NOVEMBER 2015www.endeavourmagazine.com

INSPIRED BY YOUR SUCCESS

Nutri FeedsThe Hand That Feeds

The South African animal feed industry leader, Nutri Feeds is also making a big impact globally, thanks to a focus on quality and steady, organic growth. Speaking with the company, Endeavour Magazine sought to discover the secret ingredient to their success.

WRITTEN BY AMY TOCKNELL

THE HAND THAT FEEDS

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NUTRI FEEDSWWW.NUTRIFEEDS.CO.ZA

0027 56 344 2200

Proud to be part of the Country Bird Holdings (CBH) family, NF cites its success as being due to, “Nutri Feeds is a manufacturer of world-class animal feed. We have excellent

technical knowledge at our disposal, which we utilise to bring our customers technologically innovative solutions for evolved products and services. We understand our clients’ business and it is of the utmost importance to us to provide for their exact needs.”

While identifying, assessing and answering the needs of clients is not a new initiative for commercial success, the level of commitment that the NF team does so with is innovative, even down to how they view the animals that will inevitably be enjoying their products,

“At Nutri Feeds we don’t believe that any animals are ‘standard’, however, we understand that various animal groups have specific nutritional requirements that must be met.”

Though not the clients, per se, animals are the end users and in farming, happy animals make for better profits, so it doesn’t pay to disregard their preferences and needs. Because of this, NF seeks to create scientifically advanced nutritional products that result in client and user satisfaction, as well as company profit. This dual mission is reflected in the official vision statement of the organisation,

“We aim to be the leading manufacturer of affordable, cutting-edge animal feed solutions for the enduring benefit of our customers and stakeholders.”

Call us cynical, but we are still pleasantly surprised whenever

we encounter a company that genuinely seeks to benefit clients as well as themselves, but there can be no doubt that this is the case with NF. Aiming to achieve “…mutual success through precision formulation and innovation in product solutions, and faultless customer support and service”, NF seeks out opportunities to remind everyone just how committed they are to their industry and the consistent improvement of their services. Unlike many other large organisations, however, NF is unwilling to seek success at the detriment of local communities or the environment. With this in mind, they have a comprehensive approach to corporate social responsibility,

“We are an ethical business striving for improvement of the quality of life of our workforce, their families, the local community and society at large.”

As part of the CBH family, NF has a clearly defined employment strategy in place that seeks to bring disadvantaged locals potential career opportunities. Once part of the NF family, employee can look forward to detailed in-house training programmes and a upward trajectory into supervisory or even management positions, but this is not where employee support ends. Having introduced a proactive health and safety policy, CBH and all of its subsidiaries, including NF, aim to be the benchmark against which other organisations measure themselves in terms of safe operations.

They go on to reiterate that alongside the provision of top quality products and exemplar customer service, the main goals of NF are to be active stewards for the environment, natural

NUTRI FEEDS

With their head office in Potchefstroom and manufacturing plants in Viljoenskroon, Mafikeng and Bloemfontein, NUTRI Feeds is the undisputed countrywide choice for animal feed. Catering for pigs, sheep, poultry, dairy and beef cattle, NUTRI Feeds (NF) products are not solely available in South Africa; as part of a growth initiative, it can also be found within Swaziland, Zambia, Lesotho, Namibia and several other African countries, but this is no doubt soon to increase.

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resources and the property that they inhabit. By adhering to strict guidelines for these goals, NF knows that honorable, responsible and respectful business practices are the norm and just another thing that makes them stand out from competitors. Speaking about their environmental concerns, CBH, for NF, commented,

“At CBH, we recognise that our activities have an impact on the environment. To counter this, we regularly review our activities, adhering to legislation and constantly looking for ways to improve our environmental profile, maintaining awareness throughout our staff from management to all employees. We are quick to respond to concerns raised, working with the relevant environmental organisations and Government, and investing both effort and money in protecting our resources.”

What a refreshing attitude to social responsibility! Far from viewing it as a necessary evil that will inevitable eat into profits and operational costs; NF looks to identify new opportunities for responsible production. Its this proactive and genuine interest that must impress current and potential clients and keep them coming back, surely? Speaking about client relationships, the NF team is clearly passionate about each and every contract tat it secures,

“It is only through a close partnership with and commitment to our clients that we are able to assist them with their growth and development on the road to success. They see the difference in our guaranteed high quality products, our personal service and effective delivery systems.”

What clients may not realise, however, is what NF undertakes behind the scenes,

“We continually strive to exceed the minimum required levels of quality by producing only the highest quality products. In line with the NUTRI Feeds vision as a responsible leader in the animal feed industry, with respect for the environment and humanity, we became the first Animal Feed Manufacturer in the world to be both ISO 9001 and ISO 22000 certified. NUTRI Feeds is also the first Animal Feed Manufacturer in South Africa to have attained OHSAS 18001 accreditation, to confirm us as the leader in animal feeds in the country.”

With this, it becomes clear that being heralded as the industry leader is not just a trite cliché, but a fully accredited and confirmed claim and we are not in the least surprised.

NF is part of an impressive legacy, but rather than simply riding the coat tails of the fantastically successful CBH, it is making great strides on its own, simply by following prescribed ethos’ and missions and seeking to improve upon them where possible. With a keen eye focused on staff, clients and end users, NF is showing the world exactly the levels of dedication that it takes to not only be an industry leader, but a global competitor.

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