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the recent move the company has made to extend its retail meat brands a stage further, through the Kanhym Fresh Meat Deli concept. Another step forward in positioning Kanhym's output away from commodity markets, the Kanhym Deli will market fresh meat and complementary products through a network of franchised, owner-operated deli outlets. The first delicatessen has already been successfully trialled in Middleburg and a second franchised business is now situated in Pretoria. " Our meat products are of outstanding quality and we have a brand that conveys integrity, honesty and goodness. We can put these values across in a premium shopping experience, bringing them directly to consumers in a fully supported delicatessen which we then plan to roll out on a franchise basis," Prinsloo explains. Not only will operating an owner- managed franchise model avoid the need for a large injection of cash to support the expansion, it is also the best way of guaranteeing attention to detail and the customer service that will be At present, the animal feed division is the most well-developed area of the business- 250,000 tonnes a year are produced at Kanhym, giving it a big footprint in the market. However, as Prinsloo explains, even in what appears to be a commodity market, there is still plenty of scope for differentiation. " We work closely with a select number of large, very progressive clients to develop feed programmes that meet their unique and specific needs. It is not feed that we offer to our customers, but the superior performance that their animals will derive from it." Kanhym is already South Africa's largest producer of pork and it also leads in the breeding stock market, supplying world class genotypes to commercial pig producers. In the drive to progress up the value chain, the company has already developed a branded retail presence for its meat products- Tenderlicious for its beef and Slenderlicious for pork. Leanerlicious will soon become a registered trademark for lamb products. The most exciting area of the business for Prinsloo is Kanhym Estates September / October 09 www. bus- ex. com 115