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Arthur Sturgess Founder Mazoe Orange Crush – Rhodesia Pioneers

1930- A man by the name of Arthur Sturgess started a small soft drink factory in Bulawayo. During this time, he realized there was a gap in the market for a real fruit juice to be produced locally. He thought it would work best utilizing oranges grown from the Mazowe Valley. As he continued with his research he struggled to come up with a name for the drink he had developed, his wife suggested naming the drink Mazoe, and thus a national treasure was born.

MAZOE Orange Crush is an integral part of the Zimbabwean lifestyle. It has been trusted by generations to give the best in healthy refreshment. Over the years, the brand has been built to cater for differing consumer tastes and needs. Mazoe Orange Light offers the same great taste in a non-sugar variant for consumers following a managed-calorie lifestyle; while the Mazoe syrups bring quality refreshment in fun and fruity flavours — Blackberry, Raspberry, Cream Soda, Peach and Naartjie all in two-litre packs.
“Mazoe is an anytime, all-the-time drink, suitable for any occasion. It is also drunk at all periods of the day, from lunch, breakfast to supper and anytime in-between as a “refreshment”.

“Mazoe is prepared in accordance to the highest international quality standards,” said Charles Msipa, Managing Director for Schweppes Zimbabwe Limited. Last year, Mazoe Orange Crush scooped the “Product of the Year” award at the inaugural National Annual Quality Awards co-ordinated by Standards Association of Zimbabwe in recognition of its consistent and high product quality in the large enterprises category.
A recent study on cordials in Zimbabwe revealed that consumers drink Mazoe mainly due to emotional attachment to the brand.

“There was no separation of Mazoe and cordials in consumers’ heads.
“Reasons given were mainly functional, the emotional attachment to the brand Mazoe was very much evident, mainly because of the heritage,” reads part of the study.
Mazoe Orange Crush is manufactured by Schweppes Zimbabwe Limited under licence from the Coca-Cola Company.
The Mazoe Orange Crush heritage began in 1927, when Arthur Sturgess came to Zimbabwe looking for farming opportunities.

In 1930, he started a small soft drink factory in Bulawayo, manufacturing carbonated drinks.
During this time, Sturgess realised there was a gap in the market for a real fruit juice to be produced locally, utilising oranges grown from the Mazoe Valley.
As he continued with his research he struggled to come up with a name for the drink, when his wife suggested Mazoe and thus a national treasure was born.

As Mazoe moves into the future, there are several key features that have remained relatively unchanged over the past70 years:
The “Mazoe Orange Crush” logo is still pretty much in the original typeface although now italicised.
The word “orange” has been added as a descriptor to distinguish it from other “orange” crushes.

The famous “swirly top” iconic bottle has remained a firm fixture, though several transformations have occurred from the original quart glass bottle through PVC and more recently PET.

The level of the “real juice” content has always been at least 50 percent.
The label has always been “oval” (even when labels had to be “squared” for packaging purposes the design looked distinctly “oval”) and has always been in green, gold, black and orange.

Mazoe Orange Crush, is a product of The Coca-Cola Company which is produced under franchise by Schweppes Zimbabwe Limited. Mazoe Orange Crush is a renowned and loved juice-containing cordial which is an integral part of the Zimbabwean community. For over 70 years, Mazoe has been trusted by generations of mothers to give their families the best in healthy refreshment. Over time, the range of products offered under brand Mazoe has grown to include; Mazoe Orange Light which offers the same great taste in a non-sugar variant for consumers following a managed- calorie lifestyle. Other variants include Blackberry, Raspberry, Cream Soda and Peach, a rainbow range of Mazoe Syrups bursting with flavour.

Mazoe has won various accolades including the National Product Quality of the Year Award for 2011. This is in recognition of its consistent and high product quality in the large enterprises category at the inaugural National Annual Quality Awards coordinated by the Standards Association of Zimbabwe (SAZ). Mazoe has since 2011 to date been recognised as one the top 10 super brands in national and overall Superbrand categories by The Marketers Association of Zimbabwe in the Annual Superbrand Awards.

 

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