January 2018

NEWSLETTER Contents NEWSLETTER

A MESSAGE FROM OUR CEO 1

COUNTRY NEWS 2 Drink-O-Pop kicks off its Selfie Competition 2 REPUBLIC of Congo gets walking 2 Congo goes back to school 2 Cowbell and Loya team up for hospital visits in the Congo 3 Cowbell partners with Africa Care in the Congo 3 Synergy of PKL’s Sossi and Safari Simbaz partnership 3 Promasidor Ghana puts a smile on the faces of hundreds of children with cleft lips 4 Yumvita thrills patrons at the maiden edition of Yumvita Kiddie Games 4 Miksi tour capital city of Accra with popular fitness reality TV show 5 Azizakope wins Miksi community regatta in Ghana 5 Cowbell tours Parliament of Ghana with contestants of annual Cowbell–NCCE quiz competition 6 Onga promotes tourism in Ghana through cultural based reality shows 6 Cowbell supports the Dercy association against sickle cell anaemia in Gabon 6 Promasidor Business Development team @ The Rwanda International Trade Fair 2017 (Kigali Expo ‘17) 7 Group CEO of AJINOMOTO visits Promasidor 9 The General Manager Europe & Africa Division of Ajinomoto visits Promasidor Nigeria 9 Loya takes Yaoundé by storm 9 PCSA starts direct distribution in the modern trade 10 Promasidor Djazair’s HR scouts for new talent in Universities 10 Le Berbère Croissance National Campaign & Tasting Animations Tour 10 ESPRIT EN ACTION co-workers ideas to life 11 DREAM & DARE is 1 year’s old! 11

LAUNCH PAD 12 PKL has extended Sossi and Wow brands by introducing new flavours. 12 Wow launches tomato flavour in Kenya 12 Onga brand excites consumers with the launch of 3-in-1 (Ginger, Onion & Garlic) flavour. 12

UP CLOSE & PERSONAL 13

Feel free to click on the above titles to jump to the relevant article. Olivier Thiry, Group CEO 13

TILL NEXT TIME... 14 A message from our CEO, Olivier Thiry

First of all I would like to take this processes, focus on internal talent for us. Let’s focus on what our data opportunity to wish you all the best developments, whilst still providing tells us and not try to organize it. Re- success for you and your families for 2018. our customers with quality products, using and capitalising on successful and do our part to contribute to the initiatives are also an important part Four months have gone by since I development of Africa through our of progressing quickly. Of course, all assumed the office of group Chief corporate social responsibility. Last, of this will be possible if we maintain Executive Officer of Promasidor and I but not least, we will allocate the our core business with new product would like to start by saying how very appropriate support and resources to development aligned with the needs of honored I am to have this responsibility. accelerate the development of new our consumers and the local contents. I measure the importance of the products with higher local content. I’m confident that our strategic expectation of the role and I want to partnership with Ajinomoto will actively express my sincere appreciation to all One of Promasidor’s greatest strengths support this direction of development of you for your past contributions to is our multi-local approach, of which I with new innovation and technology. the many successes achieved by the am a great admirer. However, as with company that allow us all to be where all systems, there are some limitations, This is the “what”, but the “how” we do we are now. as we are continually growing and it is equally important. For that we will have to share with, and capitalize on, need to add a sustainability approach It was important for me to identify where more and more expertise from others. to protect and steward resources we are over the last four months, as We definitively need more structure for the future, and create shared we start the next step of our journey and standards in our processes: ICT, value with nutrition, health and local together. This understanding completed management of our brands, R&D, content development projects in all the now will drive our decision-making and technical know how…. to mention communities we will interact with. the way forward at all levels of our a few. Our internal communications structures with our roadmap for 2018 and teamwork within our organisation In conclusion, if we can act in the and beyond. We are one of Africa’s also need to be improved with respect of each other and celebrate our leading FMCG companies and the performance tools to share information diversity we can go some way towards vision is to continue to deliver quality and communication around the same the next step in our organization all food products with profitable growth. project. Emails alone are not enough together. I wish you all the best for the We will strive to improve on our current anymore. We also have to put business year ahead and let’s make 2018 one to product portfolio, processes and the intelligence in place, as there is no remember. environment within which we operate. merit in spending days organizing Olivier Thiry We have to improve our internal information when a system can do it

