A company with an almost eccentric approach to business, Unique Flavors, is celebrating its 10th anniversary this month. Food Review looks back to the humble beginnings of this, now successful, South African flavour house.
The small and unassuming premises of Unique Flavors, in Centurian, house the offices, storage as well as manufacturing facilities of a business that has gone from strength to strength over the last 10 years. Having been on the cover of Food Review over 10 years ago, when they were still starting out, this is now an overflowing business with expansion being the only way forward.
Owner, Johan Smith, previously ran a restaurant, catering business and bed and breakfast before venturing into the complex and creative world of flavours. Tania Smith, his business partner and wife, ‘was up for a challenge,’ and so began the adventures of Unique Flavors.
‘We started off with very little,’ says Smith, ‘only three people. I was collecting raw materials myself and we didn’t even have an account anywhere.’
And the irony is, that despite starting off with such a small staff, Smith emphasises, ‘we are people orientated at Unique Flavors.’
Smith has always challenged himself, saying, ‘I compete with myself.’ Unique flavours’ growth stems from this ethos.
‘I find and see potential in people and when I hire, one of my aims, is to uplift people,’ he goes onto say. And with a staff of 54 varied people it’s no wonder Unique Flavors’ approach is so colourful as demonstrated in its marketing campaigns
‘We are the creators of unique flavours and we believe that the creation of a superior flavour consists in using your wildest imagination, challenging your senses and to be persistent in the quest for perfection,’ says Smith. These words have become the motto everyone works by.
Smith also stresses that, ‘each employee at Unique Flavors takes full responsibility and ownership of their work. To make a decision it mustn’t take two days.’
Having both HACCP accreditation and being one of the first in SA to achieve ISO certification there should be no doubt that safety and hygiene are a top priority. It is continuously stressed in the company, being integrated as a business culture rather than just a process. ‘Around the food safety system,’ quips Smith, ‘we implement our own unique system. We are working with food at the end of the day. You can have all the best processes and technology, but food safety is the most important,’ he stresses.
Manufacturers of natural, nature identical and artificial flavours Unique Flavors believe in creating their own unique top notes. This is what differentiates one flavour house from t another.
Having made a name for itself in the local market Unique Flavors are also the suppliers of flavours to many African countries with the semi-formal and informal sectors making up the majority of its business. ‘There is massive potential in Africa at the moment,’ says Smith.
‘In the flavour business we are, very much, dictated to by the customer,’ says Smith. ‘We concentrate on the mass market but we can do whatever a more sophisticated market wants.’
On the future goals for Unique Flavors, Smith says, ‘we are absolutely people orientated and strive to build close relationships with our customers. Trust is very important. If you want long-term money you need to build long-term relationships. If you don’t have customers then you have nothing.’
Starting off with good work ethics, integrity and a drive to please their customers, Smith and has wife have built a company that can be ranked amongst some of the top flavour houses in SA, - ‘Of the seasoning suppliers, we are one of the biggest companies at the moment,’ says Smith. But, he emphasises, ‘we are what you see. Nothing more, nothing less, a little bit crazy and a little bit quirky.’
Unique Flavors is also considering on expanding into food supplements but for now everyone is focussing on doing whatever their customers want. ‘I believe in running my business to the extreme and coaching my employees to the extreme!’ concludes Smith.
We are a proudly South African company, privately owned and have 10 years of experience in the flavours industry.
Our team believes in the following:
