🌱ESA Rebrands to Eswatini Sugar

And Reports E7.7 Billion in Revenue

Author

Eswatini Edge
July 04, 2025

In today’s email…

  • Government in Your Hands App Reaches 2,000 Downloads

  • From ESA to Eswatini Sugar

  • Need to Know: Guba Makers Market This Saturday!

Eswatini’s App Game Is Strong + Lesotho Wants In

Eswatini is dropping digital bombs with its Government in Your Hands App, and it’s got everyone talking. Launched just two months ago, this bad boy’s already been downloaded 2,000 times, per Sakhile Dlamini, Acting Director of the Communications Department at the Ministry of ICT. That’s 2,000 folks accessing 200+ government services think permits, licenses, you name it right from their phones. No paper, no travel, just vibes.

Dlamini spilled the tea during a meet-up with a delegation from Lesotho in Mbabane. The goal? Make this app even more accessible. Not everyone’s rocking a smartphone, so Eswatini’s rolling out digital gateways at Tinkhundla centres nationwide. Picture this: you stroll into a centre, grab a unique access key, and boom government services at your fingertips, no iPhone required.

But wait, there’s more. Eswatini’s also flexing with its new National Research Council Act, set to kick in by year-end. Meanwhile, Lesotho’s delegation, led by Chief Engineer Kopano Tsenoli, is low-key fanboying. They’re in town to scope out Eswatini’s Royal Science and Technology Park (RSTP) and soak up inspo for their own tech game.

Tsenoli’s all about that collab life, saying both kingdoms have been leveling up side by side since independence. Lesotho’s especially stoked about Eswatini’s push to bridge the digital divide with those Tinkhundla access points.

Takeaway: Eswatini’s app is a masterclass in cutting red tape and boosting access. Lesotho’s taking notes, and we’re here for this African tech glow-up. Who’s next?

P.S. Want the full scoop on Eswatini’s tech moves? Hit up the Ministry of ICT’s site for deets.

🏷️ BRAND NEW NAME, SWEET SAME GAME: ESA Rebrands to “Eswatini Sugar” and Reports E7.7 Billion in Revenue

After more than five decades of operating as the Eswatini Sugar Association (ESA), the country’s sugar industry giant has officially shed its acronym and adopted a punchier, bolder name: Eswatini Sugar.

The rebrand was unveiled this week at the Hilton Garden Inn in Mbabane, where top executives, stakeholders, and media gathered to witness the sugary shift in identity. But this wasn’t just about new logos and branding slogans - the organization had something even sweeter to share: a blockbuster financial report.

💰 Revenue: E7.7 Billion. Members Paid: E7.3 Billion.

Yes, you read that right.

At the media briefing, CEO Banele Nyamane revealed that Eswatini Sugar raked in E7.7 billion in the latest financial year. Even more impressive? E7.3 billion was distributed directly to its members a testament to the association’s commitment to equitable value sharing in its value chain.

This payout is one of the highest in the region and reinforces Eswatini Sugar’s role not only as a key driver of GDP but also as a lifeline to thousands of growers, millers, and seasonal workers across the Kingdom.

📈 Production Surges Past 640,000 Tonnes

In a year where climate volatility shook agriculture across Africa, Eswatini’s sugar producers managed to defy the odds. Sugar output reportedly increased from 587,210 metric tonnes in 2023/24 to a remarkable 640,738 metric tonnes in 2024/25.

That’s a growth of nearly 10%, thanks to strategic irrigation improvements, better farming practices, and coordinated efforts between smallholder farmers and commercial estates.

Why Rebrand Now?

According to CEO Nyamane, the name change is more than cosmetic. It reflects the organization’s ambition to become more visible, globally competitive, and consumer-facing in the years to come. The word “Association” sounded dated, bureaucratic, and internal. The new name Eswatini Sugar is streamlined, retail-friendly, and globally palatable.

The rebrand is also part of a broader vision to expand value-addition, marketing innovation, and ESG alignment in line with the national development strategy.

“This is not just a change of name. It’s a signal of transformation. We are repositioning for a future where Eswatini Sugar is not just known for exporting raw commodities — but for leading innovation in agriculture, climate resilience, and market expansion,” said Nyamane.

📌 So What’s Next for Eswatini Sugar?

With the rebrand and strong financials, Eswatini Sugar is set to:

  • Explore new global markets beyond traditional EU and regional buyers.

  • Accelerate product diversification - think packaged sugar, molasses-based products, and bioenergy.

  • Drive digital traceability and climate-smart farming across its network.

  • Promote youth and women's participation in the sugar value chain.

🍭 Final Spoonful

Eswatini Sugar’s transformation is a case study in how legacy industries can evolve without losing their roots. By turning a cooperative-sounding name into a bold commercial brand and backing it with billions in member payouts and rising production, the organization has shown it’s not just growing cane it’s growing value.

So next time you sweeten your tea, remember: there’s a new name behind that sweetness, and it’s one to watch.

🌱 Need to Know: Guba Makers Market This Saturday! 🌞

Join us at Guba Permaculture Farm in Malkerns on Saturday, 5th July (10 am–3 pm) for a day of community, creativity, and good vibes.

✨ What’s On:

  • 🎶 Live music from 12:30 pm by @thekitchen_sz

  • 🛍️ Local handmade goods

  • 🥕 Organic produce from the Guba farm

  • 🌽 Farm tour at 11:30 am

  • 🥗 Fresh lunch + coffee & cake all day

  • 🪴 Plants for sale

  • 🛝 Supervised kids’ playground

Entry is FREE – come connect, shop, eat, and enjoy the beauty of Guba!

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