FOR IMMEDIATE RELEASE
WITH PICTURES
JULY 01, 2025
ZAMBIAN BREWERIES ‘CHEERS TO FARMERS’ MARKS THE START OF THE SORGHUM MARKET SEASON
LUSAKA, ZAMBIA – Zambian Breweries Plc and collaborating partners the Ministry of Agriculture, Griffin Investments and others joined small-scale farmers in Southern Province to celebrate the start of the sorghum marketing season dubbed “Cheers to Farmers”. Zambia’s largest clear beer manufacturer highlighted the integral role farmers play in maintaining the quality of its first-class finished products, further noting that adding value to local crops creates jobs, contributes to national income, reduces reliance on imports, and fosters industrialisation.
Aligned with its parent company AB InBev’s “It Starts with Farmers” philosophy, Zambian Breweries’ Smart Agriculture programme has empowered nearly 2,000 farmers by providing certified hybrid seeds and tailored planting calendars. The initiative also delivers real-time agronomic data through mobile tools to support informed decisions on weather, soil, and pest management, while offering hands-on mentorship from agronomists who work directly with farmers to improve yields and address on-the-ground challenges.
“As Zambia’s largest brewer, we are proud to partner with the government and our collaborators in driving the country’s economic recovery and growth,” said Zambian Breweries Legal and Corporate Affairs Director Tawanda Hojane. “Our commitment to enhancing sorghum production in Southern Province focuses on improved crop management, sustainable agribusiness practices, and expanding market access for local farmers.”
The brewer is aiming for 100% of its direct farmers to be skilled, connected and financially empowered by the end of 2025.
“Zambian Breweries has intentionally adopted a farmer-focused approach—working side by side in the fields to problem-solve and develop tailored solutions for challenges such as pests, soil health, and water management,” Mr. Hojane added. “The success of our local farmers is the foundation of our supply chain, the strength of our communities, and a key driver of our national economy.”
A key priority for Zambian Breweries in 2025 is to harness technology more extensively to enhance production, explore new crop varieties, and ensure greater traceability across its supply chain.
“Local sourcing is a priority for Zambian Breweries, and we place great importance on our collaborative efforts with the government, traditional leadership, and stakeholders such as the Ministry of Agriculture and GRIFFIN Investments, to ensure that our farmers are well-equipped and up-to-speed on prevailing market conditions, innovations in the sector, and have access to information that helps boost productivity,” said Zambian Breweries Sorghum Agronomist, George Mosha.
Mr. Mosha also noted that while Zambian Breweries is doing its part in the drive for crop diversification by championing sustainable cultivation of crops such as sorghum and cassava, achieving a robust and successful agriculture sector depends on the strength of the collaboration of the partners and stakeholders.
Furthermore, through Village Savings & Loan Associations, farming households access the tools to save, borrow, and invest, amplifying agronomic gains with financial security.
“This initiative has changed my life. Before, I only grew maize and struggled to find a reliable market. Now, with sorghum, I have a crop that survives the heat and a guaranteed buyer in Zambian Breweries. I’m earning more and planning to expand my farm,” said a smallholder farmer from Mazabuka.
“As we celebrate this important occasion, I encourage all our farmers to adopt sustainable agricultural practices. This means embracing techniques such as minimum tillage to reduce soil erosion, preserving soil moisture through ripping and basin formation, and leaving crop residue in the fields. These methods help to revitalize the soil, ensuring that it remains productive for many years to come. Sustainable farming is not just good for today—it’s an investment in the future of our land and our livelihoods. The majority of Zambia’s smallholder farmers traditionally grow maize, but the Ministry of Agriculture is actively promoting crop diversification. In light of the recent drought, there is a growing need to pivot toward more climate-resilient crops like sorghum, which can better withstand changing weather patterns.” said the District Agricultural Coordinator for Mazabuka District, Sepiso Mungandi.
“Farming is a business. I thank Zambian Breweries for offering a good price to the farmers and for providing a market for the farmers of Mazabuka,” she added.
“Cheers to farmers” is not just a slogan, it is Zambian Breweries’ promise to you, our farmers. It means raising a toast to your resilience, your expertise, as well as your unshakeable commitment to cultivate and nurture the land. It means celebrating every seed you sow, every harvest you reap, and every life you uplift along the way,” concluded Mr Tawanda Hojane.
-End-
About Zambian Breweries
Zambian Breweries Plc is part of Anheuser-Busch InBev (AB InBev), the largest brewer in the world, with more than 500 beer brands and some 200,000 employees in over 50 countries. It is also one of the world’s largest bottlers of soft drinks.
Zambian Breweries was established in Zambia in 1968 and its product range has grown to include clear beers such as Mosi Premium Lager, Mosi Light, Castle, Carling Black Label, Eagle, Stella Artois, and Budweiser.
For media inquiries please contact:
Gillian Langmead at Langmead & Baker Ltd
+260 979 060705
info@langmead.com