Agriculture News Africa

Allsome Brands launches in South Africa

A new FMCG company has been formed through a joint venture of Pietermaritzburg-based Willowton Group, one of South Africa's largest sunflower seed crushers and Louis Dreyfus Commodities, a global merchandiser of commodities, major asset owner and processor of agricultural goods.

The new company, Allsome Brands, has launched its initial offering of Allsome Rice, a high quality long-grain parboiled rice in five convenient sizes, ranging from 500 grams to 10 kilos. The product portfolio also includes the new easy to cook D'lite parboiled rice, complementing Willowton's D'lite margarine and cooking oil range. Rice was selected as the first category of entry for the new company, following extensive market and consumer research.

The Heart and Stroke Foundation of South Africa have approved Allsome Rice.

"This is in line with the brand's promise to make life easier for busy consumers, which also involves sourcing the highest quality products and making them readily available throughout South Africa," says Ishaque Essack, GM of Allsome Brands.

"Combining the global leadership position of Louis Dreyfus Commodities in rice merchandising and Willowton Group's extensive expertise in the FMCG market, we expect this partnership to break new ground, offering more choice to consumers in South Africa and beyond," says Thomas Couteaudier, GM of Louis Dreyfus Commodities Southern Africa.

"We saw this as a natural category extension to our current brands and an exciting venture into new territory," says Shoaib Moosa, Willowton group director of sales and marketing. "The group has grown from a family business into a leading producer of edible oil-based products. We believe that our knowledge and reputation in the South African FMCG industry, from a production, sales and marketing perspective, will ensure that the new brand will exceed market expectations.

"We have jointly developed a state-of-the-art cleaning and packing facility at the Pietermaritzburg site to ensure that the highest quality rice is packed into the new brand."

Read more: rice, Willowton Group

Let's do Biz