NEWSLETTER

Keeping in touch June 2013 Edition Contents

In the Chairman’s Words 3 Flying to new heights 3

Country News 4 Amila gets children painting and the creative juices flowing 4 Loya Milk welcomes as its brand ambassador in 4 Promasidor Nigeria takes its Business Process Management System (BPMS) live 5 Promasidor Nigeria receives ISO/SON certification 5 Promasidor pledges continuous sponsorship of sporting activities in Nigeria 6 Promasidor Ghana strengthens bonds with its customers 6 Promasidor Kenya enlists cyclist David Kinjah as spokesperson for the Sossi brand 7

Bits and Pieces 7 Conservation Fisherman Andy Taylor 7

The Launch Pad 8 Loya is reborn in Ghana as premium Hi-Cal 8 The newest Twisco family member: Twisco Choco-Banana 8 Promasidor Nigeria launches the Loya “It’s What’s Inside That Matters” consumer promo 9

Milestones 10 Promasidor Nigeria rewards over 400 employees for long service 10 NEWSLETTER Ten years Promasidor Algeria: ten years of partnership! 11

Feel free to click on the above titles to jump to the relevant article. continues to establish its number one brand positioning in Algeria with the launch of its latest banana chocolate flavour. And welcome to David Kinja The competition is there as the official spokesperson for Sossi. David’s achievements in cycling are and often copying us, but In the Chairman’s Words legendary and with the tremendous global growth in this sport, which to persist and Boko Haram remains global shortage of milk powder supply epitomises health and fitness, the I believe you will be the Flying to new heights a major threat to national security. and global milk powder prices have association with Sossi is a perfect one. Kidnappings are continuing and we are increased by around 50% over the last Sossi is gearing up to take Kenya by It doesn’t seem very long since I stepping up our security accordingly. two months This volatility in prices, storm. winners. was writing to you all leading up to Of course we have to commend and a feature of the global milk market the two key months of December thank all our employees in Nigeria for over the last few years, is not easy In the meantime we continue to and January. Time is flying by! their continuing dedication in moving to manage, and If these high prices strengthen the business day by day. And fortunately Promasidor is also the company forward in what are persist the second half of the year will Read with interest the article on flying just as fast! I can report that undoubtedly the most difficult times be very challenging. I’ll give you an Promasidor Ghana building stronger Finally congratulations to Promasidor December and January were good in Nigeria for many years. We hope update in the next Promasidor Link bonds with its customers and the Algeria who celebrated its 10th months for Promasidor and that we and pray that the Government can Newsletter. IT developments in Nigeria. Every Anniversary and to all those employees are on track for a solid 2013. As we quell the activities of Boko Haram, country can learn something from of Promasidor Nigeria who celebrated However our competition are affected all know however everything doesn’t which it is saying it will do. Secondly, a these developments and use these 10 year and 15 year service awards. in the same way, and importantly always go well! Firstly, the problems in drought in New Zealand and very cold experiences to improve their business. It is however incredible to think what Promasidor continues to go from northern Nigeria unfortunately continue temperatures in Europe have led to a Special congratulations must go a young company Promasidor is and strength to strength as evidenced by to the Nigerian team for achieving how much you have all achieved in the many stories in this Newsletter. the ISO Food Safety Management such a short time. Of course can I ...we have to commend all Loya continues to grow in both Nigeria System Certification, the culmination ask you all to continue the good work, and Ghana, and the Onga tablet’s of over a year’s work in improving all keep motivated and keep ahead of the success is beyond our dreams. aspects of our production and quality competition. The competition is there our employees in Nigeria We are continuing our investment processes. They can be really proud and often copying us, but I believe you in Onga capacity and Onga will no of this achievement and the benefits to will be the winners. for their continuing doubt become a mega brand for the business will be substantial. I am the Promasidor group selling a wide sure many countries will be following in Take care and God bless range of SKU’s across all of Africa. these footsteps. dedication... It is exciting times for Onga. Twisco Mark Rose

