January 2018

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 Nigeria 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.

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