3. Contents
Maintaining consistent, reliable relationships with our suppliers.
Messagefrom the CEO
ExecutiveSummary
OurBoard Of Directors
OurExecutive Team
OurGroup Structure
OurMission
OurVision
OurStrategy
OurAdvantage
OurValues
SalesDivisions
Categories& Brands
4. Message from the Chief Executive Officer
WhenIwasintheseventhgradeIusedtotraveltoschoolbybusandmyparentswouldgivemebusfareweeklywhenevertheycouldaffordto.ThenonedayInoticedanolderguywhousedtocometoourschoolandmakingmoneyasanamateurphotographer, soIthoughtthatIcoulddoittoo.
Therewasoneproblemthough;Ididn’thaveacameraandIknewthatmyparentswon’tbeabletobuymeacamera.SoIthendecidedtosavemybusfareandwalktoschoolfortwomonths. AfterwhichIhadenoughmoneytobuythecheapestcameraavailable.HoweverIwasfortunatethatIwasabletoexchangemynewcameraforanolderbettercamerawithanotherguy.
WithinafewdaysIwasinbusiness,takingpicturesofpeopleandthebusinesswasdoingwell.Butmybusinessfailedtogrowliketheolderguy’sbusinessandIwonderedwhy.ItisonlyinretrospectthatIwasabletoknowwhymybusinesscouldn’tgrow.
Itturnsoutthattheolderguyhadmorepatiencethanmyself;hesavedupmostofhisprofitsandinvestedtheminhisbusiness.I,ontheothercouldn’tdothesame.Thethingis;Igrewupinalessfortunatefamily,somanytimestherewerenightswhenIwasfacedwithachoiceofkeepingmymoneysaveduporputtingfoodonthetable,Ichosethelatter.
YearslaterI’vehadmyfairshareofsuccessandfailureinthebusinessworld.IlookbacknowandIclearlyunderstandthedecisionItookinmyfirstbusinessasaseventhgrader.Imadeadecisiontoaddressanimmediateneedthatmyfamilyhad,ratherthanaccumulateprofitsformyself.
TodayI’molder,wiserandmatured.IunderstandthatalthoughIhadgoodintentionsbyaddressinganimmediateneed,itwould’vebeenmuchbetterifIwasabletobalancemyphilanthropywithasolid,sustainableandprofitableplan.
I’vespentthelastdecadeintheICTindustry,sonaturallyonewouldexpectthatIshouldstillbeinthatsector,howeverIfindthatI’mabletomakeamorefulfillingimpactinotherpeople’slivesthroughtheFMCGsector.I’msoexcitedtobeapartofanorganizationsuchasStartcoFoods.Wehaveembarkedonajourneytotransformthelivesofourcustomersandimpactcommunitiesthroughthesaleofnutritiousfoodproducts.
AsyoureadthisCompanyProfile,I’dliketomakeasincererequesttoyoutoconsiderpartneringwithmeonmyquesttobalancephilanthropywithasolid,sustainableandprofitableplan.IbelievethatIhaveasolidplan,butitisrathertoobigformetoexecuteallbymyself.
Regards,DonaldMaila
Itturnsoutthattheolderguyhadmorepatiencethanmyself;hesavedupmostofhisprofitsandinvestedtheminhisbusiness.
DearFriend/Colleague
Messagefrom the CEO
5. ExecutiveSummary
StartcoFoods is a young South African food producer with a strong emphasis on grains and sugar, beverages, meat products, wellness food products and nutraceuticals.
Our main activity is the processing, marketing, selling and distribution of branded rice, sugar, cooking oil, meat products and spices as well as the branding, marketing, selling and distribution of superfruitjuices, nutraceuticalproducts and household products.
Our flagship product is a processed meat sausage under produced mainly for the lower-LSM consumer base, under our in-house brand known as Autumn™ Original Quality (see pg13).
StartcoFoods is a subsidiary of StartcoGroup (Pty) Ltd.
Driven by the desire to produce and market only quality food products.
QuickFacts
South Africa has the highest per- capita consumption of sugar in the African continent.
Sugar consumption growth in Southern Africa is expected to be above the annual world average due to improving levels of disposable income
South Africa exports more than R800 million randsof rice to Zimbabwe annually.
After maize and wheat, sunflower seed is the most important field crop in South Africa.
Restaurants and Coffee Shops spend on average R1.4 Billion randson food and beverages per month in South Africa alone.
The food and beverages manufacturing sector employs approximately 230 000 people.
Page 5
6. OurBoard Of Directors
As a young company we are driven by the need to be competitive, investor- friendly and profitable. We are currently establishing our Board Of Directors in line with the King Code of Governance Principles.
Page 6
Donald MailaChief Executive Officer
Vacant PositionChief Financial Officer
Lucas MarakallaNon-Executive Director
Vacant PositionNon-Executive
Vacant PositionNon-Executive Director
Vacant PositionNon-Executive Director
7. OurExecutive Team
Page 7
We are putting together a diverse group of dynamic individuals to make up the leadership team at StartcoFoods.
