Seabata Mahao
Lesotho Flour Mills (LFM) recently unveiled a dynamic new brand identity, marking 45 years in operation.
The rebranding introduces a refreshed look, with new product packaging set to hit the shelves in the second week of August.
The new slogan, ‘Letlotlo la Basotho’—translated as ‘the nation’s treasure’—emphasizes LFM’s unwavering commitment to quality.
Although the packaging has been modernised, the products maintain their high nutritional standards, underscoring the company’s dedication to delivering the best to Basotho.
In his remarks at the launch, LFM CEO Fourie du Plessis acknowledged that the transformation was challenging, as change often is.
“However, it is always worthwhile. LFM has thrived thanks to the steadfast support of Basotho, and this rebrand is our way of saying thank you,” Du Plessis said.
He also expressed pride in the hard work of the LFM team and the involvement of students in this significant change.
“I hope that LFM will continue to hold a special place in the hearts of Basotho for many years to come,” he added.
In conjunction with the rebranding, a culinary competition was held in partnership with Dona@Balos Chef School and Hospitality. The public had their first taste of the rebrand at a lively cook-off event, where students showcased their skills using LFM’s products.
The event allowed students to transform staple ingredients into innovative and delectable dishes.
Maipato Loke, a student from Dona@Balos, shared her personal connection to the LFM brand.
“My family sold wheat to LFM when I was growing up, and I fondly remember eating bread made from their produce. Although becoming a chef was not always my dream, I have always loved cooking. This cook-off allowed me to explore new culinary horizons with Easybake, and I am grateful for the opportunity to be part of this historic moment,” she said.
