As markets grow tougher,
marketing relationships grow stranger

A new marketing campaign involves farmers on motorcycles and a multi-national oil corporation


Kampala, UGANDA, August 16, 2003,, New Vision: In Uganda, Kings Hero Puch, a motorcycle company and Caltex Uganda, a subsidiary of the ChevronTexaco Corporation have linked in a joint venture with rural farmers. The relationship, as the three participants see it, is really mutually beneficial to all.

Farmers get cheap transportation of their goods to city markets; more Kings Hero’s on the road increases brand awareness while encouraging use of motorcycles. While Caltex sees their payoff coming from by pushing the economic growth of the country.

“We will continue to strategically partner with the people of Uganda in order to transform the Ugandan economy into a modern one," said Caltex country chairman, James Chilongo.

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