Their challenge and purpose is to make a fundamental impact for our company, our clients, and the investors.
Our Group Structure
01
02
04
05
06
Donald MailaChief Executive Officer
OurGroup Structure
01
Jonathan Dean SandersExec. Director: Sales & Marketing
02
John SwartManaging Director
03
VacantExec. Director: Human Resources
04
VacantChief Financial Officer
05
VacantExec. Director: Operations
06
03
8. OurMission
Page 8
Our mission is to produce and market quality nutritional food products that will contribute to the wellbeing of our customers.
Our motivating purpose is to create value for our shareholders while adhering to ethical principles of business conduct, to perform a useful social function by fostering the professional development of our employees and associates, and to serve the communities in which we operate, by contributing to their economic and social progress.
Meaningful economic contribution to the communities where we do business.
9. OurVision
Page 9
Our vision is to establish StartcoFoods as one of the top players in the market for functional foods with high value added, which deliver improved nutrition and wellness to consumers.
We also intend to achieve clear leadership in selected products with high growth potential.
Our Strategy
In alignment with our mission, our strategy is to enter the market through various strategic partnerships with relevant industry players.
Raw MaterialManufacturers
DomesticWholesalers
ExportPartners
DirectSales Channels
Establish strong relationships with following stakeholders:
Establish own manufacturing and packaging infrastructure.
Provide superior quality products through stakeholders.
Invest more energy and time in brand activation projects.
10. Page 10
Ourdirectorsarebringingacombinedexperienceof13yearsintheirrespectivefieldsofretail,wholesaleandtechnologyandthisputstheminauniquepositiontoensurethesustainedsalesofqualityproductstoourcustomers.
Our Advantage
Partnership:
StartcoFood thrives on the long-term relationships we have with our suppliers and customers. We aim to satisfy our customers by offering quality food products that meet their specific needs.
Our excellent products, together with our professional and responsive management sustain the sound and productive partnerships we enjoy.
Excellence:
Excellence is an approach which we at StartcoFoods, implement in all aspects of our business activities. Know-how, professionalism and quality are the key to excellence.
We invest in excellence through trained, professional and experienced personnel.
Innovation:
We apply innovation to every step of our sales and marketing approach. On the other hand, our understanding of manufacturing processes enable us to demand quality from our manufacturing partners, so we may offer better and high quality products to our customers. Traditional values, profound know-how and vision are the growth engine of our product development.
Work Environment:
We believe that our working environment reflects who we are and how we do it. We manage our company from modern, advanced and friendly premises. We believe that a friendly work environment encourages high productivity and this often translates to better sales and profit. We create and maintain a healthy, productive and sustainable working environment.
OurValues
Integrity Honesty and integrity are foundations of which our business has been builtupon. We have a strong belief in setting the appropriate expectations and honoringour commitments.
Transparency We believe transparency and openness is the basis of any business relationship. We adhere to international business practices with our partners.
Long term perspectiveWe have a long term perspective on the products we bring to our markets. We are looking to work with our international partners to develop and grow our markets in a sustainable fashion.
Communication We are led by a multi-cultural team spanning from South Africa to Zimbabwe and are completely comfortable in South Africa and other African business environments.
11. SalesDivisions
Page 11
Our Sales Department comprises of 3 sales divisions, each with a specific target market.
Our most active division is the Consumer Sales division.
Adding value to our customers by offering consistent quality products.
Consumer
Sales
Industrial & Bulk
Sales
Vertical & Export
Sales
We have embarked on a journey to transform the lives of our customers and impact communities through the sale of nutritious food products.
Without the commitment and persistence of our loyal Sales team, we cannot fulfil this journey.
OurJourney
13. Made with ground beef and turkey or chicken. It has an accentuated reddish/pink raw appearance. The worshas an aromatic tangy flavour enhanced with BBQ spices to complement the tang. Great for the braai and grilling.
Frozen Product
PROFILE
COMMERCIAL NAME
AUTUMN™ Original Quality Wors
INGREDIENTS
Beef, Mechanically Deboned Chicken or Turkey, Water, Salt, Cereal (Wheat), Spice & Spice Extracts, MSG (Flavour Enhancer), Preservatives: Sodium Sulphite.
ALLERGENS
MAY CONTAIN WHEAT GLUTEN, MILK, EGG OR SOY ALLERGENS
PACKAGING
Case Pack Config: 10 x 500g
Product Code:LCP001-AT
Barcode: T.B.A
Unit Config: 500g black tray
Case Pack Config: 4x 1kg
Product Code:LCP002-AT
Barcode: 0700371690298
Unit Config: 1kg sealed white box
STORAGE
Keep product stored in fridge, use or freeze before expiry date
PRODUCT
DATASHEET
