Our Strategy

Vital’s vision is to grow its market within Nigeria and Africa, with high quality products, a reinforced and effective supply chain, information management system and improve customer engagement. The Company plans to build on its existing competencies to enable a platform for continuous market expansion, volume growth and delivery of the desired benefits to all stakeholders.

The Company’s business strategy is anchored on the following pillars:

Robust Brand Portfolio

Vital have a; robust brand portfolio, access to Africa’s largest economy, a Well established FMCG business, a Wide and effective distribution network, Strong relationships with international strategics and global brands.
Their well known and recognised brand portfolio includes tomato based pastes, juices, mayonnaise, seasoning, spreads and dairy products. Vital’s brands have been able to increase their equity over time by adapting to changing market conditions and consumption patterns.
Attractive packaging and presentation of products have contributed to the Company’s success.

Diversified Sourcing Network

They have a well diversified sourcing network, a strong management team and a State-of-the-art production facility approved by regulatory agencies and New product development capabilities. Vital’s end to end control over the value chain gives the Company the market intelligence to rapidly adapt to changing market conditions and consumption patterns. They are well positioned to capture the growing opportunity in the food and beverage sector by the introduction of new products and extension to existing brands, whilst they already have a strong presence in all major retail, wholesale and online channels across Nigeria

Wide and effective distribution network

Extensive distribution network covering 32 of 36 states in Nigeria. The Company’s distribution network across c.90% of Nigeria ensures deep consumer penetration
Over 19 years of distribution network experience provides a platform to launch new products and enter new product lines
Strong relationships with distributors ensure proper representation of product portfolio

Access to Africa’s largest economy plus its neighbouring countries

Nigeria’s growing young population and emerging middle class will underpin long term demand for consumer goods, especially food products
Urban migration which is expected to make Lagos one of the largest metro cities in the world will drive demand
Significant export opportunities exist for the Company to supply its product portfolio to other ECOWAS countries

Strong co-packaging relationships with international strategic and global brands

Vital has a rolling contract with Heinz, the world’s top producer of ketchup and Olam International to co-package some of their products
Vital also has a co-packaging arrangement with Dangote, Africa’s leading conglomerate
Securing these contracts underpins Vital’s continuous investment in quality control systems and processes

Well diversified raw material sourcing network

Different ingredients are sourced from several countries, reducing dependency on one geography
Vital is in advanced stages for sourcing key raw materials domestically, thereby reducing foreign exchange risks and improving profit margins

Experienced management team and strong governance

Vital has a strong management team with extensive FMCG experience within and outside Nigeria as well as a track record of delivering products and services in Nigeria’s competitive market
The Company’s management team have been together for over 20 years demonstrating a very low attrition rate
The Company also has excellent corporate governance standards represented by a strong board and an entrepreneurial management team with a strong reputation of executing on its business strategy

Supportive shareholder base

Vital is supported by a strong shareholder base comprising of a leading South African private equity investor and an international bank both aligned with the Company’s growth objectives
Core management team are also shareholders

State-of-the-art production facility

Vital Pioneered the concept of flexible packaging of food and beverages products in Nigeria
Large manufacturing capacity with flexible plants to produce multiple products
Best packaging facility in the country which distinguishes the products on store shelves
Certified by NAFDAC and the SON as having fulfilled the requirements for the prestigious ISO9001:2000 and ISO 9001:2015 award

New product development capabilities

An established Research & Development and Quality department, with decades of experience in developing and testing new products within the Nigerian population
The Company is constantly developing and launching new products and expanding market segments in line with its understanding of consumer preferences and tastes