TO THE PEOPLE Powder
TO THE PEOPLE Powder
Promasidor Angola is driving the transformation of the nation’s food and beverage sector through local production, product innovation, and community engagement. CEO, Vitor Santos, shares how the company is strengthening domestic capabilities whilst delivering value to consumers across the country
Writer: Lily Sawyer | Project Manager: Harry Thurlow
Having undergone rapid evolution in recent years, Angola’s food and beverage industry is shifting towards domestic production and modernisation.
Though still somewhat dependent on imports – especially when it comes to raw materials – the industry has been transformed in many ways, with more players now choosing to produce locally.
There has also been a marked increase in agricultural production, with various new projects and developments underway across the nation.
“The future looks bright for Angola,” opens Vitor Santos, CEO of Promasidor Angola, part of the Promasidor Group.
Operating in more than 40 countries in Africa, the Promasidor Group’s products are consumed daily by millions of families.
Angola is proudly amongst the top five geographies the group operates in, one where continued investment into new machinery, products, and processes has become crucial to its development.
Currently, Angola is also the only
geography that speaks Portuguese, which differentiates it from other French and English-speaking countries.
GROWING PRODUCT PORTFOLIO
Promasidor Angola’s biggest business is powdered milk, where it has three brands – Loya, Cowbell, and Mixwell.
The company’s goal is to diversify its portfolio and, for several years, new categories have been launched not only in Angola, but across the group.
This includes brands such as Proma Café (instant coffee), Top Tea (tea), Yumvita (cereal), Twisco (powdered chocolate drink), and Amila (powdered juice).
“We’re also present in the home seasoning segment, with our Onga brand offering five flavours of seasoning in powder and solid form,” Santos informs.
Finally, as an alternative to regular milk, the company has now introduced Cowbell Choco (chocolate-flavoured milk) and Loya Café (coffee-flavoured milk).
“Our products can be purchased in all provinces of Angola, which is made possible due to our route-tomarket systems, which include several distributors, or direct sales to modern trade stores,” he adds.
In terms of recent developments, Promasidor Angola launched its new dairy creamer brand, Kremela, at the end of January.
“Kremela has been specifically
“AS A COMPANY, WE BELIEVE WE SHOULD HAVE A DIRECT ROLE IN THE WAY WE INTERACT WITH AND EMBRACE SOCIETY”
– VITOR SANTOS, CEO, PROMASIDOR ANGOLA
developed to be put in coffee or tea, but can also be used on its own,” Santos insights.
In response to market research prior to the product’s launch, the company came to understand that its clients desired something more than just a creamer.
As such, this new formulation also includes milk and sugar, which has been received positively across the market.
Deeply committed to developing high-quality products, Promasidor Angola’s mission and vision is to manufacture, market, and sell food and beverage products that offer nutrition, convenience, and value to
its customers.
“We are very aware that consumer perception and experience are crucial to product development,” Santos adds.
As such, prior to each new product launch, the company conducts extensive market research.
“From experience, something that works well in one country may not work the same way in another,” he points out.
In this way, across the Promasidor Group, market research in each region is responsible for launching products or adopting formulations from other countries to best suit consumer preferences.
Celebrating 30 Years of Promasidor: A Proud Partnership with SLN
SLN Group (SLN) is a distinguished coffee conglomerate, beginning its journey in 1956. Over the last six decades, the group has evolved from a traditional coffee trading and exporting firm into a modern, integrated powerhouse. Today, SLN operates an end-to-end value chain - producing over 10,000 MT of roasted, ground, and instant coffee that meets the highest international quality standards.
Promasidor and SLN share a long-standing and valued partnership built on trust, quality, and shared ambition.
One of the most significant milestones in this relationship was the packing of Proma Café in 2009, the first brand to be packed in cans at the SLN packing facility. This marked not just the beginning of a successful product journey, but also the foundation of a strong collaboration that has stood the test of time.
As Promasidor celebrates 30 years of success in Africa, headquartered in Angola, we take immense pride in being part of this journey.
We extend our warmest congratulations to the entire Promasidor team on this remarkable milestone and are delighted to participate in this celebration.
We wish you continued success in the years ahead and look forward to strengthening our partnership even further.
For SLN, this partnership was especially meaningful. Working with Promasidor opened important doors in Africa, enabling us to establish credibility, build deeper market understanding, and expand our presence across the region.
