P H I L A F R I C A F O O D S ( P T Y ) LT D
Business with a purpose
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Food Across
AFRICA Philafrica Foods’ three-pronged strategy is set to capitalise on African agricultural opportunity by reducing imports and increasing exports; enriching hundreds of thousands of local farmers in the process Writer: Matthew Staff | Project Manager: Joshua Mann
he ability to succeed on a corporate level, and to succeed from an ethical perspective are usually mutually exclusive achievements, but Philafrica Foods (Pty) Ltd is aiming to buck the trend by combining the two across Africa. In trying to undo many of the agricultural challenges that exist on the continent - sub-Saharan Africa specifically - the business is aiming to simultaneously capitalise on the abundant opportunities that exist
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across many countries’ fertile lands. And while financial success will inevitably go hand in hand with the ultimate evolution of Philafrica Foods, the vision that kick-started the journey was - and still remains - much more wholesome. Founder and Chief Executive Officer, Roland Decorvet recalls: “To understand the Company, you need to understand my background which derives from more than 20 years at Nestle, and from working all over the world in the food sector; especially in China over the past 15 years. When I
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left three years ago, I was on a board of a hospital ship NGO called Mercy Ships and me and my family left the comfortable expatriate life to live aboard it; sailing around Africa bringing free medical care to the continent. “It was this mixture of corporate and socially-driven work which led to a vision to create a different kind of food company, that was profit-driven but with a very strong social agenda; not just a nice feel-good policy but an embedded vision of social responsibility and enrichment.”
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A HISTORY OF SURPASSING EXPECTATIONS
Established in 2001, Pride Milling is a leading producer of world-class maize related food products. A dynamic company, our values have seen us grow both locally and internationally, and today we are known for our market leading quality, continued innovation and exceptional service.
TAILOR-MADE PRODUCTS: Pride has a range of superior products, consisting of White Maize, Yellow Maize, GMO and NON-GMO Maize as well as Pulses and Legume products for human consumption, to the South African and neighbouring regional African markets with full logistical support.
Pride have the capability to comply with any country or regions specific food labeling legislation and requirements.
ONE-STOP EXPORT SOLUTION: Pride have a strong and growing export footprint in the following countries: Zambia, Mozambique, Madagascar, Angola, DRC, Kenya, Namibia and Egypt by using an extensive network of road and sea distribution and logistics channels.
WE PRIDE OURSELVES ON: • Milling exceptional quality White, Yellow, GMO and GMO-free maize products • Producing professional results • Ensuring consistent supply • Offering a one-stop export service • Strict quality management system • Exceptional food safety standards Aside from our non-GMO Certification, we have also successfully obtained certification for one of the most recognised Food Safety and Quality Management Systems in the world, FSSC22000. At Pride Milling we are also dedicated to complying with responsible and ethical business practices and are audited against SMETA requirements. In addition we are proud to be accredited by the United Nations and The World Food Programme (WFP).
Our extensive know-how, skill, professionalism, quality products, export expertise and experience in logistics, assure our customers a complete export solution as well as product satisfaction. (Twitter) @pridemilling
Website: www.pridemilling.co.za
Email: info@pridemilling.co.za
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Having grown up in the DRC, Decorvet knows only too well the shortfalls and opportunities that exist in tandem in Africa, and with the backing of Canadian company, AFGRI Group Holdings, Philafrica Foods was borne. He continues: “They already had a large food division in South Africa made up of a dozen factories doing animal feeds, milling and oil crushing. We then split the business to form a multipurpose entity and have continued from that point onwards. “Our South Africa portfolio is still made up of animal feeds for a wide range of animals, as well as wheat and maize milling for flour, and oil crushing. Meanwhile, in the rest of Africa, we carry out the same functions, as well as operating in poultry, and cassava processing.”
Three pillar strategy
Additional to the inherited factories, turnover and presence points, Philafrica Foods also took on 1,500 people as a result of its partnership with AFGRI and through its own initial recruitment drive. And this has proven to be just one of the benefits that have derived from its approach to continuous improvement.
Philafrica took on 1,500 people as a result of the AFGRI partnership
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Thinking Ahead With a dynamic history, Pride Milling has grown both locally and internationally since its inception in 2001. Pride Milling is headquartered in Centurion with four mills in the Mpumalanga and Gauteng Provinces, from which it has a proud history and proven track record for the production of world-class maize related products that has enhanced its reputation for excellence. Driven by a strong set of Company values, the team at Pride Milling is committed to delivering exceptional service to its customers, thanks to its extensive distribution and destination know-how, together with market leading quality. The Company mills a wide range of exceptional quality white maize, yellow maize, GMO and Non-GMO maize, pulses and legume products for human consumption, to the South African and neighbouring markets. At present the Company’s export footprint is strong and growing, currently holding a presence in Zambia, Mozambique, Madagascar, Angola, DRC, Kenya, Namibia and Egypt. This is achieved through the utilisation of an extensive network of road and sea distribution logistics channels. Pride Milling has the capability to comply with any country or region’s specific food labelling legislation and requirements, while also having the ability and capacity to pack products from smalls to bulk. In addition to having the capacity to meet industry demands, Pride Milling also has the resources and destination know-how to meet
the servicing demands of these - at times incredibly challenging and diverse markets. With an experienced team, Pride Milling has a clear understanding of market structures, distribution channels and compliance requirements. It can quickly assess customer needs and recommend any appropriate products and logistical solutions. Pride Milling has obtained certification from the globally recognisable Food Safety and Quality Management System, FSSC22000, as well as its Non-GMO certification and accreditation by the United Nations and The World Food Programme. It is part of Pride Milling’s philosophy to build long-term strategic partnerships, utilising its products of exceptional quality and expertise, coupled with the Company’s extensive experience in logistics. Pride has a solid track record as one of the preferred suppliers of maize related products in both South Africa and its neighbouring markets.
