Clover shares its success story and plans for the future at business breakfast

Johann Vorster, chief executive, gave an overview of the company’s history, highlighting that Clover Industries Limited has been successful for over 116 years in which time the company has significantly contributed to the development of South Africa’s dairy and fast moving consumer goods industry.

However, the last 10 years have marked the biggest and most noticeable change and improvement for Clover, as the leading dairy company in South Africa. Clover experienced a fundamental shift from a “supply driven” to a “demand driven” company in 2006, transforming Clover into a competitive fast moving consumer goods company.

The company’s four-year ‘Cielo Blu’ investment project, which was started in 2010, was one of the several steps Clover took during this consumer driven mind-set change. At the same time it was listed on the main board of the JSE Limited. The company’s share price has shown great increase of 79.5% since listing four years ago comparing to the JSE all share index’s growth of 55.9% over the same period.

Marcelo Palmeiro, executive: Corporate and Brands Development, shared Clovers’ strategy following the successful completion of Cielo Blu campaign to extend its current product offering through innovative value-adds such as packaging, quality, convenience and new product developments. Clover has always been at the forefront of development and innovation.

The end of the contract between Clover and Danone, in December 2014, provided Clover with the opportunity to enter growing value-added categories like custard and yoghurt, extending their current dairy portfolio.

The DairyBelle yoghurt business acquisition provided Clover with immediate access to the yoghurt market in which DairyBelle already enjoyed a meaningful presence and strong brand equity through its Fruit of the Forest, Bliss and In-Shape ranges.

Clover also launched its own range of yoghurt, Clover The Classic™ and extended the brand to enter the liquid ready-to-eat custard market. Clover The Classic™ offers customers a creamier, thicker, high quality product with added nutritional benefits.

Future launches include other innovative, value-added products such as its new Clover Futurelife Smart Drink, and new dessert range, Bliss Desserts.

For more information on Clover, visit www.clover.co.za.