About

Promasidor is a food and beverage giant that distributes affordable food and beverage products of superior quality across Africa.

Promasidor is an African beverage and food-products powerhouse that caters to 850-million people. Motivated, dynamic and progressive, Promasidor is a shining example of exactly how much can be achieved on this great continent.

Our Story

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.

Our Vision

We are an African company proud of our heritage and totally committed to the continent. We manufacture, market and sell unique brands which bring practicality and pleasure to millions of consumers across Africa.

We have enjoyed ongoing success for over 30 years. This success has been built on not only understanding the needs of our consumers, but also on the understanding of the needs of our employees, our suppliers and our stakeholders.

Promasidor's Vision is to provide the opportunity to purchase our brands to everyone in Africa, because we firmly believe that everyone in Africa deserves that opportunity. We intend on executing this vision by operating within a clear set of rules.

Quality - Our customers demand and deserve quality products. We must fulfill our promise to provide products and service of consistently high quality.

Values - We need to demonstrate the highest standards of corporate governance and corporate and social responsibility throughout the Group. We have clear obligations to consumers, suppliers, our employees and to the communities in which we operate. These obligations are respect, integrity and openness.

Profitability - We will sell products where we can be profitable. If circumstances within the operating environment limit the potential to generate profits, the company cannot invest, grow, motivate, develop and reward our people and stakeholders.