After recognising an opportunity in the South African fast moving consumer goods (FMCG) market, IFFCO South Africa was established as a private company in October 2010 and Lauren Siebrits was appointed CEO.
Her aim is to change consumer perceptions surrounding what has been dubbed 'affordable indulgence.' She said, 'Because of the pricing structure people may have turned their noses up to our products. But globally, consumers are gob smacked at the excellent quality versus the price. It's really 'affordable quality' not affordable indulgence!'
Currently filling the shelves with a range of snacks and biscuits under its flagship label, Tiffany, IFFCO has plans to extend its product range to include olive oil, ice cream, pasta and much more. It also plans to start manufacturing in SA over the next few years.
'I'm glad we have got in now,' said Siebrits, 'I have a clean sheet and I'm ready to do business!'