Has Recently Been Upgraded to ISO 9001: 2008. the Journey To
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THE MARKET has recently been upgraded to ISO 9001: Brookside Dairy has become the leading dairy 2008. The journey to certification started processor in the region, and one of the top fi ve with identification of internal and external dairy companies in Africa in a relatively short customer requirements. The whole supply span of 17 years. The Brookside brand is now a chain was mapped into key processes and household name in many parts of the region. objectives were put in place with the external This success has been borne out of a vision customer in focus. set at the company’s inception way back in The company has also achieved HACCP 1993 to be the benchmark dairy company in certification and systems have been upgraded Africa through a combination of investment to ISO 22000: 2005. in world-class operations as well as forging The first dairy in the region to gain ISO partnerships with key industry stakeholders. certification, it is a commitment to customer Brookside Dairy’s daily operations are requirements, improved efficiency in inspired by the principle- Goodness for All, operations and ongoing business improvement. through which the company often aims for The certification has also given the brand mutually beneficial partnership with the better recognition in the dairy sector. various stakeholders in the value chain. Brookside’s wide range of well-known HISTORY dairy and related products are then sent through The company and the brand were started three national distribution depots, 200 large at Sukari Ranch, Ruiru on the outskirts of agents and more than 300 sub agents to over Nairobi in 1993 where it is still located today. 200,000 outlets in East Africa. The company’s The company only supplied fresh milk at products are available in 10 countries (Kenya, inception. Uganda , Tanzania , Rwanda , Burundi , DRC, Starting off with an initial workforce of 30, Sudan, Egypt, Syria ,Mauritius). Brookside the immediate task was to develop concrete employs about 2800 employees. milk delivery lines by establishing working The brand targets the upper segment of relations with farmers as well as streamlining the market and consumers who look sales and marketing. for quality, healthy lifestyles have a The key issue then was trust, as variety of products to choose from. the whole value chain - from farmers With both fresh and long-life milk, to consumers - were used to being fermented products, ghee, butter served by one previous supplier who and cream, Brookside as a brand held the monopoly. Retailers were controls over 80 percent of its core not sure of the untested brand making top end target market. As a corporate, sales, and would stock very little however, Brookside Dairy Limited Brookside product initially. controls over 50 percent market share Brookside also recognized the of the dairy industry in Kenya with all huge potential that lay with helping its various brands. farmers adopt modern farming The immediate future the brand technology in order to maximize milk is expected to grow both locally and production introducing a farmers’ regionally, en route to achieving its extension program through which vision of being the leading dairy in dairy training courses are regularly Africa within the next five years. organized around the country. Farmers can also obtain loans guaranteed by ACHIEVEMENTS the company under the program to Having launched the company in 1993, expand their businesses. The same long life milk production began in loan scheme has been extended 1999. In 2003, as part of its growth to benefit the company’s value strategy, the company acquired Ilara chain. Brookside facilitate farmers dairies. The following year saw to get loans from leading finacial Brookside awarded ISO 9001. In 2008 institutions and banks through a the company bought Delamere and in check off system . 2009 it merged with Spin Knit dairies Brookside started off by procuring to become the leading dairy in Kenya and processing 5,000 liters of milk and the East African region. daily from nearby farms – this Brookside’s ISO Certification figure has risen steadily to ensure 26 27 that we have a processing capacity serve farmers better. and Brookside of about 700,000 litres per day – an has signed agreements to sponsor the over 150 fold increase in the last 15 Regional School Games that bring teams years. Brookside produces superior from schools from seven countries. The quality milk sourced from over event will now be called the Brookside 145,000 farmers in Kenya. Some East African School games. 95% of these farmers are small scale Brookside Dairy has also been the producers, while 5% are established title sponsors of the biennial Brookside commercial farmers. Livestock Breeders Show & Sale, the largest and most prestigious pedigree THE PRODUCT livestock exhibition and sale in the region Brookside has build its success on that often attracts upwards of 30,000 innovation and invests heavily on players in the livestock sector from the research and development in order region often for educative purposes. to provide the market with products The Show has succeeded in changing that meet the ever changing consumer people’s perception about dairy farming needs, tastes and preferences and that as a preoccupation for the elderly, with refl ect global changing trends. younger people being influenced to try Made for people who understand the farming. the health benefits of fresh dairy produce, Brookside’s wide variety of PROMOTION products include: The brand promotes itself across the Brookside Fresh milk: This media mix on TV, radio, print, billboards category incorporates different sizes and wall branding, among other mediums. and variants based on butter fat Selection depends on the product being levels; for example, standard milk promoted and the target market. with 3 percent butter fat and whole Integrated communications in all milk with 3.5 percent butter fat. promotions include a 360 degree plan; Brookside dairy fresh long and brand association and events will be life milk: Dairy fresh whole milk, leisure industry. included in the campaign . Brookside low fat milk and flavoured milk Brookside Cream: The two variants are During the launch of the repositioned available in coffee, vanilla, strawberry, chocolate, whipping cream and double cream. Brookside low fat milk, the campaign’s positioning bubble gum and banana. These come in a six Being the first dairy to offer fresh milk in line was “Get in to shape with Brookside low fat pack (gift pack) in six flavours, either assorted Tetra Rex packaging, Brookside was also first to milk’, which was very successful for the product or individual. launch fresh milk in plastic bottles for the bulk and the sales grew by over 300 percent. Fermented products: This range comprises buyers and to create the 20 litre “bag in a box” yoghurts available as both drinking yoghurt and milk targeting institutions. BRAND VALUES fruit cup yoghurt. Maziwa lala is another product This is a brand associated with quality, purity, in this line and includes Natural lala (fermented RECENT DEVELOPMENTS freshness and trust. It promises consumers that milk) and sweetened lala. The brand recently relaunched its low fat milk, it will deliver on their trust and is committed Brookside ghee: The cooking fat of choice targeting the health conscious consumer. A to supporting the communities in which it for many. new facility in Nairobi’s industrial area was operates. Brookside Butter: This comes in salted and also acquired after merging with Spin Knit Dedicated to upholding its payoff line, unsalted butter, and is targeted at both individuals dairy while the company has in recent months “Goodness for all”, Brookside carries out all and also bulk consumers, like the hotel and expanded its production facilities to be able to our activities for the benefit of everybody in the value chain, with a strong focus on relationship marketing. THINGS YOU DIDN’T KNOW ABOUT BROOKSIDE Brookside supplies all 10 different countries with its products produced from the Ruiru and Industrial area Nairobi plants Brookside has a second plant in Nairobi’s Industrial Area (formerly Spin Knit) to complement their main plant located at the headquarters in Ruiru, Kenya Brookside was the first company to start a farmers ‘extension programme for farmers Brookside is among the top five dairies in the region 26 27.