40 YEARS OF DELIVERING

VALUE WITHOUT COMPROMISING ON

QUALITY

Considering its market penetration across Africa and the strong reputation of the company and its products today, it is difficult to conceive of the idea that Sealake Industries, founded by the Essack family in Sea Cow Lake in Durban back in 1972 was in fact a product of humble beginnings. However, though times have changed in relation to Sealakes’ size and status, at its core it still remains a tightly knit family business and as a result it has fused the values, ethos and passion which one would find in an honest, family run business with corporate commercial savvy and a meticulous approach to doing business. The current CEO of Sealake Industries, Mr. Baboo Essack, combines excellent leadership with the vision and entrepreneurial spirit of the company’s founding fathers to continue spurring the business to further success.

Now based in Pietermaritzburg, the company is recognised as one of the largest producers of edible oils, candles and soaps in South Africa and has ownership of a highly popular portfolio of well-known and cherished brands, such as the Golden Lite, Sunseed and Safa range of cooking oils, Sunbrite

candles and Win soap. These products reach not only South African consumers via independent shops, convenience stores and large national supermarket chains, but also consumers across the entire African continent as a result of Sealake’s thriving export business.

Sealake Industries’ subsidiary, Unity Food Products (Pty) Ltd distributes Helios Pure Sunflower Cooking Oil, a premium brand that has been loved and enjoyed by South Africans for over 60 years and

has commissioned a brand new state-of-the-art margarine plant to cater for thev growing demand of margarines and spreads for the baking industry. Brands include Helios, Golden Lite, Ruby and Cresta and Palmfry, a Palmolein Oil supplied for the catering industry. Managing Director, Mahomed Rayhaaz Essack (Baboo), won the 2010 “Supplier of the year – National Award” for Shoprite Checkers. This is another reason why Helios Pure Sunflower Cooking Oil is South Africa’s number one brand in its field.

In addition to this, Sealake Industries is also a large scale manufacturer of own brand products for some of South Africa’s largest retail outlets such as Spar, Pick n Pay and Shoprite Checkers.

General Manager of Sealake Industries, Mahomed Obaid Essack believes the key to the company’s success and longevity is due to getting the basics right. He said:

“Our clients know that they can rely on us and we have cultivated a reputation for always doing what we say we will do. Our customer service and sales teams ensures that while reaching out to new customers, we continue to make sure that

Sealake Industries

A family-run manufacturer of edible oils, candles and soap products of the highest quality, Sealake Industries celebrated its 40th anniversary this year. With a well known range of household commodity products, a place at the top of the market and plans for further development of the business, Djamil Benmehidi spoke to General Manager of Sealake Industries, Mahomed Obaid Essack and found out more about Sealake’s recipe for success.

our existing customers are happy. The thing to remember is service, service, service.

Our clients can also rely on us to provide value for money and competitive pricing on our products without compromising on quality. We have a sound business model which makes this possible.”

Sealake Industries places a relentless focus on pricing and minimising costs and to achieve this, the business continually seeks to improve the efficiency of the manufacturing process by implementing ever improved standards and control, while investing in state-of-the-art equipment and facilities. In addition to this, the strategic location of Sealake Industries’ Pietermaritzburg factory and distribution base means that it is situated close to the key import and export ports in the area, which coupled with the fact that the business has its own fleet of trucks, means that logistically speaking, Sealakes is able to deliver its goods quickly and on time without having to go through the expense and time of relying on third party logistics firms to do so.

Another crucial aspect of Sealake Industries approach to business which has kept the company buoyant through the good times and the bad is its ability to adapt to changing markets and demands. Over the last 40 years, Sealake has evolved and changed as South Africa has evolved and changed around it. For example, in the 80’s Sealake diversified into completely new markets and launched its candle and soap making arms to complement its edible oil business. Today, instead of launching new product chains, Sealake is responding to the austerity and falling disposable incomes that afflict its traditional customer base and has reacted accordingly by offering new bottle sizes for its oils or smaller packets of candles for example.

A strong employee focus is ingrained within the business and Sealake Industries credits its workforce of around 250 staff for making its success story, referring to them as ‘our greatest asset’.

“We enjoy a strong relationship with our employees and our surrounding community, which is why we always seek to employ our staff locally.

We expect our staff to work hard and to work together as a team. We always try to keep our staff motivated and happy which is why we place a real focus on providing on the job training to improve their capabilities and skills, whilst also offering good incentive and reward packages.”

The global financial crisis is predicted to continue into 2013, but though Sealake Industries has been affected by the crisis in the same way that many others have, particularly because of the increasing price of the commodity markets which it relies on to manufacture its products, Obaid envisages a successful year which will see the company continue to grow from strength to strength.

“At the moment we are in the process of developing strategies which will allow us to identify new markets and products. We will continue to expand through organic growth of our business of course but we are also looking to be pro-active and will be seeking growth through acquisitions as our goal is to increase market penetration.

“Markets and demands are changing and for that reason we will also be looking more at product innovation this year. Specifically, we want to focus more on the healthy living market.”

Sealake Industries

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We are proud to be associated with Sealake Industries

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Sealake Industries www.unityfood.co.za+27 33 845 0786

Written by Rod Hunter

www.littlegatepublishing.com