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H A L E W O O D I N T E R N AT I O N A L S O U T H A F R I C A

Delivering unique products with expertise


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PREMIUM BEVERAGES

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Premium Brands

Ginger Beer to name but a few. As a result, Halewood International South Africa has become a firmly established beverages Company and in addition to the distribution of its highly popular product range, it also imports and distributes award-winning spirits such as Whitley Neill Gin, The Pogues Irish Whiskey and West Cork Irish Whiskey; the latter recently winning Writer: Phoebe Calver two gold medals at the prominent Los Angeles International Spirits Awards. Project Manager: Joshua Mann The Company is currently in the midst of numerous exciting new ith a national projects including the recent launch distribution network and of Lambrini, a top UK ‘wine style’ state-of-the-art brand, which will only elevate its status production facility to its as a top beverages manufacturer name, Halewood even further. Meanwhile, Halewood International South Africa has International South Africa has also experienced a seismic rise, becoming commenced with the local bottling one of the fastest growing beverages of Carlsberg, a leading international manufacturers in South Africa. beer since 1847. Future launches in From humble beginnings in 1999, conjunction with the Carlsberg family the Company was established are Somerby Cider as well as an as a wholly-owned subsidiary of alcohol-free variant of Holsten Beer. Halewood International UK PLC, and In addition to this the Company has now it specialises in the large-scale also purchased a considerable stake in manufacturing, distribution and 7StarsEnergy, a local manufacturer of marketing of some of South Africa’s highly popular energy drinks. most popular and iconic alcoholic and This continuous stream of non- alcoholic beverages; including acquisitions and unveilings epitomises Red Square Drinks, Caribbean Twist, the business’s ability to analyse market Lambrini, and Crabbie’s Alcoholic trends and respond to consumer

Halewood International South Africa is climbing to the top rung of the industry ladder, with its tailor made approach to reaching target markets and offering unique products

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“Our export expansion policy moving forward will, to quite a large extent, depend on the overall demand of our main products or brands in other African countries as well as finding the most suitable partners to cooperate with; that will not only understand but appreciate our vision and overall strategy in this regard,” Marketing Director, Peter explains. Eaton continues: “We will most certainly endeavour to continuously cater to the needs of our respective target markets whether it be local or

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other African markets by developing new and innovative products as well as extending our existing product lines. In addition to this, we would of course like to further our model of continued sustainability and innovation over the following years.”

Beverage industry experience

With Halewood International South Africa’s vast array of industry experience, not to mention the support coming from its parent company, the business can readily or rather ultimately serve its target markets in the most efficient manner

possible. “In terms of general distribution, it is paramount to us that we have a strong local focus which is reinforced by our extensive distribution network covering the entire country. As such, we are wholly capable of almost guaranteeing that all our current products are readily available in the major city centres, smaller cities, as well as towns,” explains Eaton. The Company currently has a total of 14 distribution centres in South Africa to meet the demands of this vast footprint, and further to its physical distribution network, the business also boasts various support roles within this particular marketing function which therefore ensures a modern and streamlined supply chain.

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markets ahead of time: “In general we have one core strategy here at Halewood International South Africa and that is to build on our popular current brands, as well as making sure to develop new ones in response to the requirements of our respective target markets. In essence, this is what our current business model is based on and it appears to be paying off,” comments Eaton. Constant acquisition opportunities are assessed with the view to move on those at the right time and Halewood International South Africa can claim to be one of the most innovative and

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diverse beverage manufacturers in South Africa as a consequence of this ethos.

Export expansion policy

Halewood International South Africa’s head offices and local manufacturing plant are located in Benoni, Gauteng, alongside spreading its distribution depots between the major cities and smaller towns. In doing so, the business is able to effectively serve the South African market and reach its target consumers. The export of locally manufactured products to various African countries such as Namibia,

CRANBROOK FLAVOURS

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ranbrook Flavours is Africa’s largest family owned flavour house, formed in 1984. Based in Johannesburg, South Africa, the Company makes both liquid and powder flavours used in the manufacture of snack foods, confectionary, biscuits, soups, flavour stocks, dairy products, soft drinks and alcohol products. Taking pride in our family values, our primary focus is on our customers’ needs. Our state-of-the-art factory has two research and development laboratories, one for sweet applications and the other for savoury. With full HACCP compliance already achieved, we are at present applying for FSSC accreditation. We started our relationship with Halewood international in 2006 and together have made a positive influence in the South African alcoholic beverage market. We would like to take this opportunity to thank Halewood for their support and wish them well with the editorial.

