BY NELIWE NGUBANE (INTERN)
MATSAPHA – The official launch of the Embiveni Biggest Braai 10th Agape Edition 2026 was held in grand style yesterday at Matsapha Meat Plaza, where sponsors, government leaders and guests gathered from 17:00 until late to celebrate one of Eswatini’s biggest lifestyle and entertainment events.
This year’s edition received a major financial injection of E300 000 from Embiveni, with E200 000 allocated towards the main event and E100 000 supporting nationwide roadshows ahead of the festivities. The main event is scheduled for 25 July 2026 at Mavuso Trade Centre.
Speaking during the launch, Embiveni Managing Director Phindile Matsebula praised the long-standing partnership with organiser Philani Maswati and highlighted the company’s commitment despite current economic and agricultural challenges.
“Thank you to Mr Michelo Shakantu who responded to Their Majesties’ calling by being in partnership with Philani Maswati, but to us this isn’t just about partnership but a legacy, about growth that is taking a bold step forward to say even in times like this where we are facing foot and mouth disease, we are still going to sponsor Philani Maswati because we understand what Her Majesty wants from her organisation,” said Matsebula.
“It’s been 10 years in partnership with Philani Maswati. It could have been 12 years but then due to COVID-19 we are here celebrating our 10th edition. We are inspired by His Majesty’s vision which talks about what drives us even in times which seem impossible to keep standing and keep pushing.”
She added: “As an organisation we are driven by certain core values. We have a can-do attitude, we are accountable and we are a committed group. When we start something, we drive it to the end, so no obstacle will stand between us and Philani Maswati.”
The colourful launch was graced by Chairman Lutfo Dlamini, Minister of Education Owen Nxumalo, Minister of Tourism and Environmental Affairs Jane Mkhonta, Regional Administrator and Chief Gija, alongside sponsors including e-Mali, e-Bet and Robertson’s Spices.
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