NEWSLETTER

3 | Back to content page and also that the competition will be Wande Coal and other members of the part, Don jazzy stated that there is a lot in three stages. “The first stage is Mavin crew, the Commercial Director of of synergy between Loya milk and his at the school level where pupils will Promasidor Nigeria limited, Mr. Kachi personae and promised to be a good paint any art of their choice and the Onubogu said, “Our choice of brand ambassador of the brand. winner will represent the school at the ambassador is driven by the essence local government area for the second of the brand and its proposition to its Country News stage. At the second stage, the overall target audience”. winner from the local government level “So far we have seen lots of beautiful Continuing the Commercial Director will get a branded Amila Bicycle and Amila gets children paintings that would make your said “Loya premium milk is a brand Promasidor goodie bags,” Inawo said. painting and the creative mouth open. The competition has with class and taste; it is a brand with juices flowing really brought out the creativity in The 20 finalists at the local government distinction and excellence, a brand children. You can see the excitement level will compete for the overall that constantly rewards its loyal In a bid to promote creativity in when painting and how other kids are winner, who will walk away with consumers. In 2011, Loya children, Promasidor has launched wishing they were selected for the N250,000, 1st runner up N150,000 milk brand rewarded and the 2nd runner up N100,000, its Amila Painting Challenge in about competition. It has been fun, fun and Nigerian consumers while there will be consolation prizes with a total of N50m 200 primary schools across 20 local fun for the kids,” says Miss Feyisayo of N30,000 each for the other 17 in INSTANT CASH government areas in . Aliu of the Children of Africa Project. contestants. PRIZES. The An art teacher in each of the selected The winners from the other Loya milk brand is schools will conduct a general painting participating schools will move on to therefore a brand competition among the pupils of the the second stage of the competition Loya Milk welcomes that is loved and school to determine the 10 best that which will be held at each local Don Jazzy as its brand well respected will participate on the Amila Day, from government. Mrs. Abiola Inawo, ambassador in Nigeria by consumers”. Winners of an where an overall best winner will Dairy Category Manager Promasidor, online social media emerge to represent the school at each commented that it would encourage Loya milk has officially unveiled Don promotion also stood local government level. schools to put more attention on arts Jazzy as its new brand ambassador. the chance to win a Don Jazzy, who was palpably excited part in the latest Loya about the appointment, praised Loya TV commercial alongside milk for the honour and pledged to play Don Jazzy, as well as his new role to the best of his abilities. It has been fun, fun and a Samsung Galaxy 3 Speaking at the launch, which was smartphone and a night fun for the kids... also attended by Don Jazzy’s father, in a top hotel. For his

NEWSLETTER

4 | Back to content page Related processes to follow soon are being developed by our internal IS Promasidor Nigeria takes “Correct Leave History” and “Apply For team to improve our supply chain its Business Process Leave by Schedule”. management. Planning is critical to the Management System operations of Promasidor Nigeria and (BPMS) live As a quick reminder, here are some of the benefits of Business Process we believe that the process will benefit Manual leave applications, leave Management: from increased efficiency, consistency and measurability while delivering an allowance payment requests and ∙∙Lower costs approvals are almost a thing of the ∙∙Greater agility exciting user experience. past. A total of 120 employees (and ∙∙Improved efficiency We sincerely hope that PNG counting) in PNG Isolo have been ∙∙Compliance and control Explaining the processes involved, Noah added that the conferment of trained and given access to the BPMS. employees are enjoying the use of Promasidor Nigeria ∙∙Process monitoring Coordinator, Research and the Food Safety Management System the BPMS so far and the increased receives ISO/SON The first phase of the transition focuses ∙∙Reduced errors and risks Development Promasidor Nigeria, Mr convenience that comes with it. We Certification on Promasidor Nigeria on training all employees in PNG Isolo ∙∙Reduced waste certification Noah Adewunmi said the company has look forward to your ongoing support Limited is a confirmation that the and providing all the guidance needed been processing the certification for company adheres to every safety and to start using the system. We intend The next potential BPM project will and cooperation as we spread our The Standards Organisation of Nigeria some time. to roll out this same process to staff in focus on planning. We call it iPlan. The tentacles to other key processes in the (SON) has conferred Promasidor quality rule in its production process. He said: “Our Company went through upcountry locations in the next phase. near future. Nigeria with the International iPlan is a robust suite of applications Lead Consultant, Qualitext Consulting Organisation for Standardisation (ISO) several processes in the verification and Associates Ltd, Mr. Tunji Timothy Food Safety Management System exercise. Firstly we had to make sure the working environment is conducive who handled the processes said the certification. and ensure the safety of the food. This certification would result in several The process will benefit from increased The certification was conferred on the certification has been in the works for benefits for the company including company at its Lagos office after a one year now. During this period, I can brand protection, improved teamwork, verification exercise carried out by the say we enjoyed the commitment of dedication and commitment to food efficiency, consistency and measurability regulatory agency. The Food Safety the management. Initially there were safety, operational cost effectiveness, Management Systems certification is doubts, but later on, we were able while delivering an exciting user in accordance with the principles of to clear these doubts and everyone helps limit product liability, and a Hazard Analysis and Critical Control became supportive since they all knew systematic approach to food safety experience. Points (HACCP). the benefit of the certification.” amongst others.

