Abotle, Botswana’s 100 % fruit juice hits market

Acitizen- owned company, Abotle Beverages, trading as Abotle Distributors, has just created its own brand line of a 100 percent pure natural fruits juice, which is expected to hit the shelves this coming spring. is is according to the Chief Executive O cer and director of the company, Joseph Gabalebatse in an interview with Botswana Guardian recently. According to Gabalebatse, the fruit juice, named, Abotle Juice, comes with a number of avours such as Orange, Mango, Strawberry, Passion, among others. e 100 percent fruit juice comes with numerous bene ts, since among others, it does not have sugar or sweeteners, additives, nor is it made from concentrates. So far the juice has passed testing, labelling and compliance requirements for consumption and distribution from relevant government authorities. Gabalebatse, who is still formally employed with government, disclosed that the drink comes in two sizes, being 320ml and 350 ml respectively. “e 320ml’s main targets is for school going children,” he said. Ahead of the o cial launch of the Abotle Juice, the company has already started promoting the product. Currently, the company has performed activations and product tasting to prospective clients. “e response from the market is positive. It has surpassed our expectations. Lots and lots of orders for companies and individuals have already been received.” Said Gabalebatse. Meanwhile, the company, has already approached some nanciers for a possible credit extension to deal with the insatiable demand. e Gaborone based company has teamed up with an international beverages producer from Vietnam to produce and package the fruit juice on their behalf. Abotle Distributor decided to source the fruits from Vietnam since, “the country has natural fruits in abundance,” which is not the case in Botswana. He said they will look closely to the newly opened Selebi Phikwe citrus project, with the view to consider sourcing fruits from them in future. Meanwhile, Gabalebatse, has heaped praises on Sesowa Business Growth Advisory, which has played an instrumental role in the company’s growth story.

Abotle Distributors has a plan in place to establish a separate logistics business, which will be responsible for performing all logistical and distribution services to the company. As things stand, the company uses its own trucks. In addition, Abotle Distributors has also sub- contracted independent distributors to deliver some of its products across Botswana. Even before they could o cially launch the product in Botswana, the company has received enquiries on Abotle Juice from neighbouring countries such as Namibia, Zimbabwe, and South Africa.