OUR BUSINESS ETHOS
We are committed to good corporate governance, ethical business transactions and equitable collaborations and strive to locate our local operations in the communities where the products are grown so as to maximise the socio-economic benefits to the growers by boosting local job creation and rural development.
OUR MISSION
To attain global recognition and patronage of both wholefoods and value-added products from Africa.
OUR VISION
Our vision is of a transformed African mindset, both at home and in the Diaspora, that is no longer complacent about the source of the products they consume but instead emphasises the importance of buying African as a fundamental strategy for African development.
We want to demonstrate how by focusing our consumption on African products we can substitute Africa’s current dependence on unfavourable external finance with our existing purchasing power to support and promote African development more effectively.
OUR GOALS
RAISING STANDARDS – To source the highest quality products and raise the standards in processing and packaging.
EXPORT PROMOTION - To make it easier and cheaper for Africans in the Diaspora to source quality products from Africa.
IMPORT SUBSTITUTION - To create ‘Made-in-Africa’ alternatives to all mainstream products found on supermarket shelves.
INTRANATIONAL TRADE - To be a major catalyst for cross border trade throughout the African continent.