Promasidor is a food and beverage giant that distributes affordable food and beverage products of superior quality across Africa.
Promasidor was founded in 1979 by Robert Rose, who left the United Kingdom in 1957 for Zimbabwe to pursue his African dream. As Chairman of Allied Lyons Africa for over 20 years, he travelled extensively across Africa and gained a unique and thorough knowledge of the food industry throughout the continent. In particular he noticed a lack of availability of the one highly nutritious product that the developed world takes for granted - milk.
He realised that with technology in the manufacture of milk powders advancing rapidly, there was an exciting opportunity to provide milk powder in small portions that could be packaged in flexible sachets. It was found that removing the animal fat from the milk and replacing it with vegetable fat allowed for a longer shelf life. This meant that for the first time, milk powder could be distributed across the vast African continent, providing access to affordable milk to everyone in Africa.
A passionate belief in this vision fuelled the pioneering concept of selling filled milk powder in small sachets and Promasidor began selling the Cowbell brand in the Democratic Republic of Congo (then Zaire) in 1979. Today Cowbell is sold in the majority of countries across the African continent.
Initially distributing our flagship powdered milk brand in the Democratic Republic of the Congo, Promasidor soon grew to include several more nutritional food-and-beverage brands which we distribute to many other African countries, including Ghana. Operations in Ghana commenced in 1999 and today Promasidor Ghana even distributes to neighbouring countries such as Togo, Burkino Faso, Liberia, Sierra Leone and Cote D' Ivoire.
To be Ghana's leading FMCG food business by delivering continued sustainable high growth
To build brands with high equity, quality, and nutrition, that are affordable in every category we compete in. Driven by deep consumer insights, creativity and innovation via a culture of excellence and diligence. Premised on the principles of discipline, determination, hard work, teamwork, focus, persistence, completeness and respect for people and the environment
Thinking out of the box: Challenge the status quo
Accountability/ Team work/ Discipline/ Humility / Loyalty / Commitment
Integrity / Trust/ Respect / Reliability
Drive for Excellence/ Passion / Nurturing Great Talents