NEWSLETTER

1 1 | Back to content page bags and milk to these less fortunate children. Country News Over 1500 bags were distributed, including school stationery items such as, pencil cases, pens, pencils and books, as well as a strip of milk sachets also upload a Drink O Pop contained store has received a permanent ABS for each child. DRINK-O-POP KICKS OFF ITS selfie to our many social media advertising board, the competition SELFIE COMPETITION platforms, which will enable them to poster as well as a Spaza Tub The Cowbell and Loya teams were win even bigger prizes: smartphones, containing 100 complimentary sachets. honoured to spend a day in each Drink-O-Pop South Africa’s Summer headphones and more. This will increase visibility, awareness at school, and share a milk moment with promo kicked off on 15 November. It’s a the point of consumption and ultimately four month campaign where consumers To support this campaign we have each student. increase the pull of Drink-O-Pop out of REPUBLIC OF CONGO GETS CONGO GOES BACK TO will have a chance to win their share of seeded almost 8000 spaza stores the wholesalers. WALKING SCHOOL R200 000 in instant airtime. They can across the Republic. Each spaza To date, we have had 41 264 entires As part of our aim to promote a healthy As part of its back to school community and rewarded 12 253 lucky winners life-style, Cowbell organized a big with airtime vouchers of R5 and R10. In initiative the Cowbell and Loya teams walkathon in Brazzaville and Pointe our WhatsApp promo 715 selfies have visited l’École Primaire de la Poudrière Noire during the month of September. been submitted with four lucky winners. and l’École Primaire Moussa Eta, with With over 1000 participants, and the objective being to contribute school the support of mayors from different neighborhoods, the walkathons were refreshing and inspiring for all those involved. It ended with the distribution of Cowbell Milk to each participant.

Based on the success of this initiative, Cowbell has been requested to organize walkathons on a monthly basis, in partnership with numerous sports clubs and mayors.

2 | Back to content page riders for the race, who were clad in Sossi marketing effort in our consumer sales among spectators in Kayole, COWBELL PARTNERS WITH Sossi riding gear. The Sossi Simbaz activations across Nairobi. The team, Athi River, Kibera, Kawangware, AFRICA CARE IN THE CONGO did the brand proud by clinching 11 out cycling on rollerblades atop a block Utawala, Embakasi and Kangemi of the 20 cash awards that where up board set up near the customer base, neighbourhoods. The activity managed In partnership with the Africa Care for grabs. The Promasidor Sossi team were instrumental in pulling and Association, Cowbell contributed to to treble crowd volumes, which allowed sponsored a warm, nutritious meal engaging the crowds by advocating its monthly initiative “a sandwich for for the promotion of Sossi to a larger comprising of Sossi pilau and sampled the importance of protein in nutrition everyone”, which invites the population audience with an average of 25 to 80 participants that included cyclists, and sport. This has provided the Sossi to make a sandwich and share it with marshals and spectators. adults per demo and a total of 8 demos marketing team with the opportunity to an orphan. The Cowbell team made conducted daily. sandwiches and distributed milk to each In a similar manner, a team of three share brand benefits and induce trial child as part of their contribution to this Sossi Simbaz cyclists supported the of cooked product, as well as initiate non-profit initiative.

SYNERGY OF PKL’S SOSSI AND SAFARI SIMBAZ PARTNERSHIP COWBELL AND LOYA TEAM UP FOR HOSPITAL VISITS IN THE Sossi, in partnership with Safari CONGO Simbaz, a charitable organisation under the stewardship of cycling champion and bike sports exposure, among other As part or our CSR initiative the David Kinjah, is committed to making a opportunities for youth residing in low- Cowbell and Loya teams visited 2 of difference in our communities through income areas within Nairobi. the biggest general hospitals in the cycling. Sossi and Safari Simbaz enjoy This September, the Safari Simbaz Republic of Congo to give their support great synergy by supporting each other team participated in the Tatu City Road to children in the paediatric department in their own events. The partnership Race, which comprised of an 116km by distributing some milk and love. The has been ongoing since 2010 and teams spent the day playing with the is centred on nutrition, sporting and and 60km race for professionals and children and explaining the health and empowerment, where life skills are juniors respectively. Other categories growth benefits of drinking milk on a imparted. “The power of the bike” is were men, women, veterans, and daily basis. used as a stepping-stone to acquire seniors, with a total of 250 cyclists skills to repair and maintain bikes participating. Safari Simbaz fronted 19

