Our Key Priorities for the Year 2025

Let’s get straight to it. This year, we are shifting gears—driving growth, refining operations, and investing in our people. The roadmap is clear, and every turn we take will be deliberate, strategic, and results-driven.

First things first—Solution Selling. We are expanding our product basket, not just to increase sales but to offer more comprehensive solutions to our customers. It’s not just about selling products; it’s about solving problems. That’s the mindset shift we are adapting.

Lifestile® is coming. This year, we launch into the lifestile® segment, bringing a new dimension to our offerings. It’s a space we are ready to explore, and we will do it with the same commitment to quality and customer satisfaction that defines us.

Customer classification is key. We are categorising our existing customers based on their potential and creating targeted distribution routes. It’s about efficiency, maximizing opportunities, and ensuring our resources are placed where they yield the highest returns.

Expanding distribution. We’re entering the distribution business through dealers while strengthening our Safintra Mozambique retail counters. The goal? A stronger market presence and a seamless experience for our customers.

Operational Efficiency matters. Timely material supply is non-negotiable—we must deliver within our committed lead times. Waste reduction is another focus. We are setting a target of keeping scrap below 5% of total revenue. Managing stock levels effectively and optimising working capital will also be crucial.

SAP implementation—our game changer.
We kicked off the process in January, aligning with the rest of the Group. This is more than just a system change; it’s a leap towards better efficiency, accuracy, and performance tracking.

Upskilling our people.
Training will be a priority—SAP implementation, Sales Coaching, Product Knowledge, and Solution Selling will all be part of our learning curve. A knowledgeable, well-equipped team is our biggest asset.

Challenges exist, but we’re ready. Forex availability was a hurdle last year, causing delays in supplier payments. This year, we remain proactive, adapting to market dynamics and ensuring smoother transactions.

And finally, the bottom line. Everything we do this year aligns with one overarching goal—hitting our revenue and contribution targets while ensuring a strong, positive financial outcome. We know where we’re going. Now, let’s get there.