A TRULY SOUTH AFRICAN STORY STEEPED IN HISTORY AND TRADITION
Cerebos is a long established business with a strong internationally known brand which is the market leader in the retail salt market in South Africa with extended distribution into Southern Africa. The company’s industrial business is focused on the supply of quality salt to the food manufacturing sector while the retail division strives to deliver consumer with an array of value added convenience products.
MISSION & VISION
To be recognised as Southern Africa’s foremost supplier of salt. To be the market leaders and consumers first choice in premium salt, while leveraging the Cerebos brand, entering into the mainstream of flavour enhancement and striving to provide superior customer focus at all times.
BRAND STORY
Cerebos has been an iconic South African brand since 1945. It traces its roots back to England in 1892 when a chemist decided to mix calcium phosphate with salt to mend his daughter’s weak bones. He discovered that the combination gave the salt free-flowing properties, a first of its kind. The boy running after the chicken originates from the old folktale that if you poured salt on a chicken’s tail, it wouldn’t be able to fly away. Inspired by our free flowing salt, See How It Runs is our slogan still in use today.
HISTORY OF CEREBOS LTD:
- Established in South Africa in the 1940’s, Cerebos is the leader in the South African retail salt market, with distribution extending throughout Southern and Sub Saharan Africa.
- Originally a wholly-owned subsidiary of RHM Ltd UK, the 1980s saw its acquisition by AngloVaal Industries (through the subsidiary now known as National Brands Limited).
- In October 2002, the management of Cerebos purchased the business as a consortium and formed the locally-based independent entity.
- Committed to its role as a nation builder, the business welcomed BEE partner Khumo Bathong Strategic Investments (KBSI) in March 2006. Having acquired a significant stake in Cerebos Ltd, they provided both equity capital & strategic input that has proven to be crucial in securing an exciting new venture.
- With the assistance of the Development Bank of South Africa (DBSA), shareholders of Cerebos Limited funded the erection of a new plant to successfully produce Pure Vacuum Dried food grade salt to the South Africa consumer.
- In February 2012, a consortium of investors acquired the business to ensure that it remains the quintessential salt producer. Comprising of a broad based BEE vehicle (led by African Pioneer Investments), Investec Principal Investments, Netherne Investments and the previous Managing Director, Mr Len Chandler.
- In 2015 Chlor-Alkali Holdings (CAH) acquired 100% of Cerebos.
- In 2016 SynChem acquired 100% of CAH. The SynChem Group provides speciality chemicals & coatings, minerals and energy solutions for a broad range of sectors spanning food & beverages, industrial, pharmaceutical, mining, and agriculture.
- In August 2018, the ultimate holding company of SynChem, namely IEP, created The Bud Group, a diversified Group of Companies across the platforms of Chemicals and Minerals, Industrial Services, Building Materials and Financial Services. SynChem (Cerebos’ direct holding company) was renamed to Bud Chemicals and Minerals (“BudChem”).
BEE
Cerebos is committed to black economic empowerment (BEE), which it regards as both a national and business imperative. This is not simply a philosophical or theoretical endorsement. It is a strategic priority for all Cerebos operations. Cerebos has embarked on a campaign to become the first fully compliant BEE salt manufacturer in South Africa and continue to drive the process into the future. Cerebos has made great steps to achieving this goal.
The social upliftment of all Cerebos employees and previously disadvantaged individuals in the Eastern and Western Cape is also a key focus to the organization. The company encourages an innovative culture and behaves like a family loyally supporting their employees and it’s strong brands. The working environment is dynamic and empowered and each Cerebos employee is nurtured and given the opportunity to make a difference. Cerebos also has an educational fund administered by employees and Management.
Cerebos is implementing Mission Directed Work teams (MDW) under the guidance of the NPI(National Productivity Institute) in the existing production facility in an effort to empower the work force with better skills and knowledge to drive the company forward together. This program allows individuals with initiative to stand out and take on more responsibility within the business.
Language and writing skills have also been addressed and all employees are encouraged to attend language and writing classes provided by the company in an effort to increase literacy. Cerebos has always supported the communities in which they operate. The focus has always been on the upliftment of individuals and groups.