3 | Back to content page Senior Brand Manager Miriam Mutie poses with the Safari Simbaz team. Speaking in an interview, marketing manager of Promasidor Ghana, Mr. YUMVITA THRILLS PATRONS Shine Akiem Torsoo, emphasized the AT THE MAIDEN EDITION OF need for such support. “As a company YUMVITA KIDDIE GAMES that is committed to giving back to The maiden edition of the Yumvita society, CSR activities form an integral Kiddie Games came to a successful part of our engagement with society. end with several parents thronging the We believe that communities that we Lizzy Sports Complex to register their operate in should not only benefit children for various sporting activities. from the nutritional value of the quality In what could be described as the products we supply but also from an “baby-olympics” of the brand, kids investment in other aspects of their took part in sporting activities like the lives, and that is why we support 50m-race, toddler race competition, initiatives like this. We can only crawling competition, mini golf and encourage other businesses like ours to follow suit,” Mr. Torsoo explained.

During a visit by the delegation from PGL to the mission site, beneficiaries of the project, especially mothers of and other facial deformities. PROMASIDOR GHANA PUTS children who were treated, expressed A SMILE ON THE FACES OF The medical mission was conducted at their profound gratitude to Promasidor HUNDREDS OF CHILDREN the Koforidua regional hospital with over for the support and pleaded for more WITH CLEFT LIPS a hundred and forty children benefiting of such initiatives. The team from PGL from the sponsorship package from was given a tour of the mission camp many more. It was a highly charged who underscored the importance of Promasidor Ghana. Promasidor Ghana has donated cash and taken through the stages involved atmosphere as kids between the ages a balanced diet and also conducted a in treating children with cleft lips and of 6 months to 6 years battled it out dietary assessment of kids at the event. and products to support the latest The donation forms part of the many palates. for the much-coveted Yumvita prize medical mission by Operation Smile, CSR activities by the company in Mothers were not left out in the fun packages. Kids were also treated to an international medical charity with promoting the holistic development of as the brand provided a special spa some fun games like musical chairs, renowned medical surgeons who society. Prior to the medical mission, treatment for them. bouncy castle games, swimming provide free surgeries for children and beneficiaries were engaged in a games and others. The event climaxed with a mass young adults in deprived communities nutritional program with Promasidor birthday party for over 50 children who who are born with cleft lips, cleft palates supplying all dairy products used. Yumvita also invited a renowned celebrated their birthday in the month of Ghanaian dietician, Nana Kofi Owusu, September.

4 | Back to content page competition. The 13-week show came The Azizakope team, the winners of the a successful end. She also expressed AZIZAKOPE WINS MIKSI to an end with Damien Smith emerging competition, exhibited great levels of the commitment of the brand to invest as winner of the competition. He took COMMUNITY REGATTA IN determination and strength on the river in more indigenous sports events like home cash, products and souvenirs GHANA as they paddled their way to victory from Miksi. against equally good teams along the the regatta. Volta Lake. The Adzim and Alorkpem The Miksi Community Regatta was The event received patronage from one of the most exciting activities to teams chalked up the second and third several teams and supporters who crown the recent Ada Asafotufiami, positions respectively after a hot final came in their numbers to cheer their a local festival for the people of Ada. race. favourite teams to victory. All winners The tournament saw participation According to the brand manager for from teams representing over fifteen Miksi, Mrs Linda Nartey, the brand were presented with products and cash different communities in the Ada district. was excited to see the event come to prizes from Miksi.

is a fitness reality competition, which MIKSI TOUR CAPITAL CITY tests the resolve of contestants to OF ACCRA WITH POPULAR showcase weight-lifting and muscle FITNESS REALITY TV SHOW building skills through activities like loading race, car pull, overhead press, Ghanaians from 13 different squat and dead-lift amongst others. communities across the capital city Thousands of residents in the various of Accra were given a novel brand communities flocked to the separate experience when Miksi, together with a events to watch the display of strength local TV station, brought a popular local and muscle in all the games. Miksi TV reality show to their doorsteps. The products and souvenirs were presented show, dubbed “Ghana’s Strongest”, to contestants at different stages of the

