Botswana launches global beef brand
staff writer | Wednesday August 12, 2026 06:00
The initiative, unveiled during the official kick-off of the programme, represents a strategic shift in the way Botswana produces, packages and markets its agricultural products. It seeks to establish a globally recognised brand that guarantees consumers high-quality, sustainably raised and 100% grass-fed beef produced under stringent food safety and ethical farming standards.
Speaking at the launch, Minister of Lands and Agriculture Edwin Dikoloti described the initiative as a significant milestone in Botswana's agricultural transformation, saying it would enable the country to move beyond exporting raw commodities and instead capture greater value through branding and certification.
'The launch of this Botswana Beef Global Brand Initiative marks a strategic transformation in how we produce, package and market our agricultural products,' he said.
Dikoloti explained that the branding and certification framework will enable Batswana farmers to meet increasingly stringent international market requirements, particularly those of the European Union. Through enhanced traceability systems, Botswana's beef industry will be better positioned to comply with the European Union Deforestation Regulation (EUDR), which requires exporters to demonstrate that products are deforestation-free, legally produced and fully traceable through geolocation mapping.
Dikoloti said the initiative aims to ensure that the 'Made in Botswana' or 'Product of Botswana' label becomes synonymous with exceptional quality, rigorous food safety standards and ethical farming practices.
'We want the 'Made in Botswana' or 'Product of Botswana' label to be synonymous with unmatched quality, stringent food safety and ethical farming practices worldwide, including the protection of the environment and the interests and rights of indigenous people,' he added.
Beyond the European market, the Minister noted that the initiative positions Botswana to capitalise on emerging export opportunities, including expanded access to the Chinese market, which now offers zero-tariff access on all tariff lines for exports from 53 African countries.
He said a strong national beef brand would elevate Botswana's competitiveness internationally while creating greater economic opportunities for farmers and rural communities.
'If we get it right, the Botswana beef brand can become synonymous with development, prosperity and stability. By aligning the industry with the Brand Botswana ethos of 'Pride and Progress', the sector can transform rural livelihoods. Such a strong, unified identity will elevate Botswana Meat Commission products from standard commodities to premium, fully traceable exports, generating greater economic value for farmers and the nation,' he said.
Dikoloti added that the programme complements several ongoing government initiatives aimed at modernising the livestock sector. These include strategic investments in the Botswana Meat Commission (BMC), the recently launched National Fodder Production Strategy, the agriculture financing strategy and the national rangeland restoration project.
According to the Minister, these interventions will help ensure that Botswana's national herd continues to grow while being supported by climate-smart agricultural practices, sustainable land management and increased value addition across the beef value chain.
However, he stressed that the success of the National Beef Brand Programme will depend on strong partnerships between government and the private sector. He called for greater collaboration among producer organisations such as the Botswana National Beef Producers Union (BNBPU), government agencies including BITC, CIPA and BOBS, the Ministry of Trade, as well as investors and all stakeholders across the agricultural value chain.
'I urge the private sector to invest not only capital, but also technology and expertise so that together we can build a resilient, innovative and globally competitive beef industry,' Dikoloti said.