IFFCO Worldwide is a United Arab Emirates-based international group, which manufactures and markets a well integrated range of mass-market food products, related derivates, intermediates and services. IFFCO operates under the following business segments: fast moving consumer goods (FMCG), agri business, commodities, oils and fats, farm fresh, chilled and frozen foods, food ingredients, condiments and beverages, personal care and services. IFFCO is a sixth generation family business started by the Allana family in 1975, and transformed into a global presence in over 85 countries. Since its inception, IFFCO’s history has been one of consistent and successful growth, arising from continuous and prudent investments.

IFFCO identified an opportunity in the South African FMCG market for good quality consumer goods at affordable prices and decided to launch here as a comprehensive, fully-fledged business. IFFCO South Africa (SA) was established in October 2010 as a private company and Lauren Siebrits was appointed CEO.

Previously she had been the first woman and South African to be appointed as CEO of Simba, part of the global PepsiCo group in 2009, over-seeing 1700 staff. Siebrits is an innovative, results-driven professional with proven success in marketing and general management at an executive level. She has extensive experience in the FMCG sector and a strong entrepreneurial flair, which has resulted in an impressive track record in various marketing roles, and a distinguished marketing career in leading FMCG companies such as Borden Foods, Coca-Cola, Dairybelle and SmithKline Beecham.

The local IFFCO office has since been assigned with introducing and distributing the Tiffany range of biscuits, chocolates and confectionary. Tiffany is IFFCO's flagship brand of impulse foods and while it has been available at Shoprite stores for the last eight years, it will now be offered in leading retail stores throughout suthern Africa. The excellent quality of the product range and attractive price are the key factors which have enabled Tiffany to achieve success worldwide in the highly competitive food and beverage market. A recent research project called 'Wake Up Shake Up', conducted by the Unilever Institute, indicates that “the recession has changed consumer buying behaviour – 65% now compare prices more often and 60% shop around”. "Consumers are exercising caution, so trading in FMCG is becoming tougher and local dominant players need more competition," adds Siebrits. IFFCO SA also wishes to change local perception that affordable products lack quality to the view that consumers can obtain value for money and quality simultaneously. "IFFCO SA intends to build a strong reputation and gain market share with the aim of becoming the next leading FMCG conglomerate,” she says.

Siebrits and her team will now step up marketing activities to establish brand awareness and drive trial and consumption. Print, outdoor, promotional activities and television advertisements will communicate the Tiffany brand proposition as being “affordable indulgence”. It has also become synonymous with innovation either through the introduction of new products, attractive packaging designs or eye-catching in-store displays. Distribution and merchandising partners have been appointed nationally in order to facilitate world-class delivery and on-shelf presence in all stores.

In future, IFFCO SA intends manufacturing goods locally, which will significantly aid job creation through the establishment of a manufacturing plant, and create procurement for local, small businesses. "We also plan on extending our product line by introducing new food products in the next few years including pasta, beverages, ice cream, condiments and olive oil,” Siebrits says. IFFCO is aware of the increasing market trend towards health and nutrition and is also focusing its efforts on innovations such as sugar-free and digestive biscuits containing prebiotics.

By March 2012 all IFFCO packaging will be adapted in accordance with the Labelling and Advertising of Foodstuff Regulations promulgated by the Department of Health in terms of the Foodstuffs, Cosmetics and Disinfectants Act. Tiffany’s product packaging will provide clear nutritional information displaying the ingredients and demonstrating how the serving size of the products fits into the consumer’s recommended daily intake.

IFFCO SA will operate in accordance with the core principles and pillars on which the company has built its brands to become the preferred provider of essential and value-added foods for everyone, everywhere and every day. It aims to achieve this vision by satisfying consumers’ requirements and creating value for them, continually improving brands and services and enhancing quality. The company believes in, and stands for, a set of clearly articulated values and ethics that guide all aspects of business activity, including strength through their people, integrity, passion for excellence, consumer-driven goals and an entrepreneurial approach to business. “Quality is an important aspect of all that we practise, produce and promote in our pursuit of excellence,” Siebrits concludes.