5 | Back to content page Contestants of the Ghana’s Most (non-contagious), characterized by the ONGA PROMOTES TOURISM IN Beautiful were tasked with cooking for alteration of haemoglobin (the protein GHANA THROUGH CULTURAL children of a home. The children were ensuring the transport of oxygen in the BASED REALITY SHOWS happy to see the contestants and really blood). enjoyed the food, with some kids lining Ghana’s Guinness world record- up for more. To raise awareness of the disease, breaking brand Onga has embarked DJ Fleo, Gabon’s most famous disc on a campaign to promote the country jokey, mixed non-stop for 50 hours as a tourist destination through the COWBELL SUPPORTS on Urban FM, the most popular radio support of cultural-based reality shows THE DERCY ASSOCIATION station in Libreville. The objectives of purposely designed to project Ghanaian this initiative were to educate as many COWBELL TOURS AGAINST SICKLE CELL culture. In recent times the brand has people as possible to reduce certain PARLIAMENT OF GHANA WITH ANAEMIA IN GABON sponsored three major shows, with prejudices about this disease, as well CONTESTANTS OF ANNUAL the primary objective of showcasing as obtain donations for the association. COWBELL–NCCE QUIZ The Drecy Association is an organisation Ghanaian food culture and much more. Cowbell supported the initiative by COMPETITION that builds awareness of sickle cell These shows include Miss Tourism, anaemia, which is a widespread genetic donating products and gifts to more Miss Asafoutufiami and Ghana’s disease that affects nearly 50 million than 100 children of the association, As part of the activities that crowned Most Beautiful. All 3 shows require individuals and about which bought smiles to their faces. the recently ended Cowbell-NCCE contestants to display the rich culture 300 000 births per quiz competition, contestants from the of the communities they represent year worldwide. The 10 schools participating in the finals through music, clothing, dance, and majority of these births of the competition were offered a rare food amongst others. Contestants were occur in sub-Saharan opportunity to tour the Parliament of constitution, issues of local governance took home the trophy as the winner in also quizzed on their knowledge of Africa and India. Sickle Ghana. Ghanaian culture. Popular in all three and the judiciary in the grand finals the Senior High School category. cell anaemia has no The tour, which was organized by the of the quiz. The finalists included six pageants is the cooking competition treatment and it is a Cowbell brand, saw pupils interact with Junior High schools and 4 Senior High The Cowbell NCCE Constitution quiz is organized by Onga for contestants to genetic disease linked different members of parliament, after Schools. organized by Cowbell in collaboration showcase their culinary skills. to red blood cells which they joined the members in the with the National Commission for Civic G. J. School beat the defending chamber of parliament to observe the champions, Liberty School, to take . The competition is aimed at proceedings of the day. home the trophy in the Junior High encouraging the youth in the country After the visit, contestants exhibited an School category of the competition to acquire civic knowledge and instil in impressive level of knowledge about the whereas CADS Business High School them attitudes for good citizenship.

6 | Back to content page around the world. Products and qualitatively, we were however able to PROMASIDOR BUSINESS services on exhibition usually include identify three possible ways this impact DEVELOPMENT TEAM @ THE textiles, electronics, manufacturing, could be felt: RWANDA INTERNATIONAL agriculture, construction, banking, art- TRADE FAIR 2017 (KIGALI crafts and more. ∙∙Knowledgeable consumers: We EXPO ‘17) met direct consumers (as opposed 2017 had about 500 exhibitors to wholesalers and retailers) during representing more than 20 countries, From August 22 to September 6, 2017. the exhibition and told them more mainly from Africa and also Asia (India about Onga and the different Every year for the past 20 years, the & Pakistan), with the majority coming flavours/variants. We also conducted from neighbouring EAC countries. Rwandan Private Sector Federation some random sampling by letting (PSF) organises an international trade To improve on the top-of-mind consumers smell and taste the fair, dubbed the Kigali Expo. awareness of our products, and also in product. This has become a famous event that order to address the recurring issue on ∙∙Convinced retailers: When we brings exhibitors from various industries whether there is a difference between introduced Mchuzi Mix, a month “Onja” and “Onga”, we partnered earlier everybody rejected it thinking with our local agent (Reyanali Group it was a pirated/fake product. We Limited) to get a stand where we could were able to reassure the trade showcase our two brands currently and the consumers who are now in the market, namely Onga and confident about the quality and taste Super Dip. We took the opportunity of the product. to introduce and focus more on Onga ∙∙National exposure (media Mchuzi Mix, a new variant in the market coverage): Because people saw us after the already well-known Onga at the Exhibition, on TV (we had an seasoning Tomatoes & Pondu. interview with a local TV channel) While it would be difficult at this level and other news channels (online & to measure the impact of this short on air), they can have more trust in exposure, both quantitatively and the product.

