Mission & Vision


To be a valuable instrument and part of that team that will revolutionize trade in the meat industry and the purpose for doing business; uplift moral, ethical and professional standards of doing business, and to leave an indelible mark through our positive contribution to the society.

Our Vision

We envision a future where through our input, business people will practice their trade with one eye focused on their profits, and the other equally focused on delivery, the fulfillment of a promise, and a persistent and self-driven determination fueled to leave earth a better planet.

Our Core Values

Our core values are the heartbeat of our business. They represent what we stand for, what we believe in, what guides us, how we treat others and how we expect to be treated. The virtue of cleanliness and a characteristic of being law abiding, patriotic and environmentally mindful are what form our backbone. It’s the transparency, the trustworthiness, the accountability and the honesty that comes with deep integrity that we have as a guide in our practices. These we hold true and close, and they will guide us forever in all our engagements.

Our Guiding Principles

They set out what guides our decision making, and are:

  • Constant Focus on Quality – to deliver the highest quality and performance, whilst relentlessly driving to be the lowest cost and most efficient supplier.
  • Delivering for Clients and Consumers – to earn the continued loyalty of our customers by consistently demonstrating why we are the first choice for quality, service and value.
  • Health and Environment – to never compromise on the health of our customers, and to manage responsibly the impact that our business has on the environment.
  • Profitable Growth – to make profits through disciplined, sustainable growth, underpinned by firm leadership that contributes to, and leverages the benefits of our national scale.
  • Developing our People and Valuing Diversity – to recognize the diversity and contribution of our stakeholders by creating a work environment that is challenging, and one that provides the opportunities and support to our every stakeholder so they may develop, learn and succeed.

Our Promise

We promise to live up to our commitments, to treat as king every customer, to remember that we are always at the service of our customers and to make proud all those who are in whatever way associated with us.

Our Higher Purpose Statement

With great courage, integrity and passion, we embrace our self-assigned responsibility to create a world where each one of us, our communities and the society at large will get what they pay for and intend to get, whilst celebrating the sheer joy that comes with enjoying quality meat.