NEWSLETTER

5 | Back to content page I want to encourage you to do your came to an amazing end on Sunday Commissioner for Cross River state has introduced customer appreciation Promasidor pledges very best and as much as possible December 9, 2012, with participants confirming Cross Rivers State as the forums dubbed “The Partner continuous sponsorship enjoy the game.” from Delta State carting away almost host of the 19th edition of the National Dialogues” and this year’s edition was of sporting activities in all the medals. The closing ceremony Sports Festival. held across the four major sales areas. Addressing the press, President Nigeria had in attendance popular artistes The objective of the meetings was to Cycling Federation of Nigeria and including , Wande Coal, member, Nigeria Olympic Committee bring the management of the PGL into Promasidor Nigeria has promised to Whiz Kid, Seun Kuti and the Egypt 80 (NOC), Mr. Alhaji Mohammed NUR Promasidor Ghana close contact with its key customers continue to sponsor sporting activities band at the Teslim Balogun Stadium. Sheriff said that the Eko games has strengthens bonds with and listen to them on issues of in the country. Mr. Kachi Onubogu, excellent in the 2012 business year. been successful, as he encouraged Representing the President of the its customers importance to both parties. Commercial Director of the company A total of 67 awards were given out cyclists to not give up, but go back Federal Republic, GoodLuck Jonathan, disclosed this at the cycling event Each meeting venue was carefully valued at $100,000. the National Sports Commission In a market where competition is ever home, re-train and come back well- chosen to provide the best of facilities of the just concluded ‘Eko 2012 chairman, Bolaji Abdulahi, said Eko on the increase and where control of prepared for the 19th edition. “This as a sign that PGL held its customers The end of each of the meetings National Sports Festival’ held in 2012 has raised the bar for other distribution channels is hard fought, 18th edition of the annual sport festival in the highest esteem. Each meeting saw the customers being treated Lagos, remarking that Promasidor is states. “I have been involved with the Promasidor Ghana has acquired a has been very successful. So far we commenced with a review of PGL’s to a sumptuous array of local and very supportive of sporting activities Nationals Sports festival right from strong reputation for running a unique have had a hitch-free competition. business in 2012, showing sales Festus Tettey addresses the distributors in Nigeria and has always sponsored the 16th edition in Kaduna and I must customer model. The athletes have done their best and volume trends for the various brands. and will continue to sponsor sporting confess Lagos has raised the stakes everyone has been very supportive. A major part of this unique and The presentation also touched on what continental cuisine of course ‘powered’ successful model by PGL has been a the critical issues to be tackled in 2013 by Onga; a befitting part of the close relationship with its distributors would be, what could be improved and intended royal treatment for them. over the years. As part of its drive, PGL what role PGL would be expecting The efforts of key distributors were You are all winners! its distributors to play to achieve the identified as one of the major pillars year’s targets. of the awesome growth experienced activities in the country. “Promasidor ...to bring by PGL in 2012. It is clear that our I want to congratulate everyone with the near perfect organization of The presentation set a good tone for always tries to give back to the customers are poised to push even that has participated in the cycling the games; the opening and closing the extremely riveting discussion that community in whatever way we can. harder in 2013 and especially as these completion today and to say that they ceremonies remain the talk of the would follow as customers brought For instance, we have always had the PGL into meetings have made them feel even are all winners. Mr. Mohammed further town”, the NSC Boss said. Though their views and suggestions to the grassroots football initiative, which tries more a part of our success story. encouraged the private sector not to Lagos finished third on the log, the host fore. Others also sought important to identify young talent, gets them off relent in sponsoring sporting activities Governor Fashola said he was excited close contact clarification on major policy issues. the streets and into football and sport. that the games brought out young in the country as this would encourage After the discussions came the We are very supportive of sporting talents as the idea behind the games the athletes to bring out their best. highlight of the meetings where activities in the country and we want was not just winning. Afterwards, Mr. with its key appreciation was shown to distributors to assure you that we will continue to The 18th National Sports Festival Abdulahi handed a commemorative whose performances had been support sports in Nigeria. To the cyclist, which was held recently in flag to Hon Patrick Ugbe, the Sports customers...

