Pietermaritzburg, June 12, 2013 – Allsome Brands, a joint venture between South African crushing company Willowton Group and Louis Dreyfus Commodities, a global leader in agribusiness, was officially launched in Pietermaritzburg today.
The new partnership aims to provide South African consumers with high quality food products suited to the needs of today’s busy households. Rice was selected as the first category of entry for the new company following extensive market and consumer research.
Allsome Brands’ first offering is Allsome Rice, a superior quality long-grain parboiled rice, shortly available through leading retail and wholesale shops countrywide.
“Combining the global leadership position of Louis Dreyfus Commodities in rice merchandising, and Willowton Group’s extensive expertise in the consumer goods industry, we expect this partnership to break new ground, offering more choice to busy consumers in South Africa and beyond,” says Thomas Couteaudier, General Manager of Louis Dreyfus Commodities Southern Africa.
“We saw this as a natural category extension to our current brands and an exciting venture into new territory,” says Shoaib Moosa, Willowton Group Director of Sales and Marketing. “The Willowton Group has grown from a family business into a leading producer of edible oil-based products. We believe that our knowledge and reputation in the South African fast moving consumer goods industry – from a production, sales and marketing perspective – will ensure that the new brand will exceed market expectations.”
“We have jointly developed a state-of-the-art cleaning and packing facility at Willowton’s Pietermaritzburg site to ensure that the highest quality rice is packed into the Allsome brand,” continues Moosa.
The product portfolio of Allsome Brands also includes the new, easy to cook D’lite parboiled rice, extending Willowton’s successful D’lite margarine and cooking oil range into rice.