New baby goods distribution partnership

Loren Young, founder of Vital Baby, will assume the role of MD of the new company. "This strategic partnership will bring a wealth of knowledge, resource and brand expertise to best serve the interests of all the brands that we represent. The company plans on growing the distribution of its existing stable of high quality brands into the Southern African retail market and expanding the brand offering to acquire other potential brand leaders in the category," says Young.

Young started her company in 2003 with a Master's degree in Speech Pathology, after seeing a gap in the baby category for high quality products at affordable price points. The business grew substantially over the next eight years, launching new baby brands into the South African market and pioneering many leading private label programmes.

The new company will distribute Vital Baby feeding accessories, Sudocrem Healing Cream and supply numerous retailers with private label brands. Recently, ForeBaby has taken over the Olli Organic baby food brand, which further enhances the company's scope in the nutritional sector.

"We are very excited about the strategic offering that ForeBaby will bring to the company in this very important channel. It is a top contender in a highly competitive market where the highest standards must be maintained. Its adherence to the stringent quality controls of leading markets such as Europe has solidified trust in our product ranges. It can continue to offer the South African market consistently high standards and effectively raise the bar in the consumer baby market," says Leron Varsha, CEO of the Fore Good Group.

Fore Good offers procurement, logistics, storage, distribution, sales, merchandising, commercial development, key accounts, information gathering, branding and shopper marketing for leading brands. Brands include A1 Sauces, Ambrosia, Batchelors, Bioplus, Canderel, Cewe photobooks, Divine Essentials, Equal, Hama, Kodak, Kraft Mayonnaises, Kraft BBQ Sauces, Moulinex, Miracle Whip, Planters Peanuts, Pringles, Rowenta, Samsung, Sharwood's, Snack Factory, Sudocrem, Vital Baby & Tefal Electric.