F&G targets local market
Pauline Dikuelo | Friday September 26, 2025 08:54
Since its establishment in Botswana, F&G has specialised in tobacco leaf extraction, flavour creation, and the production of ethyl maltol, a key compound widely used in flavouring across industries. Over the years, the company has successfully exported its products to international markets, with China being its main trading partner.
Now, in a strategic shift, the company is turning its focus to the domestic market. F&G believes there is strong potential for growth locally, given the rapid development of Botswana’s manufacturing sector and the government’s push to promote value addition.
Speaking on the company’s new direction, F&G Botswana’s Head of Sales and Marketing, Robert Liang, highlighted the opportunities that exist for partnerships within the country.
“We have been exporting all our products, but are now launching a campaign to explore partnerships with local companies, especially those interested in producing cosmetics, detergents, and related consumer goods,” Liang said on Wednesday at a briefing.
The move is expected to position F&G as a key supplier for local industries seeking high-quality flavouring and extraction solutions. By making its products available locally, the company aims to stimulate innovation amongst Botswana-based manufacturers while reducing reliance on imported inputs.
BITC, which has been instrumental in facilitating F&G’s operations in Botswana, continues to support the company’s efforts to diversify its market base. The centre’s mandate of promoting investment and trade aligns closely with F&G’s new market strategy, which emphasises not only exports but also strengthening domestic value chains.
F&G’s local market entry could unlock new opportunities for Small and Medium-sized Enterprises (SME) engaged in the production of everyday products such as soaps, perfumes, and food additives. This could, in turn, enhance the competitiveness of Botswana’s manufacturing industry, create jobs, and contribute to economic diversification.
F&G’s pivot comes at a time when Botswana is intensifying efforts to grow its creative and industrial sectors, with an emphasis on local production and reduced import dependence. By tapping into this momentum, the company hopes to establish itself as a trusted partner for businesses across multiple industries.
As F&G prepares to roll out its campaign to engage local players, officials said they remain confident that the company’s experience, expertise, and proven track record in international markets will enable it to contribute meaningfully to Botswana’s economic growth story.