Wet Petfood Manufacturer

Timeframe 5 years 2014-2019

Role -  Turnaround  & Transformational CEO (Chief Executive Officer) and double hatted as CMO (Chief Marketing Officer)



Turnaround to transformation to sale in 3 years.  Management of new shareholders for 2 years to assist them to      incorporate into larger Consumer business.

Delivered on 90 day plan promised to shareholders win year 3 as promised.  Increased NPV x 3 and profits +85%


No. 1 market share in wet dog food


Leading private label wet pet food manufacturer in SA


First Retail brands to gain vet endorsements


Food Safety 0 - BRC AA


Health & Safety 44% - 90%


Organisational Restructure at Executive level in 6 months to drive growth trajectory


Values Based management and relaunch of Promeal Corporate brand with employee value proposition built around TRIBE. Award winning internal TRIBE launch to staff

Sustainability Programme commenced across the business