Even after a product is launched, the company continues its market research to receive constructive feedback from customers.
SUPPORTING COMMUNITIES, BUILDING FUTURES
Committed to exploring meaningful ways to contribute and collaborate with communities, Promasidor
Angola’s primary objective is to foster sustainable development by aligning its corporate social responsibility (CSR) initiatives with the real needs of the local population.
“As a company, we believe we should have a direct role in the way we interact with and embrace society,” Santos reflects.
COULD YOU PROVIDE US WITH SOME INSIGHT INTO YOUR CAREER TO DATE AND OUTLINE YOUR PATH TO LEADERSHIP?
Vitor Santos, CEO: “Originally from Portugal, I have now worked in Angola for almost 20 years.
“When I was 19, I began my career in the Portuguese Air Force (FAP), where I took a course in supply chain and warehouse management.
“I remained in the FAP for just over nine years and, during this time, also undertook a licence degree in accounting at the Lisbon Accounting and Business School (ISCAL). After finishing my degree, I started working in finance – first in Portugal, then in Angola.
“In 2012, I became Finance Director at Grupo Refriango, which specialises in the production and distribution of beverages.
“Then, in 2018, I joined Contidis – the holding company for hypermarket chain Candando – also as Finance Director.
“In 2022, I was hired by Promasidor Angola to manage their finance department, which I was doing up until last year when I was appointed as CEO.”
Based in a province close to the capital, Luanda, Promasidor Angola’s local neighbourhood is made up of honest and hardworking people – many of whom struggle to find employment that can comfortably sustain them.
“We are deeply aware of the socioeconomic climate of our local community, and this is why we interact with local authorities to establish meaningful ways in which we can help,” he assures.
As a result, the company has been able to recruit many of its staff locally, which has both fostered community goodwill and ensured valuable local knowledge.
“Our Twisco brand, for example, is often called upon to sponsor local youth activities. As always, we try to find the best ways of contributing beyond our products,” Santos tells us.
In this way, Promasidor Angola has dedicated teams that visit its stores to make them more appealing.
“OUR GOALS ARE SET, AND I’M SURE WE’LL ACHIEVE THEM IN PARTNERSHIP WITH OUR TEAM AND WITH THE EFFORTS OF EVERYONE INVOLVED”
–
VITOR SANTOS, CEO, PROMASIDOR ANGOLA
“These are just some instances which demonstrate how we’ve been contributing to a better society and happier communities,” he adds.
As it anticipates expanding its involvement in the local community, Promasidor Angola continues to collaborate with local authorities to understand how it can provide even more support.
SUPPLY CHAIN LOCALISATION
With 100 percent of its boxes, cartons, and outer packaging now produced locally, Promasidor Angola has been able to reduce its overall reliance on imports by prioritising local procurement.
“Currently, all our laminates, boxes, plastics, metallised or paper packaging, and materials are acquired locally,” Santos confirms.
This has been an area of great focus for the company, which has involved collaboration with several key players.
So far, this has afforded countless benefits, such as lowering storage costs and streamlining stock management.
It has also decreased the company’s overall dependence on imports, which has proven particularly beneficial when it comes to navigating foreign exchange limitations.
The move has also decreased Promasidor Angola’s need for additional personnel in the imports department.
“Local procurement has also benefitted the country massively as it has led to increased job opportunities and GDP,” he insights.
It has also contributed to the establishment of a circular economy by encouraging companies to begin recycling and reducing waste.
VISION FOR SUSTAINABLE GROWTH
As it anticipates the future, Promasidor Angola is aiming to increase its activity in the country, solidifying Angola’s status as a key geography for the group.
To achieve this, the company will continue to diversify its portfolio through ongoing projects that allow it to grow and deliver increasingly highquality products.
“Our goals are set, and I’m sure we’ll achieve them in partnership with our team and with the efforts of everyone involved,” Santos smiles.
Going forward, Santos is equally keen to emphasise the importance of the people who make Promasidor Angola tick.
“Everything we’ve achieved has been the result of teamwork, and we’ve been betting on our people for a while.
“Our goal is to ascertain the best staff in the market and make them excellent workers – focused, committed, and proud to work for this company,” he passionately concludes.
Tel: +244 931 222 541 ao.info@promasidor.com www.promasidor.co.ao