7 | Back to content page expenses paid education excursion. Port Harcourt, and Ezekiel College, Arigidi-Akoko, Ondo State also category, is also a product of the school. Ekanem of Advanced Breed Group got an award for producing finalists Ernest-Eze, who two years ago had In his remarks during the presentation, of Schools, Sagamu, back-to-back in the last three years. won the Junior category, has become the Managing Director of Promasidor were the first and second runners-up The school produced Evans Owamoyo ERNEST- the first student to wear the crown in the Nigeria, Anders Einarsson, reiterated EZE, ABUJA respectively. in 2015, Dennis Balogun in 2016 and two categories. The 16-year-old is also Owamoyo again in 2017. the company’s commitment towards STUDENT, SETS the first ex-champion to go all the way Apart from the winners, Emmanuel education and assured that Promasidor COWBELLPEDIA to the final in another edition. Mebude, a student of Ogunlade Another school, The Ambassadors will continue to support the academic RECORD, WINS IN Memorial Secondary School, Surulere, College, Ota, Ogun State also development of Nigerian children. In a pulsating final in Lagos, Ernest-Eze TWO CATEGORIES Lagos was honoured for setting a received an award for its contribution survived the challenge by Oluwanifise The Registrar of the National new competition record in speed and to mathematics education. The school, Onafowokan of The Ambassadors Examination Council (NECO), Professor Munachi Ernest-Eze, accuracy. He answered 17 questions which boasts of 17 Mathematics College, Ota, Ogun State and Evans Charles Uwakwe commended a student of Loyola in the 60 seconds of fame segment in teachers, produced eight out of the Owamoyo of Greater Tomorrow Promasidor for the Cowbellpedia Jesuit College, set a the preliminary rounds of the Senior 12 finalists in 2016, and won the two International College, Arigidi Akoko, categories that year as well as the initiative and reiterated that education new record by winning Category. Ondo State, who had to settle for the remains the best legacy parents and both the Junior and teachers’ edition. Onafowokan, this first and second runners-up slots. Senior categories Greater Tomorrow International year’s first runner-up in the senior society can give to children. of the Cowbellpedia Ernest-Eze, who lived up to his pledge Secondary School to re-enact his 2015 victory, gave glory Mathematics Television to God for his landmark achievement. Quiz Show within a “I thank God for the end of the journey period of two years. today. I am now confident to tell Nigerians that I was a Champion and I The 2017 edition of the am a Champion again today. God has competition, sponsored done it and it is marvellous in my eyes,” by Cowbell, also he told journalists outside the studio. produced Jesse Uche- Nwichi of Graceland His father, Ikechukwu Ernest-Eze, who International School, betrayed emotions two years ago when Rivers State as his son was crowned champion, also champion of the Junior expressed appreciation to God and category. Cowbell for what he described as the double honour. Both winners received the star prize of 1 million In the Junior category, Oluwafemi naira each and an all- Adeyanju of Jesuit Memorial College,

Mr Anders Einarsson, Managing Director, Promasidor Nigeria Limited (2nd left) announced the 2017 winners

