Bokomo Foods - The African Business Journal

BOKOMO FOODS
www.bokomo.co.za
Bokomo
Food
Bringing breakfast to South Af
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Pioneer Foods has been a key
player in the South African food
industry since 1920. Bokomo
Foods, one of four divisions of
Pioneer Foods, is a well-known
brand of many breakfast cereals
and other household names.
ds
frica
COMPANY FOCUS
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FOOD & DRINK • Bokomo Foods
Bokomo Foods is a major exporter in the South
animal feeds) and The Ceres Beverage Company—
African breakfast cereal market, including a vari-
one of South Africa’s largest producers of fruit
ety of food products, such as dried fruits, cereals,
juice and soft drinks, including Pepsi and 7Up.
desserts and baking ingredients.
In 2002, South African Dried Fruit (SAD) was
Products
acquired by Pioneer Foods and, although it was
SAD is a major sector of Bokomo Foods with
initially managed as a separate division, Bokomo
its extensive dried fruit range. Nico Koch, Head
and SAD merged in 2007 to become Bokomo
of Exports of Bokomo Foods says, “There are a
Foods.The other three divisions are Sasko (milling
range of various products including Thompsons,
and baking), The Agri Business (poultry, eggs and
golden sultanas, OR sultanas and currants.”
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APRIL 2011 • The African Business Journal
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FOOD & DRINK • Bokomo Foods
SAD also processes a number of different
Koch notes that Bokomo Foods started to ex-
types of fruit including apples, pears, peaches
port these value-added products four years ago
and apricots. “We export to about 50 countries
and it has done well in the international market.
worldwide,” adds Koch.
The majority of Bokomo Foods’ dried fruit prod-
Bokomo Foods also had products lines in ex-
ucts are exported to the western world, while ce-
otic fruits such as pineapple and mangoes. These
real products are mainly exported to developing
fruits are marketed as dried fruits or further pro-
countries. The company sells to different grocery
cessed into different dry fruit products. “We have
stores and industrial buyers who use the bulk
a range called minced dried fruit with products
products in chocolate, baking and retail packs.
like fruit sticks, fruit bars, rolls and flakes. We use
Bokomo Foods’ breakfast cereals are highly
tree fruit as raw material and then mince and dry
successful in the South African region. “If you look
it and it ends up in stick, bar or flake form,” says
at the breakfast cereal market in the world it’s
Koch. These products are seen as a healthy and
about US$22 billion and half of that is in the Unit-
convenient on-the-go alternative.
ed States. We provide to markets in Africa and are
APRIL 2011 • The African Business Journal
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never-ending quest for constant improvement. We call this Quality
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FOOD & DRINK • Bokomo Foods
growing exponentially as people earn more money
and start to consume more breakfast cereals.”
Weet-Bix is one of Bokomo Foods’ main brands
and is South Africa’s No. 1 breakfast cereal.
Outside of its cereal and dried fruit products,
the company also offers baking and dessert
goods, includes jellies, puddings and mousses.
Koch says, “These are mostly exported into China
and [within] Africa.”
The company is also currently expanding its
brands to biscuits with a new plant being built.
The company also owns Marmite, a popular English spread, in Southern Africa.
Growth and promotions
The company has goals of growing aggressively
into Africa on both the export and retail side. “We
want to familiarize our customers with Bokomo’s
products,”says Koch.
It is important to find the best possible importers per market segment in order to ensure
that we obtain optimal growth.
Bokomo will be doing a lot of in-store activities like competitions at major retailers such
as Pick ‘n Pay and ShopRite stores in Africa,
as well as in-store tasting events to familiarize buyers with Bokomo Foods products and to
educate consumers on the health benefits of
its cereal and dried fruit.
APRIL 2011 • The African Business Journal
Corporate responsibility
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Among the largest food companies in South
The company works in conjunction with farmers
Africa, Bokomo Foods has built a niche with
in Upington to promote Fair Trade. Koch notes
dry fruits and cereals. It has proven itself as a
the importance of initiatives like this and how Bo-
mainstay in South Africa with an ideal value for
komo is a strong believer in investing in the lives
popular, healthy products. With household name
of the individuals who work for the company.
brands and hardworking staff dedicated to its
Bokomo Foods is aware of the environmental impact that it has on the world and works
products, Bokomo has a long future ahead in the
South African food industry. TAB
with a number of agricultural advisors to ensure good environmental practices. “We have
agricultural advisors dealing with the dried
fruit producers and advise them on pesticide
and fertilizers.”
www.bokomo.co.za
AS SEEN IN THE APRIL 2011 ISSUE
OF THE AFRICAN BUSINESS JOURNAL