NEWSLETTER

6 | Back to content page be better: he is an excellent role model Promasidor Kenya enlists and epitomises health and fitness, cyclist David Kinjah as which is a big part of Sossi’s protein spokesperson for the offering. Sossi brand The TV commercial was shot over 3 days in Kenya and featured David For some time now Promasidor has Bits and Pieces riding his bike through some of sponsored the Sossi Symbaz cycling Kenya’s most picturesque locations team, based in Kikuyu, Kenya. Led as more and more children joined him by David Kinjah, the team inspires the along the way. Logistically this proved youth to take up riding as a way of demanding, as camera equipment, teaching them discipline, passion and dolly and tracks needed to be trucked the determination to succeed. One of into these remote areas along narrow, those youngsters was Chris Froome, bumpy sand roads. But the effort who finished second behind Bradley proved worthwhile and the results are Wiggins in last year’s Tour de France. spectacular. It was decided to take David’s involvement with the brand to another level and make him our official spokesperson. His credentials couldn’t

on Lake Tanganyika. The emphasis is which was a 2.5kg Nkupe. Overall Conservation Fisherman on using light tackle: 1kg, 2kg and 6kg his team came 6th out of 22 teams. Andy Taylor competitions. This year they added Another pleasing catch was this 5kg a new dimension in the interests of Nile perch which did not survive, but Every year Andy Taylor, MD, conservation, which was “catch and certainly made a good few portions of Promasidor Zambia, takes part in the release”. Andy won a trophy for the fish ‘n chips for the lodge. Zambia National Fishing Competition largest fish released in the 1kg class,

NEWSLETTER

7 | Back to content page the third day, the Loya smoothies had further heighten the buzz around the Sales targets are on course and become the centre of attraction in the brand. product trial induced in a substantial mall with patrons not seeming to get number of consumers. The mini launch has since moved on to enough. other malls and supermarkets in Accra, Loya Premium has clearly been put on All this activity was planned to coincide Kumasi and Takoradi with the team the path to take a prominent position The Launch Pad with the commencement of radio and very confident that the reintroduction in the full cream segment of the television commercials in order to of Loya Premium has been successful. Ghanaian powdered milk market. The launch team, with the help of Loya is reborn in Ghana the marketing communication unit, as premium Hi-Cal came up with the idea of serving tea, cereals and smoothies at designated Take the very best grade of full cream points in the identified shops as a The newest Twisco family powdered milk, add 50 percent more fun way of sampling the product. The member: Twisco Choco- calcium, package it in top grade, smoothies served were developed Banana attractive packaging and you have the with the assistance of a chef from the new Loya HiCal. African Regent hotel and the recipes The already 5 SKU-strong Twisco beautifully printed on flyers handed out family will soon welcome another, After 8 years on the Ghanaian market, to patrons. rather exotic newborn on the shelves: there seemed no better time to revamp The mini launch, started in the Accra Twisco Choco-Banana! The product Loya full cream milk powder and mixes Twisco’s excellent chocolate introduce it to the Ghanaian market. Mall, recording huge volumes of patrons at the two sampling points taste together with a delicious banana The PGL Sales and Marketing teams, set up. The constant flow of shoppers flavour, offering an innovative taste to Algeria’s youth. as with all other launches, formed stopping at the immaculately designed a joint team to handle the launch and laid out Loya stands was the first Its eye-catching packaging, embodied in order to ensure the best synergy sign that the launch was going to by a yellow label and yellow cap, will Twisco possible between the sales strategy be a resounding success. Shoppers help to offer even more shelf visibility and the marketing strategy. The thrust entering the mall were attracted by to the Twisco product range. And, has not stopped was simply to position the brand as a stand right at the entrance and, as the figures show, Twisco has not a premium product by taking it to the after tasting, encouraged to go inside stopped growing day after day to target consumers at their preferred Shoprite and purchase the product. become the leading chocolate powder growing to become the brand in Algeria: with 320 tons already shopping points. Activity at these points Shoprite’s sales of the product on the sold in the first two months of 2013! would be around a uniquely couched first three days of the launch alone, leading chocolate powder sampling concept to attract as much equalled their entire sales volume of The product will be launched on the attention as possible. the product in the last 12 months. By shelves in mid-June 2013. brand in Algeria.

