Cattle man brand expands to West Africa

By Penda Jonas Hashoongo
August 2015
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Meatco has entered a new market after the company decided to sell its canned Cattle Man brand in Nigeria. 

Cyprianus Khaiseb, Executive for Local Markets & Value Addition, says it has always been Meatco’s strategy to expand beyond the current SADC market in Africa. 

“In the past 25 years our products have mainly featured in South Africa and Botswana, but with the expansion into Nigeria we are creating additional value and increasing our basket offering to an even wider customer base.” 

“SADC remains a big player in terms of consumption, but it is essential that Meatco branches out into West Africa. Looking at the demographic spread as well as key players - especially those within the mining and oil industry - the Cattle Man brand range of canned products will cater well to these consumers.” 

“Last year, Meatco partnered with ZEDECK Agencies in South Africa. They helped us formalise the agreement process, since they specialise in dry goods like rice and oil. Their affiliation with Meatco also allows them to sell their goods to a larger consumer group,” Khaiseb adds. 

He says that following positive feedback received on sample products sent to key clients in Nigeria, Meatco is ready to export canned products to West Africa. This is only possible thanks to the strategic involvement of the Department of Veterinary Services (DVS) for certification and the Namibia Standards Institution who provided accreditation for the Cattle Man product. 

Khaiseb is excited that the first shipment will be dispatched to Nigeria shortly and will reach retail markets there in approximately three weeks. “We will follow through to get feedback on the ground as to how the product is received and share our findings in due course. From Meatco’s side, we are confident that this will contribute directly to our revenue streams since Cattle Man is a reputable brand.” 

The product has also been registered in Ghana and Cameroon, which will allow Meatco to engage in the same demographic. “Our targets are in place for the next two years, with the focus on Nigeria in the first year, and Ghana and Cameroon in the second,” Khaiseb says. 

“We are confident that our market penetration will cause a ripple effect in North Africa, which will serve well as an entry point for Meatco. This certainly opens up Value Addition for us in terms of our scope for growth in international markets.”