Our Strategy

Our Vision:

To be the leading African FMCG company.



  • Market share
  • Top 40 index
  • Employer of choice


  • Mainstream food and beverage branded goods.
  • Selective private label.
  • Strategic alliance with global brands (with equity participation).

Strong African Footprint

  • All strategic African markets.

Globally Recognised Scale

  • Highly focused and relevant global expansion.
  • Global acquisition where appropriate.

Shaping a Winning portfolio

Seed – Weed – Feed

Focus on power brands

Enhance brand strength of winners and fully leverage market positions

Embed strategic customer management

Collaborate to win in modern and traditional trade

Reset the cost base and step up productivity

Establish an efficient cost structure and organisation

Build a high performance team

Establish a high performance culture and invest in the capabilities we need to win

Adopt sustainability practices in all we do

Increasing profitability whilst considering and measuring our impact on the planet and people

As the coronavirus (COVID-19) continues to spread throughout the world, at Pioneer Foods we are taking proactive steps grounded in science to protect the safety of our products, our employees, their families and support our communities around the country.