RCL FOODS is diversifying the heck away from its traditional stomping ground, and no mistake. It’s already active in the pet food market, bringing such brands as Epol and Bobtail to the more pungently aroma’ed shelves in SA’s supermarkets. It’s also captured a fair slice of the posh pet food category, with Optimizor, Ultra Dog and Canine Cuisine all growing handsomely. But this, it appears, is not enough. Despite the downturn in economic growth, many South Africans continue to anthropomorphise their pets, regarding them as hairier, shorter members of the family, much like great aunt Vera, creating an ongoing opportunity for growth in the upmarket segment. Hence RCL’s decision to pump R100million into the construction of a premium pet food factory in Randfontein in the next 18 months, the better to mount an assault on the dominance of imported brands.
Comment: Who would have thought eh? Still, RCL seem to think it’s a good idea, and they’re not a business to invest like this lightly.