UAE food manufacturer steps up local distribution marketing

Lauren Siebrits, the CEO of IFFCO South Africa

The group identified an opportunity in the South African FMCG market for good quality consumer goods at affordable prices and launched IFFCO South Africa in October 2010, as a private company, appointing Lauren Siebrits as CEO.

In 2009, she was the first woman and South African to be appointed as CEO of Simba, part of the global PepsiCo group, overseeing 1700 staff. Siebrits is an innovative, results-driven professional with proven success in marketing and general management at an executive level. She has extensive experience in the FMCG sector and a strong entrepreneurial flair, which has resulted in an impressive record of accomplishment in various marketing roles and a distinguished marketing career in leading FMCG companies such as Borden Foods, Coca-Cola, Dairybelle and SmithKline Beecham.

Marketing increases to national chains

The local office is introducing and distributing the group's Tiffany range of biscuits, chocolates and confectionary. Siebrits and her team will now step up marketing activities to establish brand awareness and drive trial and consumption. Print, outdoor, promotional activities and television advertisements will communicate the brand proposition as being 'affordable indulgence'. It has also become synonymous with innovation either through the introduction of new products, attractive packaging designs or eye-catching in-store displays. Distribution and merchandising partners have been appointed nationally in order to facilitate delivery and on-shelf presence in all stores.

Tiffany is the group's flagship brand of impulse foods and, while it has been available at Shoprite stores for the last eight years, it will now be offered in leading retail stores throughout Southern Africa.

Research indicates price comparison key

A recent research project called 'Wake Up Shake Up', conducted by the Unilever Institute, indicates that "the recession has changed consumer buying behaviour - 65% now compare prices more often and 60% shop around".

"Consumers are exercising caution, so trading in FMCG is becoming tougher and local dominant players need more competition," adds Siebrits. IFFCO SA also wishes to change the local perception that affordable products lack quality, to the view that consumers can obtain value for money and quality simultaneously. "The company intends to build a strong reputation and gain market share with the aim of becoming the next leading FMCG conglomerate," she adds.

Future manufacturing

In future, the company intends manufacturing goods locally, which will significantly aid job creation through the establishment of a manufacturing plant and create procurement for local, small businesses. "We also plan on extending our product line by introducing new food products in the next few years including pasta, beverages, ice cream, condiments and olive oil," Siebrits says. The group is aware of the increasing market trend towards health and nutrition and is focusing its efforts on innovations such as sugar-free and digestive biscuits containing prebiotics.

By March 2012, all its packaging will be adapted in accordance with the Labelling and Advertising of Foodstuff Regulations promulgated by the Department of Health in terms of the Foodstuffs, Cosmetics and Disinfectants Act. Its product packaging will provide clear nutritional information displaying the ingredients and demonstrating how the serving size of the products fits into the consumer's recommended daily intake.

"Quality is an important aspect of all that we practise, produce and promote in our pursuit of excellence," Siebrits concludes.

For more info on the group, go to www.iffco.com.