The team serves smoothies to delighted shoppers

NEWSLETTER

8 | Back to content page consumers who have brought us thus has risen to be Nigeria’s fastest Promasidor Nigeria far. Today, we are unveiling another growing brand. “Since its re-launch launches the Loya fantastic activity to reward and excite in 2010, Loya Milk has gained the “It’s What’s Inside That our consumers all over Nigeria as hearts of its target audience. This has Matters” consumer we give out millions of cash and 12 been made possible by the immense promo brand new cars over the space of four support we receive from our media months. “Our Lucky consumers have and trade partners. For this, I extend Loya Milk has launched a new to look inside any Loya 400g or 900g our unreserved gratitude. Our story of consumers’ promo tagged ‘It’s What’s promotional pack to find their coupon success cannot be complete without Inside That Matters.’ The new promo, or sticker with a unique code. It could mentioning our passionate and loyal which will run from February 1st to May be an instant cash prize of N1,000; consumers who have stayed with 31st, was unveiled at a press briefing N2,000; N10,000; or N20,000 which the Loya Milk Brand despite choices in Lagos, which was attended by many can be redeemed at any branch of available to them. That is why in dignitaries including Loya Milk brand Zenith Bank nationwide. It could also Promasidor Nigeria, we always find a Ambassador, Don Jazzy. be the star prize of a brand new car. creative way to reward our customers We will be giving out three brand new and consumers for their patronage and Speaking at the event, Commercial cars (Hyundai i10AT) every month to loyalty. ” Director of Promasidor Nigeria, lucky consumers redeemable here in Mr Kachi Onubogu stated that the our office.” promo was a way of rewarding loyal consumers of the brand. “The Loya In his address of welcome, Managing ‘It’s What’s Inside That Matters’ promo Director, Promasidor Nigeria Limited, has been designed to reward our loyal Chief Keith Richards said Loya Milk

A lucky winner receives his car

Loya Milk has risen to be Nigeria’s fastest growing brand.

NEWSLETTER

9 | Back to content page Milestones hard work and long years of service as for your commitment to the Promasidor Promasidor Nigeria well as use the opportunity to socialise business.” rewards over 400 and relax. We want to thank you for The Chairman added, “Many of you employees for long everything you have done to help this joined after 1993, when we had only service company. When we saw the number one brand ‘Cowbell’ and today we of people to be rewarded, at first we have more brands, we have Loya Promasidor Nigeria has rewarded thought it would be a challenge but as Milk, Onga, Miksi, Top Tea, Cowbell about 460 employees for their hard the planning committee went on with Chocolate, Amila… none of these work and long years of service to the the plans, we knew it would go well. would have been possible without you. company. Once again, from Promasidor group, For that I want to thank you. Please thank you for your support and do The employees, along with their accept the gifts you will receive as a enjoy yourselves”. spouses, were honoured for putting token from us and also I encourage in 10 and 15 years of serving the In a pre- recorded message, Chairman, you to do more.” company at Granduer Events Centre, Board of Directors, Promasidor The Chairman further added that “this Ikeja, Lagos at the weekend. Nigeria, Mr. Mark Rose apologized year the company will be 20 years in for his absence to celebrate with the Speaking at the event, Managing Nigeria and personally I look forward to staff but congratulated the employees Director/CEO, Promasidor Nigeria, another 20 years. Thank you and enjoy for their long years of service. “Today Chief Keith Richards, said the long you celebration.” over 400 of you are celebrating over service award is a yearly event meant 10 and even 15 years of service. In appreciation, Sales Manager, Abuja, to celebrate the company’s long Today is an opportunity to reward Promasidor Nigeria, Mrs. Rabi Momoh serving staff and promote the spirit of and show gratitude for your long who received the 15 years long service togetherness in the company. years of service in this company. I award, spoke on behalf of all the company is not easy, its commitment and the organising team. Personally, me and my colleagues, we are saying Richards said, “Today is about you. apologize for not being here with you awardees, saying “celebrating 10 years and loyalty that has kept us. We want I enjoyed myself and am sure my thank you.” We want to appreciate you for your to celebrate. Firstly, I want to thankyou or 15 years anniversary in the same to say thank you to the management colleagues did the same. On behalf of

NEWSLETTER

10 | Back to content page a big thank you to Promasidor’s The result was an unforgettable Ten years Promasidor core partners: its employees and evening for all the employees and Algeria: ten years of distributors! distributors – all together 500 strong! partnership! – as they danced and laughed all A great “thank you” evening was evening on the music and jokes of their thus organized with the following Partnership is what Promasidor is all favourite performers. about and partnership is what has ingredients: a great location: the made Promasidor grow year after ballroom of the Aurassi hotel; a The evening was concluded with a year for more than ten years now. It swinging Algerian musician: Morad simple but strong message from our was therefore the right time to say Djaafri; and a hilariously funny Algerian Managing Director, Dirk Laeremans: comedian: Abdelkader Secteur. Choukran to all of you!

NEWSLETTER

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

12 | Back to content page