Kraft Food has selected the Fore Good Group as its local partner to distribute selected brands from its extensive brand portfolio throughout South Africa.
Fore Good will be working with brands such as Kraft Mayonnaise, Planters, Tang, A1 Sauce, Kraft Salad Dressing, Kraft Miracle Whip, Jello and Kraft Barbecue Sauces.
Leron Varsha, CEO of the Fore Good Group, said that the partnership represents a major coup for the company, as it faced tough competition from a number of leading South African distributors to win Kraft's stringent selection process. He added that it is a "great honour" for Kraft to entrust Fore Good with increasing its brand portfolio and product mix within South Africa. The company will also be tasked with launching certain new Kraft categories in the country.
Varsha believes that Fore Good is well placed to help Kraft meet its brand objectives. "Having assisted a number of brand owners and suppliers with their brand challenges, from importation to merchandising and marketing, we have gained valuable experience in launching brands and seamlessly integrating with multi-national brand strategies," he notes.
"This will prove enormously useful as our relationship with Kraft progresses," Varsha concludes.
About the Fore Good Group
Fore Good is a leading brand builder and distributor in the FMCG sector offering suppliers comprehensive solutions - from importation right through to merchandising and marketing. With over 4,500 employees servicing the entire South African landscape, Fore Good offers procurement, logistics, storage, distribution, sales, merchandising, commercial development, key accounts, information gathering, branding and shopper marketing for some of South Africa's and the world's leading brands. Brands include A1 Sauces, Ambrosia, Batchelors, Bioplus, Braun, Canderel, Clearblue, Duracell, Equal, Fixodent, Kodak, Kraft Mayonnaises, Kraft BBQ Sauces, Miracle Whip, Old Spice, Planters Peanuts, Pringles, Sharwood's, Tampax, The Snack Factory & Tang.