Address Cranbrook Flavours 16 Spartan Road Spartan Kempton Park Gauteng South Africa Cranbrook Flavours P.O Box 1644 Edenvale Gauteng South Africa 1610 T +27 11 398 6000 F +27 11 392 6970 E Kevin@cranbrookflavours.com

www.cranbrookflavours.com Whitley Neill Gin

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a true taste sensation

CRANBROOK FLAVOURS CC

Tel: +27 11 398 6000 Fax: +27 11 392 6970 Email: Kevin@cranbrookflavours.com www.cranbrookflavours.com

SAVOURY • CONFECTIONARY • BAKED GOODS • BEVERAGES • DAIRY PRODUCTS • PHARMACEUTICAL


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FRUIT FUSION

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lthough a relatively young company, Fruit Fusion has acquired a loyal national customer base which continues to grow, making inroads and developing firm relationships with established companies with quality brands throughout South Africa who have chosen the Company as their preferred supplier and partner. Lee Willcock, founder and managing member of Fruit Fusion, has strived to add a new dimension into the market by amalgamating competitive pricing, high quality products together with outstanding service, hence the Company slogan “Fusion of Flavours and Service”.

T +21 872 9018 E lee@emulsions.co.za

www.fruitfusion.co.za

Mozambique, Zambia, Malawi and Angola is yet another example of Halewood’s success and the spread of the Company’s footprint across Southern Africa. “We currently export a number of our more popular brands to various African countries such as Namibia, Zimbabwe, Zambia, Mozambique, Ivory Coast and Angola,” Eaton affirms. “The products that are exported to the aforesaid African countries are both distributed and marketed by means of agency agreements with wellestablished and experienced local food and beverage distributors.” Currently placing a high importance on establishing its footprint in subSaharan Africa, Halewood International South Africa is always willing to research potential new markets to tap into and to establish distribution agency agreements similar to the ones already in place.

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AIR PRODUCTS

The products that are exported to the aforesaid African countries are both distributed and marketed by means of agency agreements with well-established and experienced local food and beverage distributors

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arbon dioxide supply chain capabilities makes Air Products well suited partner for beverage manufacturers Air Products South Africa has established itself as a leading industrial gas manufacturer in the region by creating world class facilities, establishing leading supply chain processes and ensuring that safety is at the forefront of all our operations. Air Products South Africa’s diverse portfolio of atmospheric and specialty gas is supplied through the region on a daily basis to customers across a number of industries. Innovation and technology is central to the company’s offering. The beverage industry has been reaping the benefits of receiving carbon dioxide (CO2) that has industry approved accreditation and complies with the International Society of Beverage (ISBT) guidelines.


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If you can imagine the flavour, we’ll create it!

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We are a flavour house, which specialises in the manufacturing of flavours, emulsions and flavoured syrup blends. Fruit Fusion has captured a large market nationally within the food and beverage industry, trading in fruit pulps and concentrates. From inception Fruit Fusion has proven to be a highly efficient, professional and reliable supplier to all our clients.

A Fusion of Flavours and Service Landline +21 872 9015 Fax - +21 872 9018 Email - lee@emulsions.co.za www.fruitfusion.co.za

Air Products South Africa (Pty) Limited manufactures, supplies and distributes a diverse portfolio of atmospheric gases, specialty gases, performance materials, equipment and services to the Southern African region. Air Products touches the lives of consumers in positive ways every day, and serves customers across a wide range of industries from food and beverage, mining and petrochemicals, primary metal and steel manufacturers, chemical applications, welding and cutting applications to laboratory applications.

Service that delivers the

Difference

Founded in 1969, Air Products South Africa has built a reputation for its innovative culture, operational excellence and commitment to safety, quality and the environment. In addition the company aims to continue its growth and market leadership position in the Southern African region.

www.airproducts.co.za

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In order to be successful in its endeavours a diverse and local marketing department has been established to retain a thorough grasp on the core market it is targeting. Hosting regular promotional activities has become vital, with initiatives including general promotions and the sponsorship of some of South Africa’s most prominent music and other festivals. Eaton notes: “We have recently been sponsoring quite a large number of South Africa’s most popular youth and other related festivals, and will continue to do so in the future. These festivals included the Rage Festival, Rocking the Daisies, Ultra, Billy’s Beach, In the City and the Back to the City Festival to name but a few.” In sponsoring these festivals and other events, Halewood International South Africa is not only offering a product in its own right, but also an experience to match. “We really like to place a huge focus on understanding our target market

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and giving them what they demand from a beverages manufacturer such as Halewood International South Africa. For example, we amplify the sponsorship of the various festivals by doing ticket giveaways to some of these events,” Eaton mentions. “Lastly, we firmly believe that our range of products is an exceptional match for our current target markets and our various recent sponsorship and other related promotional initiatives is to some extent proof thereof”, Eaton concludes. “Further to this, we believe that it is of the upmost importance that we better understand our target markets on a continuous basis, enabling us to always match our various offerings with their perceived and ever-growing expectations.”

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HALEWOOD INTERNATIONAL SOUTH AFRICA 61 Toronto Street Benoni 1501 South Africa T: +27 11 746 4200 E: info@halewood.co.za http://www.halewood.co.za/

www.outlookpublishing.com

HALEWOOD INTERNATIONAL SOUTH AFRICA  

Halewood International South Africa Business Brochure - Africa Outlook Issue 45

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