13 Sep 17 Gauteng biltong producer attracts venture capitalist interest
Stoffelberg Biltong, claimed as South Africa’s fastest-growing biltong brand with a presence in multiple Spar and Shoprite and Checkers stores across SA, has announced an undisclosed capital raise and partnership deal with Secha Capital, an investment holding company that invests in SA FMCG and agribusiness companies.
“Biltong is a big market and it’s beloved in this country. But it’s also a defensive, fragmented and, most importantly (and surprisingly), dormant market,” says Brendan Mullen, co-founder of Secha Capital.
“We want to help build the Stoffelberg brand by earning the trust and loyalty of customers and invigorate the biltong market with a fresh, healthy product at an affordable price.”
He expands: “My go-to snack is biltong. Biltong done right is delicious, filling, and healthy. Unfortunately, the biltong options at my local retailer or petrol station are none of those things.
“As any on-the-go person knows, being able to quickly and conveniently access high-quality protein, with a good taste and decent price is important and yet rare.
“Even for the casual ‘biltong boet’ snacking around a braai, there aren’t that many delicious, wholesome options aside from your trusted local butcher. More often than not, buying packaged biltong is a grudge purchase, a last resort.
“Secha Capital invested in Stoffelberg Biltong because we want to help build a delicious, high-quality, affordable biltong brand that South Africans can be proud of; a quality, affordable product that serves our consumers better than anyone else — and work backward.
“Secha’s goal in joining the Stoffelberg team is expand the reach of Stoffelberg Biltong ie expanding sales channels and the number of points of sales.
“It includes working with retailers so that Stoffelberg differentiates itself from the current ‘grudge purchase’ selection. It means marketing at local events as well as speaking to our consumers in person and on social media.
“And it also means expanding the use case, occasions and consumer segments for biltong to more than just a snack around a braai; after all, it’s delicious, filling and healthy and many people can enjoy this ‘South African superfood’.
“Our goal is not necessarily to become the biggest biltong producer, our goal is to earn the loyalty of our consumers, by giving them the best product out there.”
Stoffelberg Biltong operates out of Cullinan, Gauteng, and claims to be the only biltong producer that has a game and beef-certified abattoir in SA. It is also HACCP, halaal and export certified.
“We can track our meat from beginning to end – no one else can say that.” asserts Mullen.
It offers two game and seven beef SKUs – biltong, drywors, BBQ sticks, chili sticks and black pepper in 50g, 80g and 100g sizes.
See more at: www.stoffelbergbiltong.com