Tiger Brands appoints MDs for new businesses

Tiger Brands International, a prominent food producer headquartered in South Africa, is making significant strides in expanding its presence across the African continent. In a recent interview with CNBC Africa, Polycarp Igathe, the Managing Director of Tiger Brands International, shed light on the company's ambitious strategy and growth plans. With a focus on providing food, health, and nutrition solutions to underserved markets, Tiger Brands is currently operational in 29 countries in Africa. Igathe highlighted the three key pillars of their approach, including partnering with key distributors, offering relevant product propositions based on extensive research and catering to households' essential needs such as eating, drinking, kids' snacks, and well-being and nutrition. The company's strategic focus on five priority markets such as Cameroon, Mozambique, Zambia, Zimbabwe, and South Sudan reflects their 'less is more' philosophy. By concentrating on these specific geographies, Tiger Brands aims to implement 'brilliant basics,' ensuring seamless operations and sustainable growth in those regions. Igathe emphasized the importance of understanding the local operating environments and adjusting strategies accordingly to mitigate risks and maximize opportunities in each market. The interview also delved into Tiger Brands' manufacturing approach, emphasizing their commitment to producing locally to leverage South Africa as a competitive hub for exports to other African countries. This 'export from the factory of Africa' strategy enables Tiger Brands to deliver high-quality products while capitalizing on South Africa's production capabilities and cost-effectiveness. Igathe shared insights on Tiger Brands' successful acquisition in Cameroon, where they partner with local stakeholders to add value to chocolate production, catering to both local and regional demands. The interview touched upon the complexities of operating in diverse African markets and the significance of partnerships, innovation, and market relevance in driving growth. Igathe's views on the African Continental Free Trade Area (AfCFTA) highlighted the potential game-changing impact of regional economic integration on intra-African trade and business operations. While acknowledging the progress made in fostering a conducive trade environment, he also emphasized the need for streamlined processes to facilitate cross-border trade and ensure operational efficiency. Looking ahead, Tiger Brands International aims to double its market presence and revenue in the next five years by leveraging partnerships, market opportunities, and consumer-centric strategies across the continent. The company's collaborative approach, focus on sustainability, and commitment to driving entrepreneurship signify a promising trajectory towards achieving its growth targets.