The Company assures its customers of product satisfaction and a one-stop export service that is widely recognised and respected.
T +27 11 814-8254/55/07/70 E info@pridemilling.co.za
www.pridemilling.co.za
Established in 1996 from humble beginnings Rozello Multi Construction has become a leading Company in Grain Silo Maintenance & Renovations Rozello Multi Construction does provide a range of services which allows the client to make use of a single contractor whom can be of assistance in renovation works, Civil works as well as Mechanical manufacturing to installations and maintenance on site. Our head oďŹƒce and workshop is situated in Delmas, close to the Gauteng East Rand from where most of the raw material needed is purchased. The Company also has Construction teams situated in the Freestate, North West and Natal as their homebase.
6 van Zyl Streetr | Delmas | Mpumalanga Tel: 013 665 4720 | 013 665 5696 Fax: 013 665 4226 admin@rozello.co.za
www.rozello.co.za We Specialise in: - Industrial and Commercial - Maintenance - Industrial and private sector - Renovation - Painting and waterproofing - Cladding, sheeting and guttering - Diamond grinding and epoxy high - Mechanical manufacturing and installations and repairs - Concrete repairs
- Build Ups - Coating of industrial floors - Scaffolding (Hire and Erecting) - Silo maintenance - Waterproofing - Painting, gantry's, etc. - Air pressure testing - Upgrading grain silo Intake systems - Drive over intake hoppers - Steel structures
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The first strategy revolves around acquiring a majority of a Company needing capital to succeed, and this has been complemented by a series of 50-50 joint ventures. The third - high risk, high return - mode of growth has focused on Greenfield opportunities, but in each and every case, the key visions remain the same. “Our growth strategy is based on three pillars,” begins Decorvet. “The first is in South Africa by working our way down the value chain and through acquiring more processing companies to make sure we have the biggest share of the value chain in the country. “The next pillar revolves around replacing imported products coming into the continent. Even though Africa has some of the most fertile land in the world, it also has the majority of uncultivated land in the world because of the extent of imports. We need to grow more and process more local raw materials and have already begun by introducing a process plant
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to turn cassava into flour. It’s an apt replacement for the wheat flour currently imported, and cassava grows everywhere.” The same applies to tomatoes in Zimbabwe which are primarily imported from China at present due to the lack of processing facilities in the country. This leads into the third pillar which addresses the odd and convoluted chain that currently exists where crops may be farmed in Africa, but are then processed in Asia and Europe before being imported back. Philafrica Foods is striving to streamline the concept in order to keep the entire value chain localised so that the continent can capitalise on export opportunities itself.
Relationships with the right people
As a result of Africa’s agricultural potential, there aren’t any limits to Philafrica Foods’ prospects either, and countries including Mozambique,
Roland Decorvet, Founder and Chief Executive Officer
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Zimbabwe, Ivory Cost, Senegal, Kenya and Ethiopia have already been explored en route to the Company’s overall ambition to cover the entirety of sub-Saharan Africa. Understandably though, such widespread ambition comes with its own challenges as Decorvet explains: “This continent is not just one Africa, but many Africas; and languages, regulations and trends are just some of the ongoing challenges we face in moving into new countries. Unless you’re a McDonald’s, which we would never want to be, then you have to tailor your approach in each case.” Fortunately for Philafrica Foods, the business has already secured a plethora of investors and interested parties bought into its longer-term strategy in order to offset such challenges; ensuring that each migration is as seamless as possible. “Rather than focusing on the country risk which might dissuade companies or investors from crossing
Rozello Multi Construction R
ozello Multi Construction was a dream of one man in 1996 who wanted to start his own business. All that he had was a dream and lots of ambition in life. He started out with painting churches and from there the business got bigger and bigger. On 9 November, 2017, Rozello Multi Construction celebrated 21 years of existence. This is an important date, which in light of the goals already achieved, emphasises how proud the Company is to celebrate together with those who - over the years - have got to know Rozello Multi Construction. Over the years, lots of customers, staff, suppliers and businesses have become our friends, contributing to the positive growth of Rozello Multi Construction. We are proud to mention that we have dealt with all our clients in a professional and contributing way; many of whom for longer than 18 years. With our targets now set on keeping one step ahead, we have also expanded our service area to cover anywhere in Southern Africa or further afield where our services are required and called upon. To this end our client list comprises mainly grain storage and handling companies together with milling companies, animal feeds factories, breweries etc.
