European breakfast cereal giant sets its sights on South African market
A Polish breakfast cereal giant begins its big push into southern Africa this weekend with the ambition to make Sante as familiar as Kellogg’s to shoppers.
Sante is one of nine exhibitors from Poland which will launch at Africa’s Big 7 among around 300 food and beverage producers from around the world.
The three-day expo and conference runs from June 19 to 21 at the Gallagher Convention Centre in Midrand.
“This is Sante’s launch in southern Africa,” said Marlena Wysocka, First Secretary for Trade & investment at the Polish Embassy in Johannesburg. “All those companies are looking for the opportunities in the South African market at Africa’s Big 7.”
Award-winning Sante exports to more than 50 countries around the world, which includes Egypt, Ghana and Morocco – but this is its arrival in the south of the continent.
A spokesman for the company said Sante is an expert in “functional food”. He said: “We focus on healthy food. We are one of the biggest producers of crunchy, muesli and granola in Europe and the biggest supplier of branded muesli to the Polish market.”
Alongside its Granola cereal flakes, the company makes cereals aimed at teenagers as well as bran, oat and corn flakes, cereal and energy bars and peanut butter.
It will appear in Midrand alongside fellow cereal manufacturers Obst and Lestello and drinks manufacturers JavaPay and Eko-Vit.
Eko-Vit exports to more than 60 countries with its range of energy drinks but it can also produce to specific customer requirements and will be hoping make new contacts at Africa’s Big 7.
A spokesman for the company said: “All our products may be produced under private label. We may create completely new recipe in our laboratory or we can use any of our existing recipes – including non-alcoholic mojitos, cola or bubble gum flavours.”
But Africa’s Big 7 is not just about international companies discovering opportunities in the home market, it also offers export opportunities for the hundreds of South African exhibitors, say the organisers.
“Africa’s Big 7 last year attracted more than 1,000 international buyers looking to meet producers from South Africa and neighbouring countries,” said Christine Davidson, Vice President of show organiser dmg-ems Africa.
“It is excellent to see the Polish contingent visiting alongside a dozen other country-specific pavilions. But equally, this show and the retail products show SAITEX 2016 that runs at the same time in Midrand, offer South African exhibitors the chance to meet international buyers.”
Entry to the show is free. Pre-register and save time on arrival at www.AfricaBig7.com