8 | Back to content page In line with its initial Strategy, gave us their annexed premise in LOYA TAKES YAOUNDÉ BY Promasidor Cameroon decided to addition to a warm welcome from true STORM proceed in stages for the Yaoundé partners. start up. We started by training the In its conquest of the Cameroonian Yaoundé back office team in Douala Four months later, although we are still market, making a mark in the political in proven management methods. ramping up staff, the Yaoundé office capital of Cameroon was obviously During the month of June 2017, the two crucial. Yaoundé represents around selected personnel – one cashier and now has 2 administrative staff, 7 sales 40% of the country’s commercial the warehouse supervisor- completed a executive on tricycles (another sales potential. In addition, it is a crossroads one-month intensive internship with the personnel of Douala joined that team area where politics, business and whole team in Douala. Next, two of our in early November), 10 salespeople on Cameroonian society cohabit, here best commercial salespeople in Douala much more than elsewhere, forming a were chosen to move to Yaoundé to foot – foot soldiers - and 4 promoters Cameroon in miniature, and becoming start the first Loya sales in that city in responsible for marketing activities thereby the ideal barometer for any July 2017. company who wants to penetrate the including tasting. Mr Nishii in a handshake with our Mr Shunichi Komatsu exchanging calling cards with our Cameroonian market. In other words, We should highlight the fact that the Commercial Director, Mr Festus Tettey Managing Director, Mr Anders Einarsson In total, these 23 warriors are ready to if one is successful in Yaoundé, the Yaoundé start up was also very smooth likelihood of being accepted everywhere thanks to the solicitude of team AJI-NO- take Yaoundé city by storm and to give After critical deliberations between our General Manager Europe and Africa GROUP CEO OF AJINOMOTO in Cameroon is higher. MOTO on the ground, who graciously Loya its share of the market. Leadership Team and the visiting team, Division of Ajinomoto, Mr Shunichi VISITS PROMASIDOR NIGERIA our Managing Director led his guests Komatsu was also in the Promasidor on a familiarisation tour to the Heat and Nigeria Head-office in Lagos on Friday On Monday 11th of September 2017, Dry Factories. The Group Chief Executive Officer of 6th of October for a familiarization tour Ajinomoto, Mr Takaaki Nishii, paid a and business discussions. courtesy visit to Promasidor Nigeria. THE GENERAL MANAGER Our Managing Director, Mr Anders This is in line with the strategy of a EUROPE & AFRICA DIVISION Einarsson and some of members of better partnership between Promasidor OF AJINOMOTO VISITS our LT received Mr Komatsu and his and Ajinomoto. Mr Nishii, who was on PROMASIDOR NIGERIA the visit with his senior colleagues, was team in the boardroom and immediately embarked on a tour of the Heat and received by our Managing Director, Mr After a recent visit of the Group Chief Anders Einarsson, and our leadership Executive Officer of Ajinomoto, Mr Dry Factories before settling for team at Promasidor headquarters in Takaaki Nishii to Promasidor Nigeria, discussions. The visit was wrapped up Isolo, Lagos. the Corporate Vice President and with close door meetings.

9 | Back to content page was appointed to take charge of the With the national marketing campaign PCSA STARTS DIRECT modern trade cash. launched, it is almost impossible not to DISTRIBUTION IN THE see our friendly mascot and new cheese After three months, 70 outlets in total MODERN TRADE product in the urban environment, have been activated, including 28 sales especially with the kick off of “The Modern trade is an essential channel outlets of category A and 35 of category Berbère’s Caravane Tour” organized by in the entire Cameroonian trading B. This performance was even more our Trade Team. The tour visits markets landscape. Although it represents remarkable as, out of the 70 points of and supermarkets in Algeria’s busiest around 20%/30% of the global market sale listed, only two were subject to cities, providing a unique experience in value, it is the fastest growing payment of listing fees. to our customers through tastings and channel to date. Finally, to drive Loya awareness and animations, and promoting our new In its penetration strategy in Cameroon, off-take at points-of-sale, each outlet cheese and new favourite mascot to PROMASIDOR had not only to supplied should be entitled to a one everyone! integrate this channel, but also to live month tasting operation. up to its requirements. It all started with The future is promising. Given the market segmentation to better cover the to thousands of future graduates, and modern trade channel. The identified excellent quality of Loya vs. the PROMASIDOR DJAZAIR’S HR offering internships and job interviews 400 outlets were divided as follows: competition, and its favourable reception SCOUTS FOR NEW TALENT IN to the best candidates. It is an initiative by the Cameroonian consumer, we are UNIVERSITIES 100 points of sale classified in A asked more and more by the modern that aims to strengthen our relationship category (i.e. 150 square meters and trade outlets to participate in their own with the best universities in Algeria. Talent is a valuable asset for our more, a good financial platform and promotional activities. For example, in development and success. Which is good credibility, allowing us to sell on November we participated in the “10 credit terms). why it is one of Promasidor Djazair’s Days Happiness Prize” organized by main values, in addition to our Group LE BERBÈRE CROISSANCE 300 other points-of-sale classified in the SANTA LUCIA chain of stores. values. We are continuously aiming to NATIONAL CAMPAIGN & B category (less than 150 square The next step will be the increase of attract new talents before they even TASTING ANIMATIONS TOUR meters, with limited financial capability, listings in the city of Yaoundé, while graduate, so that we can develop their which will buy on a cash basis, with a potential and strengthen our team. we continue the same in Douala. All Our mission: to provide quality food promotional offer where applicable). will be done methodically, focusing on Earlier this month, our HR Team, products for all our customers! A Marketing was tasked to cover the enhancing the weighted distribution and together with our trade team, was at the Promise that ‘Le Berbère Croissance’ points of sale on credit terms, and one improving consumer awareness and High Commercial Studies University, Cheese keeps by providing the best to of our best commercial salespersons stock rotation in each POS we enter. promoting our company and products our children to help them grow better.

