Pride Milling
Exponential Growth for Vital SA Grain Business
In a complex but critical sector, Pride Milling continues to operate with world-class ethics and processes to bring fantastic products to South Africans and various international markets. The country’s grains, corn, and maize are highly prized, and Pride Milling continues to lead the way as a historic processor and distributor.
Grain remains a vital and critical food group for sub-Saharan Africa, both from an economic development and food security point of view. South Africa produces around 15 million tons of corn annually, and sub-Saharan Africa as a whole produces around 120 million tonnes of grains every year. But much is exported and the continent provides carbohydrate-based sustenance for huge numbers of people in other corners of the world while much of the rich agricultural land continues to be devoted to coffee, cocoa and cotton oil. At the same time, Africa imports wheat, grains, and corn heavily from the likes of Russia, Ukraine, France and other international markets. There’s growing desire for more grains to be kept in Africa and South Africa, reducing reliance on imports, and increasing the food processing industry to fuel the continent with sustainable jobs and trade.
For this recipe, two key ingredients are required: Private sector investment and public sector support.
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In May, corn exports to China ramped up suggesting that the government is keen on following an export-oriented strategy. But, with trade routes from Ukraine blocked by the war, shortages could occur. At the same time, the private sector is keen on local grain and has a number of inventive ideas about use for the raw material.
Pride Milling is one of the country’s leading manufacturers of grain-related products and produces across a range of brands including Pride, Pride GMO-Free Maize, Pride Beans, Pulses and Grains, Pride Snacks, Tops Mabele, Drakensberg, and a large list of industrial products.
Some of these well-recognised brands have generational clout and have been used for years in kitchens around the region. Quality is baked in, with each bag of Pride carefully prepared to meet the exacting needs of cooks and chefs. Pride Milling is active with marketing its range, running a number of competitions and buyer schemes to encourage buyers. The company has built an enviable distribution model with product available across Cambridge Food, Checkers, Makro, OK Foods, and more.
But making grains and corns available in a smooth and effective way hasn’t come easy. Pride Milling has gone through decades of learning and adjustment to grow to where it is today.
HISTORIC GRIND
In 2001, Pride Milling was formed when maize mills was acquired from OTK and moved from being a non-branded, white label operation in Mpumalanga and KZN to become a national supplier of choice. Two years later, the company acquired the Leslie Processing and Packaging plant, allowing it to create carefully packaged branded products for distribution through major retailers.
In 2013, Pride Milling was making a statement in the market when it completely revamped the Devon Mill to handle production of industrial products. By then, the company was well-known as a first-class supplier of maize and other products. By 2016, the company was in demand to such an extent that a plan was put in motion to double capacity and become a complete national producer with a diverse product offering unrivalled by competitors.
Recognising the obvious success of the company and its importance to national food security, Thebe Investment Corporation – leading transformed holdings firm – purchased a 30% shareholding to bring strategic empowerment credentials to Pride Milling. Following conclusion of this important deal, Pride Milling achieved Level 1 BBBEE accreditation and began what it called the start of a new era, led by the intellectual property of its people.
Today, the company works across head office in Centurion, and large milling operations in Nigel, Devon, Ogies, and Leslie.
This spread has allowed Pride Milling to move one step closer to fulling its vision: To be the customer and consumer-preferred manufacturer, marketer and distributor of value added, branded grain-related and other diverse products in our internationally targeted markets.
The company boasts strong market presence across Africa with a sales footprint in Angola, Botswana, Burundi, Cameroon, DRC, Kenya, Lesotho, Madagascar, Mozambique, Namibia, Nigeria, Somalia, eSwatini, Tanzania, Zimbabwe and Chad, and international operations in Australia, UK, Georgia, Italy, Japan, South Korea, Spain, and Thailand.
“From the outset, it was a clear strategy to develop Pride Milling into one of the major branded manufacturers of grain-related products in our industry. Today we continue to grow exponentially, with our consumer brands and industrial products prominent in all major distribution channels in South Africa and internationally targeted markets,” the company says.
ALWAYS AVAILABLE
Addressing the need of local food security, Pride Milling has taken a very deliberate strategy, building a reliable procurement and supply chain to ensure products are consistently available, regardless of industry or economic challenges.
“We procure our maize from the eastern part of South Africa, a region with higher rainfall and a more reliable crop yield compared to other regions in the country. This region consistently produces crops of high quality,” the company says.
“All Pride Milling operations are ideally located in the key maize-producing regions of Gauteng and Mpumalanga to improve production lead times and ensure ease of distribution. As far as possible, we procure from the producers closest to our mills, with the added benefit of keeping our prices competitive.”
Working with reliable partners is key, and Pride Milling has long followed a strategy of sustainability through responsible sourcing, backed by audits from Sedex.
“We aim to achieve a sustainable supply chain through dynamic growth and continuous innovation, producing products of the highest quality measured by not only local but by international food safety standards, consistently conforming to customer and consumer requirements, and staying ahead of the industry through continuous improvement processes.
“At the centre of our success,” Pride Milling adds, “is the innovation, dedication and expertise of our people. We build on our trusted reputation by consistently conforming to our customers’ and consumers’ requirements, complying to international food safety standards, and relentlessly pursuing consistent product quality and service.”
Quality service through the procurement chain is ongoing, but in the hands of consumers, a glimpse of Pride Milling’s service was demonstrated earlier this year when the company gave away airtime to customers that purchased Tops Mabele. Customers simply had to buy a bag, open, and use the code inside to gain R10 airtime. Few companies have the ability or desire to put in place such incentives, but Pride Milling is regularly looking to reward customers, creating long-term brand recognition and respect.
INNOVATION
To continue building a robust, sustainable, and attractive business that is fit for purpose, Pride Milling is prioritising innovation. There will be no slowdown in exporting of grains, corn, and maize, and there will be little support from government as other infrastructural issues take the top priorities. So, innovating and building deep customer engagement is the only way for companies to thrive.
“We believe that innovation is the only sustainable competitive advantage, when implemented with correct timing and speed,” the company states.
If current service levels can be upheld, and marketing efforts maintained, Pride Milling will continue on its growth path, serving South Africa and beyond with delicious, reliable, and necessary food products that underpin food security.
Sponsored: Buhler Group
