General Beltings (GB) says it is strengthening strategic partnerships and investing in skills retention as it positions itself for stiffer competition under the African Continental Free Trade Area (AfCFTA).
The conveyor belting, rubber products and industrial chemicals manufacturer said the continental free trade agreement presents both growth opportunities and increased competition from imported products.
The AfCFTA – entered into force in May 2019 – creates a single market of more than 1,4 billion people across 55 member states of the African Union, increasing opportunities for cross-border trade while exposing manufacturers to greater regional competition.
In its annual report for the year ended 31 December 2025, the GB said improving customer service and operational competitiveness would remain central to its strategy.
“Focus on the delivery of a commensurate value proposition to customers will remain anchored on offering timely solutions to the diverse customer base while at the same time meeting stakeholder expectations,” the company said.
GB said it would strengthen partnerships and retain critical skills to improve its competitive position as the agreement gathers momentum.
“To complement the growth prospects, strategic partnerships and critical skills retention programmes will be enhanced to remain competitive in an increasingly competitive environment as the African Continental Free Trade Area has become a reality,” the company said.
The group expects demand from the agriculture sector to remain firm this year, while the dairy industry is also projected to support growth following market consolidation at its chemicals subsidiary, Cernol Chemicals.
Demand for Cernol’s sanitation chemicals, alkaline and acidic detergents, and cleaning-in-place products has continued to support volumes within the division.
Despite the positive outlook, the group said working capital constraints and subdued market demand weighed on performance during the year under review.
Total sales volumes declined 19 percent to 779 metric tonnes from 953 metric tonnes recorded in 2024.
The Chemicals Division recorded a 17 percent decline in volumes to 478 metric tonnes from 574 metric tonnes, largely because of working capital limitations.
“Although the Chemicals Division recorded a dip in turnover due to working capital constraints, it achieved significant growth in its traditional markets as it benefited from the marketing initiatives undertaken after the Covid-19 pandemic,” the company said.
Turnover in the chemicals business remained broadly unchanged at US$1,363 million compared with the prior year’s restated US$1,373 million.
The Rubber Division also experienced weaker demand, with sales volumes falling 21 percent to 301 metric tonnes from 379 metric tonnes, mainly because of reduced orders from the energy sector.
However, turnover from the division rose 81 percent to US$2,922 million from US$1,616 million, supported by recovering demand for rubber products supplied to mining companies.