Strengthening Thanthwe farms’ marketing positioning (Malawi): targeted support to drive strategic growth

As part of its continued support to agribusinesses, COLEAD, through the FFM+ programme, provided follow-up technical assistance to Thanthwe Farms Ltd (Malawi), building on a previous intervention focused on market intelligence and strategic guidance.

In 2025, the initial phase identified key areas for improvement to enhance the company’s competitiveness in national, regional and international markets. Priorities included strengthening brand positioning, improving marketing visibility, and developing more structured commercial tools, particularly for regional markets such as South Africa, Zambia and Mozambique.

From strategy to action

This new assignment aimed to translate these recommendations into concrete actions by equipping Thanthwe with practical tools and a coherent marketing framework. The support combined field visits, stakeholder consultations, digital audits and collaborative working sessions with the company’s team.

The intervention focused on three main areas:

• Brand positioning and storytelling: development of a clear brand identity, including a structured value proposition and messaging aligned with the ambition to position Thanthwe as a premium, artisanal and responsible Malawian brand.
• Digital presence and communication: a comprehensive audit of the digital ecosystem, complemented by an editorial guide and ready-to-use content examples to strengthen the consistency and impact of online communication.
• Commercial visibility and buyer engagement tools: development of structured commercial materials (brochures, product sheets, sales arguments) to support participation in trade fairs, strengthen relationships with distributors and improve follow-up with prospects.

Tangible results

This support helped strengthen the company’s marketing foundations:

• A clear and consistent brand identity
• Practical tools ready for immediate use
• More coherent communication
• Improved capacity to engage with regional buyers

The approach combined strategic guidance with practical deliverables, enabling the company to implement its marketing actions autonomously.

What’s next?

While this intervention marks an important milestone, implementation will be key. Priorities moving forward include phasing marketing actions in line with internal capacities, strengthening digital activities through a realistic content strategy, adapting messaging to target markets, and further building internal capabilities.

This support represents a significant step in Thanthwe Farms’ ambition to become a competitive regional player, capable of positioning Malawian products in high-value market segments across Africa and beyond.

This activity is supported by the Fit For Market Plus (FFM+) programme, implemented by COLEAD within the Framework of Development Cooperation between the Organisation of African, Caribbean and Pacific States (OACPS) and the European Union. This publication receives financial support from the European Union and the OACPS. The content of this publication is the sole responsibility of COLEAD and can in no way be taken to reflect the views of the European Union or the OACPS.