Gold Leaf Tobacco
Gold Leaf Tobacco tells a story of a local manufacturer competing against international heavyweights in Southern Africa, the company continuing to expand and looking to react to the industry’s changing dynamics.
More Info
Gold Leaf Tobacco Corporation, a South African born manufacturer, began life in 2001 and has steadily expanded since, conducting business in Malawi, the Democratic Republic of Congo, Zambia, Kenya and Zimbabwe.
The company holds distribution rights for Voyager, RG, Chicago, Sahawi, Sharp and Savannah brands, and is a full-service contract manufacturer for various blends and variants of high-quality cigarettes.
IN addition, In South Africa, Gold Leaf enjoys a market share of around 15-20 percent in terms of sales, employing in excess of 400 people.
According to a study by Research and Markets, the e-cigarette market is estimated to reach $44.6 billion by 2023, this demand driven by factors such as increasing health concerns among smokers, demand for smokeless and ash less vaping, and surge in the number of vape shops and designated stores.
Furthermore, It is a trend which has forced traditional manufacturers to adapt, although in Africa the full effect of vaping models is yet to be felt.
“Whilst these devices have not yet fully made their way to Africa on such a large scale, mostly due to their costly attributes, the tobacco market has nonetheless slowed down over the years,” explains Ismail Khan, General Manager of Operations for Gold Leaf.
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Forward thinking
Khan is also keen to stress the importance of staff development and knowledge transfer in determining the future path of the business.
Indeed, a key part of Gold Leaf’s stated corporate values comprises cooperation and teamwork, factors which enable it to act ethically and respectfully.
“We provide these people with the necessary skillset to operate in a tobacco factory, with the objective of either employing them or empowering them to find alternative employment,” Khan says.
By investing in the future both in terms of people and product, Gold Leaf appears well set to expand its market share both at home in South Africa and further afield.
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