By Staff Reporter
HARARE – Rufaro Marketing, the City of Harare’s commercial arm, says it is repositioning itself from its long-standing association with municipal beerhalls to become a major player in real estate and property development.
Chief executive officer Ngoni Chimbalu said the company is focusing on unlocking value from council-owned land through large-scale projects, mainly driven by public-private partnerships (PPPs).
For decades, Rufaro Marketing was known primarily for operating council-owned beerhalls, a model that once served as a significant source of municipal revenue.
However, changing economic realities and growing demand for modern commercial infrastructure have prompted a strategic shift.
Chimbalu said the company is pursuing projects that include secure warehousing facilities, micro-retail centres and mixed-use commercial developments across Harare.
“We are moving away from the outdated perception of being merely operators of municipal beer outlets.
“That model is no longer sustainable in today’s economy.
“Our focus now is on becoming a dynamic real estate and property development company that contributes meaningfully to urban renewal, investment attraction, and economic growth,” Chimbalu said.
He said partnerships with private investors would be central to the transformation strategy, enabling the company to leverage external capital and expertise while maximising returns from underutilised council land.
Chimbalu also revealed that Rufaro Marketing will conduct a comprehensive audit of its commercial and recreational assets to identify underperforming properties and new revenue-generating opportunities.
He said some facilities could be converted into multi-purpose hubs capable of hosting sports, entertainment events, conferences and community activities throughout the year.
“There are facilities currently lying idle for long periods when they can actually generate sustainable income for the city.
“Our vision is to transform these spaces into vibrant economic and social centres that benefit both residents and council,” he said.
The rehabilitation of ageing infrastructure is expected to form a key pillar of the turnaround strategy.
Several council-run facilities, including community halls, swimming pools and sports grounds, have deteriorated over the years due to inadequate maintenance funding.
Chimbalu said Rufaro Marketing was exploring PPPs to fund upgrades without placing additional financial pressure on ratepayers.
“We are engaging potential investors and corporate partners who can assist in modernising facilities through mutually beneficial arrangements.
“This includes stadium naming rights, advertising partnerships, sports sponsorships and infrastructure development agreements that preserve public ownership while attracting private capital,” he said.
He added that the company would prioritise affordability to ensure low-income residents continue to access recreational facilities.
“Recreational facilities are not luxuries; they are part of social development and urban well-being.
“We want clean, safe and functional facilities that remain accessible to ordinary residents, particularly young people who rely on community sports and recreation,” Chimbalu said.
To strengthen governance and public confidence, Chimbalu said Rufaro Marketing would introduce tighter procurement oversight systems, internal audits and performance-based management structures.
The company is also considering publishing periodic operational updates to improve transparency and accountability.
“We want residents to begin seeing measurable progress and to understand how resources are being utilised.
“Accountability and service delivery must go hand in hand,” he said.