• NWK Grain • Nola Foodcorp • Omnia Fertilizing • OVK Grain • Philafrica Foods • Premier Foods • Pride Milling • SABT & DBS Bulk Silo’s • Sasko Mills • Sedibene Breweries • Senwes Grain • VKB Grain We are committed to providing the same, ongoing, excellent and safe service that the above clients have now become accustomed to over our 21 years of existence. And simultaneously, we will also look to expand our service offering further into Africa, having already completed work in Mozambique, and with further operations in Tanzania on the horizon.
Here is a list of some of our clients with whom we render services on an ongoing day-to-day basis: • Afgri Grain • GWK Grain • Lesotho Milling • Meadow Feeds • NTK Grain
T +27 13 665 4720, +27 13 665 5696 E rozello@telkomsa.net www.rozello.co.za
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GILDENHUYS MALATJI INC
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MI is a proud South African law firm with a rich history spanning 30 years. Its uniqueness is borne out of three pillars which underpins our overall strategy. Our empowered attorneys and support staff are our most important pillar of success. Our second pillar is offering our clients legal health by mastering our clients’ business. Our last pillar is managing to achieve a demographic diversity that places us at the forefront of transformation and being an employer of choice in the legal sector.
T +27 12 428 8600, +27 11 068 5900 E pretoria@gminc.co.za sandton@gminc.co.za
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Harrismith Mill
a certain border, focus more on the partner risk and on forming relationships with the right people. As long as you have partnered with the right people, then you can negotiate the challenges in nations that would put off others. “As a consequence we are first to the punch to work in countries that are traditionally unattractive to investors, safe in the knowledge that we are partnered with the right people to guide us responsibly into that particular market. “We then succeed not because of a great country, or their great governments, but because of the people we work alongside.”
Ermelo Mill
Transform millions of lives
A huge contributor to this goal has been the utilisation of and faith shown in local operators, farmers and employees who the Company has looked to promote across its processes.
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Kinross Mill
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Bethal Mill
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A huge contributor to success has been thanks to local operators
The Company is focusing on export opportunities
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P H I L A F R I C A
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Philafrica is succeeding thanks to the people it works alongside
Naturally, the aforementioned continental shortfalls emanate into areas of skills too though, and this is where Decorvet has once again been able to leverage previous contacts and knowledge bases in bringing expatriates in to help up-skill the local workforce. “When we come into a venture, we look at the whole supply chain to make sure that every aspect of it can be done successfully on a local scale, and if not then we may need to look to expats to train these local people initially,” he affirms. “Education can be more theoretical in Africa so training is vital in giving these intelligent individuals the manual skills they need to keep operations progressing.” Once again, the Company’s HR ethos bridges the gap between corporate strategy and social upliftment, making what other companies would call ‘corporate social responsibility’ an actual strand of Philafrica Foods’ core business model.
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“We don’t believe in ‘charity’ per se, as our business model naturally enriches people as a by-product,” Decorvet continues. “Our ambition is to transform millions of lives across Africa through food processing, but we don’t just look at food processing to achieve that. It’s about helping the wider agricultural community at every stage of the value chain.”
A food company with a purpose
Decorvet himself has changed his corporate outlook somewhat over the course of the Philafrica Foods journey so far, in acknowledgement of this wider all-encompassing vision. In previous years or previous ventures, he would look - sensibly so to streamline a business’s supply chain as efficiently as possible to contain just a select few big and valuable suppliers or partners. However, in order to stay true to Philafrica Foods’ promise, attentions have actually turned towards forming as many relationships
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BADJA TRUCK SPARES CC T/A Badja Truck Spares
BTS GRAIN HANDLING
BENERIC BOTHMA Cell: 083 642 4192 PIETER BOTHMA Cell: 083 601 2142 Email: admin@btsgrain.co.za
as possible this time around. “It’s actually a KPI of ours now where the more suppliers we have, the better. We don’t want just a select few big farmers supplying our processing plants. We want to procure the services of lots of smaller ones. And that’s not charity; it’s social development.”
Manufacturers of Tube Conveyors and Drive Over Hopper systems.
Over the next five years, the Company will look to spread its philosophy to at least a dozen African countries with more than 20 factories dotted across the sub-Saharan region; having a consequential impact on hundreds of thousands of farmers. “By then we would have started exporting our products to Europe and America too, to consumers who are more aware of where the products have come from and more keen to import from Africa as a result,” Decorvet concludes. “Transparency and responsibility need to be shown in order to achieve this kind of demand for supply, but we can facilitate this by being a food company with a purpose. “We’re both a big corporation and an NGO, thriving as a business with a strong socially-driven agenda, and while this comes with more risks in terms of the countries we’re looking to enrich, we are determined to remain responsible in partnering with the whole of Africa.”
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2nd Floor - AFGRI Building 12 Byls Bridge Boulevard Highveld Ext 73 Centurion 0157 South Africa Tel: +27 11 063 2224 philafricafoods@philafricafoods.com
www.philafricafoods.com
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