10 | Back to content page “First think, second believe, third dream and finally dare! Realise your professional dreams at Promasidor.” ~ Bart Willems, Managing Director Promasidor Algeria.

the realization of this dream through Making and Communication); “Culture concrete projects to be implemented Value and Behaviours”; “Agility within Promasidor Djazai. We are and Organizational Effectiveness”; proud of the accomplished work and “Recognize and Evolve Our Talents”; the progress made over the last year “Manage it Measure It: Kpi’s”; through the Dream & Dare program, the brands? One of our team suggested the To support this project, the corporate “Management, Leadership, Inspiration ESPRIT EN ACTION DREAM & DARE IS 1 goal of which is to realise our company celebration of our brands’ anniversaries, department launched an intern CO-WORKERS IDEAS TO LIFE YEAR’S OLD! and our employees’ full potential, and Motivation”; and “The imprint of a wonderful idea that each of our competition calling on its co-workers to through projects, seminars, training Promasidor Djazair”. We congratulate Promasidor ambassadors can relate to! Let’s bring our co-workers ideas to life share through images what our brands Dream & Dare, the program aiming courses, tools and coaching. Together our project teams for their commitment and build leadership! mean to them! to increase Promasidor Algeria’s we will achieve excellence through the and their achievements. Performance, Growth and Well Being, 60 Deliverable Through the internal communication is already 1 year’s old! projects resulting project Esprit en Action, our co-workers from our 7 have the opportunity to build and lead Throughout this year, our 9 project major themes: their own teams and give life to their teams, made up of more than 50 “Promasidor own projects. Promasidor collaborators, were able Governance” Every two months, one of Promasidor to dream about our “Promasidor of (Vision, Risk, Djazair six values is announced and tomorrow” and to reflect together on Decision new teams have 2 months to experience a value and submit their own project!

To the question: How could we show our passion for Promasidor and its

11 | Back to content page consumer research, the tomato flavour In his opening speech Mr Sunday was highly acceptable among the Olaosebikan welcomed and thanked core target market of 4-11 year olds the audience, who were present to Launch Pad compared to BBQ, Beef and Cheese. witness the launch, for their support These were the insights that propelled over the years. Miss Oluwatooni, Onga the product launch, which comes in Brand Manager, then took the audience rings and sticks format and five packet through the history of Onga in Nigeria sizes that are sold across the modern since 2004. Oluwatooni reiterated the “With sossi beef and traditional trade. Brand manager in importance of the support our customers we are looking at WOW LAUNCHES TOMATO charge of WOW, Victoria Mwanzia, also and consumers have given to the brand tapping into a new FLAVOUR IN KENYA intimated that 2018 will see the brand since its inception as she called for more consumer base. Our embracing innovation by launching more support, patronage and usage of the new other flavour on both The children’s brand of extruded corn flavours, as well as a variety of textures flavour. chunks and mince snacks, Wow, recently launched tomato and shapes to appeal more to the target variants is classic flavour as a fourth flavour in its portfolio To make Onga GOG attractive to our market and double sales volumes. flavour, which it is with the others being sugared, salted, distributors and retailers, Mr. Olakunle well entrenched in the and cheese and onion. According to Besides providing choice and variety to Ayeni, Divisional Sales Manager, South, market. The time is consumers, both the new Sossi and Wow revealed that the purchase of 20 cartons now right to increase flavour are set to increase visibility and of any of the SKUs by our distributors our offering by on-shelf presence which is expected to will attract one carton free, while there providing consumers contribute significantly to volume sales will be a 5g Extra sachet per strip for our variety. This will also and brand growth. retailers. The offer will last from the day assist in unlocking of the launch till December 31st, 2017. growth in years to Speaking on the good health benefits come,” asserts senior ONGA BRAND EXCITES brand manager of the new Onga flavour, Mrs Omolara CONSUMERS WITH THE Miriam Mutie. Onabolu, a Nutritionist and Chief Nursing PKL HAS EXTENDED SOSSI LAUNCH OF 3-IN-1 (GINGER, Administrator from Elite Health Systems, AND WOW BRANDS BY The flavour is likely to appeal to lapsed ONION & GARLIC) FLAVOUR. Lagos, referred to the three ingredients INTRODUCING NEW FLAVOURS. and non-users who prefer the meaty (Ginger, Onion & Garlic) as vegetables taste in their food as they now have a On Thursday 11th of October 2017 that enhance our body’s system. She Our flagship Sossi brand has introduced a reason to try and adopt. Initial reaction Promasidor Nigeria launched a new 3-in- referred to the Onga (G.O.G.) as “The beef flavour to its texturised soya protein. from consumers is positive and more 1 (Ginger, Onion & Garlic) Onga flavour Real Deal” that is good for all. She further Beef is highly prefered and is the best awareness and sampling will be taken up into the market. Distributors, retailers, elaborated its benefits in fighting against performing flavour across the savoury to grow sales to a projected 100t in first nutritionists, health practitioners and staff ailments like high Blood pressure and category and in Kenya. Extensive year sales. attended the launch, which was held at poor eyesight. consumers tests were conducted, which the staff canteen in Lagos. explored different levels of beefiness, aroma and colour before selecting the most preferred.

