Shark’s Gourmet Braai pack is first project of its kind

Karen Paul — 12 August 2009

DURBAN-based Minnies Food Enterprise (MFE) has developed a colourful gourmet braai pack in consultation with the Sharks, which features the well-loved rugby union’s logo and famous black-and-white colours on the packaging.

Comprising two delicious braai sauces, a Peli Peli Original and a Fiesta Sauce Original, the packaging consists of a simple carton with carry handle. The glass bottles are visible through two rectangular-shaped openings in the front, allowing the consumer to see the product inside. The names of the Sharks squad who won the 2008 ABSA Currie Cup are listed on the side panel, together with sponsor, ABSA Currie Cup logo. The back of the pack includes a photograph of the victorious team holding the Currie Cup high, with the ABSA Currie Cup logo and the wording ‘2008 Champions’ printed on the official licensed product. Uniprint printed the inner carton and Mondi Corrugated, the outer carton. The glass bottles were supplied by Consol Glass and the labels printed by E & P Labels.

‘Braaing and rugby are synonymous with each other and so it was amazing to discover that this was the first project of its kind involving a rugby union in SA, especially since the Sharks enjoy such a large fan base around the world!’ says the company’s director, Ibrahim Kolia.

Greg Walters, the company’s marketing manager and an ex-Natal Duikers rugby player, thought up the concept of a Sharks gourmet braai pack as he personally knows some of the Sharks’ executive. He initiated discussions, and once the proposal was accepted, Kolia set about designing the unique pack.

‘The SA Rugby Union holds the license for the Currie Cup, ABSA is its sponsor, and Cape- Town based Signet handles both the legal and design submissions with the Sharks Union, so we needed to get every aspect of the packaging approved by the various associative bodies - including the Shark’s marketing team,’ says Walters, explaining why it took eight months to achieve the end result.

‘We decided to use the team photograph as it embodied the spirit of winning the 2008 ABSA Currie Cup,’ says Walters.

Minnies Food Enterprise, in conjunction with ex- IBF world heavyweight boxing champion, Francois Botha, will be promoting the Sharks Gourmet Braai pack at the ABSA Stadium in Durban when the Sharks play their matches. Minnies and Botha are currently engaged in discussions with various retail stores and other outlets with regard to selling and distribution of the braai pack. The product is also being aggressively marketed in Australia, New Zealand and Canada, where the Sharks enjoy a strong fan base.

Uniprint was involved with the Sharks Gourmet Braai pack project from the initial stages. ‘We printed the cartons in our point-of-sale division in North Coast Road on our litho presses and the tamper-proof sleeves were printed at our labels and packaging plant in Umgeni Business Park,’ says Trevor Somaroo, sales consultant, labels and packaging, Uniprint. Prior to MFE’s inception in 1993, the company’s sauces were developed by Amina Kolia, affectionately known as Minnie to her family and friends.

Her culinary skills were perfected over four generations. ‘A loving personal touch and attention to detail is the secret ingredient in all of our products,’ says Kolia. ‘Everyone at MFE is passionate about producing only the best.’ Family values still pervade and are an intrinsic part of the MFE culture. It is through these values and culture that MFE has evolved into a highly ethical and professional company with an intuitive, pragmatic approach to business and its customers.

MFE has become one of the largest independent sauce manufacturers in KwaZulu- Natal, currently producing a combined range of over 50 varieties of sauces, condiments, bastings and marinades. It also offers a combination of over 100 herbs, spices, seasonings and dry blends. The company also contract packs and conducts personal branding for a variety of companies. MFE relocated to its new manufacturing plant in Riverhorse Valley Business Estate in the first quarter of 2008. The new premises include a laboratory, increased production and warehousing facilities.