JustFood West Africa, a leading provider of quality consumables and food services equipment in West Africa has repositioned for greater growth and profitability. According to the MD & CEO Mr. Tunde Ogunrinde, the rebranding and positioning of JUSTFOOD is to enable the company provide world-class service to customers and provide cutting edge solutions to their businesses. He further explained that the business had narrowed down on its product offerings by concentrating on fewer brands which would deliver optimally on customer requirements. He noted that 90% of JUSTFOOD customers operate in the quick service restaurant(QSR) business thereby requiring the services of a partner that can meet up with their supply chain demand forecast, which is a key objective of the JUSTFOOD business model.
“Looking at the current challenges facing our economy, now is the time for young and aspiring entrepreneurs to look inwards and invest in the food value chain business. JUSTFOOD is positioned to help start-ups in setting up their businesses at the right cost, purchasing the right equipment and also supporting them with after sales service” said Mr. Ogunrinde.
JUSTFOOD West Africa was established in 1989 and began operations by representing leading global brands like Pritchitts-Lakeland, manufacturers of Comelle ice cream mix powder and Taylor company, makers of Taylor ice cream machine.
JUSTFOOD quickly pioneered the concept of encouraging smaller entrepreneurs into the ice-cream business, which positively impacted on the growth of the ice-cream category as a whole. Early success was based on providing more than sales and delivery services. JustFood was among the first to offer equipment servicing and operator training at the customer’s own store. This was executed by a well-trained, local customer care team and proved to be very successful as well as forming the basis of an on-going focus on service excellence within the business. Said Mr. Ogunrinde “we believe that the critical success factor in marketing & selling our suppliers’ products is through the process of live demonstration. Parts of the sector we also service are the HO.RE.CA, Institutions and Catering services which also contribute immensely to the food market segments”.
The company offers services and provides factory warranties on all the equipment it distributes in order to maintain global brand standards and ensure total customer satisfaction. The company’s equipment partners are all Original Equipment Manufacturers (OEM) with a strong focus on innovation, research & development and they provide training for JustFood technicians strategically located in every region of the company’s operations. Additionally, all equipment comes with a warranty and the company has the facility to warehouse parts for customer’s daily and regular maintenance with a team of highly trained technical sales representatives to ensure the equipment are maximally functional at all times.
The company has offices in Nigeria, Ghana and Ivory Coast in accordance with the organizational strategy to have legal presence in all ECOWAS (Economic Community of West African States) and Cameroon over the next 5 years (end of year 2020). This is driven by the company’s own business model and commitments to partners and clients that are expanding their business across West Africa. Just Food considers physical presence in each country as critical and also supports entrepreneurs in the setting up of new hospitality catering businesses (from concept to reality) including recipe development.
JustFood has an unwavering commitment to the pursuit of excellence and is fully positioned to deliver on its cardinal organizational objectives.