12 | Back to content page Africa has its challenges, but it more efficient / cost effective, not only player in Africa primarily by leveraging has unlimited potential. How can for our bottom line but to compete with extensive RTM network of PNG and Promasidor tap into it? our peers; and getting more adaptive the world class R&D capabilities of to quick changes (we’ve never been Up Close & Personal Indeed, Africa has the highest potential Ajinomoto. so exposed to so many disruptions as for growth for the next 30 years, with today). a pyramid of age extremely large us on our African journey and they colleagues and I have also learnt a lot at its base and a very high rate of To solve this equation, we will need have been largely exposed to different in my working environment. urbanisation. As we know, we have a coordination, communication, team collaboration and speed. (Certainly environments and cultures. Today multitude of challenges coming from Do you have any hobbies and interests more than now between center/ our elder has been admitted to an SA the diversity of the cultures, the volatility outside of your working environment? of the economies and geopolitics. operation and operation/operation). university and I’m very happy for him to Promasidor knows Africa well: its Ultimately we need to revisit the continue in a multicultural environment. My work is absorbing a lot of my time, environment, its people, its RTM. We corporate role of Bruton to align and but the balance to keep quality time for Tell us about your educational have developed a very successful to follow what we will agree. We need my family and myself has always been background. multi-local approach that needs to be reliable, accurate, relevant and on time crucial. Let’s say that my balance is preserved, but we also have to keep information to make the right fact-based I have followed a path in mathematics more quality time than quantity. I love in mind that the recipe for success decisions at all levels and accordingly that allowed me to be received at the to spend time with my close family and and growth is changing continually. the group ICT function must be School of Engineering at the university to discover other countries. Also, I have Nothing is static and we have to adapt developed. of Brussels. It was hard work and it never ceased to exercise regularly, even ourselves and our organisation to a gave me a very horizontal skills set when I have had periods when it was not Do you have a message for all the new ecosystem and to the needs of our and discipline in what I do every day. so intense. I’m also passionate about employees of Promasidor? consumers that are changing extremely But very quickly I was interested in architecture, where I’m still on one or quickly. I would like to thank all once more for developing and completing my skills another project. your dedication and your hard work in management and finance too. I Our equation for succeed is counting Looking back to when you were in 2017. We have had our share of worked initially in banks and consulting a lot of new parameters that we need OLIVIER THIRY, GROUP CEO younger and your ambitions then, how challenges, I would say as always in to enlarge my horizon. I recently to set correctly. I’m thinking about have things changed? Did you expect to Africa, and we will have new ones completed an advanced management Tell us a little bit about yourself and find yourself where you are now? our new strategic partner Ajinomoto coming in 2018 and after. I’m confident your family. program at INSEAD. What’s important to integrate and to capitalize in our that our organisation will continue to for me is not only the background, but I would say that it was my goal. I was, and organization; getting bigger (growing thrive with our current portfolio, but I have been married since 1998 and also the development you build over I’m still very attached, to my autonomy in volume, adding more products in our also with our new product development we have two boys aged 15 and 18 the years by reading, training and, and I like responsibility. What I didn’t portfolio, revenues and new markets/ that will gradually match the local years old. They have grown up with most importantly, the quality of people know was if I would work on my own or countries) means increasingly higher content and our consumers’ needs. us in the different countries we have you interact with every day. I have had for an organisation. Promasidor has been expectations, deadlines as well as I’m counting on your support for any been in Africa since 1999. We made the chance, over the last 15 years with able to offer all of what was important for complexity; getting more complex change profitable for our organisation to the choice to keep them along with Promasidor, to work with high calibre me to achieve my professional wishes. about our product portfolio; getting become a leading quality food product

13 | Back to content page till next time...

14 14 | Back to content page