New subsidiary: FELCO Africa
FELCO SA has decided to strengthen it presence on the African continent. Under the name FELCO Africa, a subsidiary has now opened its doors in Bellville, South Africa, from 1 January 2009. This is the fifth FELCO subsidiary worldwide and joins Germany, Australia, Belgium and France.
“With FELCO Africa we are doing something that we have considered for a long time” said Stéphane Poggi, sales and marketing director. “South Africa is a small market but it is very keen on FELCO products. South Africans have been the first to use the FELCO 4, formerly known as ‘popular’. With vine cultivation that covers more than 100,000 hectares – or almost the same size as Bordeaux – South African wine producers are clearly one of the targets for the new subsidiary. “But we also want to expand our customer base and increase awareness of our products for those dealing with orchards, forests, parks and gardens, as well as supplying the DIY market.
As its name suggests, the new subsidiary will not limit itself to South Africa alone but cover the whole of sub-Saharan Africa. “The cut rose market is highly developed in countries such as Kenya, Ethiopia, Uganda and Zimbabwe and we will also serve these customers through our new subsidiary. We also have projects in West Africa,” said Stéphane Poggi.
The new subsidiary, based in Bellville, about 30km east of Cape Town, is managed by Gys Liebenberg, with extensive experience in distribution and marketing of agricultural products, who is passionate about the FELCO products. FELCO Africa is owned 60% by FELCO SA in Switzerland, with 20% stakes each owned by Gys Liebenberg and Graham Vorster. The latter has extensive knowledge of African trade routes, is specifically responsible for the development of business outside South Africa.
“At the moment” said Stéphane Poggi finally, “we have no plans to create further subsidiaries. We have, however, to appoint a manager to provide support for all the markets in Eastern Europe, just as we did in the South Americas where this has been a great success”
January 2009
Contact
Gys Liebenberg, Cell 0824586847 or gys@felco.co.za
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