Chocolate and cocoa giant Barry Callebaut plans to set up a direct distribution network in South Africa to meet the increasing demand for premium chocolate indulgence while expanding its markets in Africa. The South African food and grocery retail market is expected to grow at a compound annual growth rate (CAGR) of +4.9 % by 2025, with an estimated value of USD 59.6 bn, notes the company.
“Expansion is one of our four long-term strategic pillars”, says Rogier van Sligter, president Europe, Middle East, Africa (EMEA), Barry Callebaut. “After more than twenty years of experience in the South African market, we have started a new chapter. By setting up a direct distribution network, we improve customer proximity and enable the growth of our gourmet brands in the African markets.”
Barry Callebaut plans to open its gourmet business of packed products for artisans and chefs to multiple distributors, with Garden Morris Packaging and Food (GMPF) as a distributor. Having worked with GMPF for more than twenty years, Barry Callebaut will leverage the collaboration for its semi-industrial customers, food manufacturing business, warehousing and logistics.
Barry Callebaut will increase the number of distribution points and take over the role of master distributor in South Africa. The new network will supply local customers and neighbouring countries with a wide range of products from global gourmet brands such as Callebaut, Mona Lisa, Cacao Barry and Carma.