African Marketing

Name

African Marketing

Legal name

African Marketing (PTY) LTD

Website

https://african-marketing.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

51–100 employees

Short description

African Marketing (PTY) LTD is a Namibian-owned B2B importer and distributor of food and beverage products, serving retailers, hospitality, and food-service operators nationwide since 1978 via Windhoek and Walvis Bay operations.

Ownership category

akta.pro rank

Product category

Wholesale Food and Beverage Distribution

NAICS

Poultry and Poultry Product Merchant Wholesalers (424440), Specialty Food Retailers (4452)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

International Specialty Ingredients & Import Markets (CRAHAFAL)

akta.pro secondary industries

Ethnic Beverages Wholesale (Specialty/Import) (AFAIAIAG), Bulk Beverage & Coffee/Tea Supply Stores (Retail + Wholesale) (CRAHAMAH)

Keywords

• Food and beverage distribution
• B2B wholesale supply
• Hospitality food supply
• Imported grocery distribution
• Premium product distribution

Headquarters

HQ city

Windhoek

HQ country

Namibia

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Product Distribution: Revenue generated from importing and distributing premium food and beverage products to businesses across Namibia, including hotels, restaurants, cafes, corner shops, and hypermarkets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

African Marketing (PTY) LTD imports and distributes a comprehensive basket of premium international food and beverage products to businesses across Namibia. Operating since 1978, the company serves customers ranging from corner shops and cafeterias to hypermarkets and 5-star hotels, offering an online webstore for ordering alongside direct door-to-door delivery nationwide. The product range spans ambient, chilled and frozen groceries, alcoholic and non-alcoholic beverages, bakery ingredients, snacks, cleaning supplies, packaging, and tobacco, sourced from 55+ international brands.

Product overview

African Marketing (PTY) LTD operates as a B2B e-commerce platform and distribution company serving Namibia's food service and retail sectors since 1978. The core offering is the CommerceBuild-powered webstore through which business customers—from corner shops to hypermarkets and cafeterias to 5-star hotels—order imported food and beverage products. The product portfolio encompasses ambient, chilled, and frozen foods across grocery categories (soups, snacks, seeds, oils, sauces, spices, cereals, rice, pasta, flour, sugar, honey, jams, condiments), beverages (alcoholic spirits/wines/beers, non-alcoholic juices/teas/coffees/energy drinks), bakery ingredients, cleaning/sundries, packaging, and tobacco. The company distributes 55+ international brands including KNORR, FLAVOUR-RITE, SIMBA, LORENZ, SCHWARTAUER, RITTERSPORT, FERRERO, MELITTA, TEEKANNE, RAUCH, KÜHNE, NUTELLA, CLAUSTHALER, DAB, FREIXENET, HENKELL, and FAIRVIEW. African Marketing's own-house brands include FLAVOUR-RITE (soup powders, juice powders), CRAFT (seeds, ingredients, canned goods), AFMAR (pasta), and BAKPRO (flour).

Differentiator

Problem solved

Functional benefit

Products and services

• Beverages - Alcoholic Full range of alcoholic beverages including beer (DAB, Schofferhofer), ciders, spirits (brandy, cocktails, gin, liqueur, rum, schnapps, tequila, vodka, whiskey), and wines (port, red, rosé, sparkling, white) from brands including FREIXENET, HENKELL, KRONE, LANZERAC, BOSMAN, distributed to hospitality and retail businesses across Namibia.
• Beverages - Non-Alcoholic Non-alcoholic drinks including juices (RAUCH, HAPPY DAY, RHODES, LIQUIFRUIT), ice teas, tea (TEEKANNE, FRESHPak, 5-ROSES), coffee (MELITTA, RICOFFY), energy drinks, carbonated beverages, powdered drinks, and non-alcoholic beer (CLAUSTHALER), supplied to hospitality and retail customers.
• Ambient Grocery Products Wide range of ambient grocery products including biscuits, cereals, desserts, preserved fish, flour, fruit, honey, ingredients, meat, mushrooms, mustard, nuts, oils, olives, pasta, rice, salt, sauces, seeds, snacks, soups, spices, spreads, sugar, sweets, syrup, canned vegetables, vinegar, and jams, distributed to food service and retail customers.
• Chilled Foods Chilled food products including chocolates (RITTERSPORT, FERRERO Rocher), milk products, yoghurt, butter, cheese (FAIRVIEW, MAMMEN), and processed meats, supplied to hospitality and retail customers across Namibia.
• Frozen Foods Frozen food products including chicken, pastes, vegetables, pies, and frozen chips from MAESTRO and other brands, distributed to hospitality and retail businesses.
• Bakery Products and Ingredients Baking ingredients including bread baked goods, bread premix, confectionary premix, premix specialities, and bakery ingredients from various suppliers for food service and bakery customers.
• Cleaning and Sundries Products Cleaning supplies and general sundries including toilet paper, serviettes, disposable items, petfood, and other non-food consumables for food service and retail customers.
• Packaging Products Food service and retail packaging including foils, bags, and FOMOS packaging products for hospitality and retail businesses.
• Tobacco Products Tobacco products including cigarettes and other tobacco items distributed to retail customers across Namibia.
• Coffee Machines and Accessories Coffee machines and coffee accessories supplied to hospitality customers in Namibia.
• Direct Door-to-Door Delivery Service Direct door-step delivery service distributing products to business customers across Namibia, serving corner shops to hypermarkets and cafeterias to 5-star hotels nationwide, operational since 1978.
• B2B E-Commerce Webstore CommerceBuild-powered B2B e-commerce webstore enabling business customers (corner shops to hypermarkets, cafeterias to 5-star hotels) to browse the comprehensive product basket and place orders online for delivery across Namibia.

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core.

• MelittacoreChannel Partner/ Reseller/ DistributorMelitta is a German coffee company whose products are distributed by African Marketing in Namibia, including coffee beans, coffee Auslese, and related products.
• RobertsoncoreChannel Partner/ Reseller/ DistributorRobertson winery products including wines distributed by African Marketing in Namibia.
• MonincoreChannel Partner/ Reseller/ DistributorMonin syrups and beverage products distributed by African Marketing in Namibia.
• FairviewcoreChannel Partner/ Reseller/ DistributorFairview cheese and dairy products distributed by African Marketing in Namibia.
• RiscossacoreChannel Partner/ Reseller/ DistributorRiscossa pasta products distributed by African Marketing in Namibia.
• KühnecoreChannel Partner/ Reseller/ DistributorKühne condiments, vinegars, and prepared foods distributed by African Marketing in Namibia.
• RauchcoreChannel Partner/ Reseller/ DistributorRauch juices and beverages distributed by African Marketing in Namibia.
• Ritter SportcoreChannel Partner/ Reseller/ DistributorRitter Sport chocolate products distributed by African Marketing in Namibia.
• FerrerocoreChannel Partner/ Reseller/ DistributorFerrero products including Rocher distributed by African Marketing in Namibia.
• NutellacoreChannel Partner/ Reseller/ DistributorNutella chocolate spreads distributed by African Marketing in Namibia.
• HaribocoreChannel Partner/ Reseller/ DistributorHaribo confectionery products distributed by African Marketing in Namibia.
• HenkellcoreChannel Partner/ Reseller/ DistributorHenkell sparkling wines and champagne distributed by African Marketing in Namibia.
• FreixenetcoreChannel Partner/ Reseller/ DistributorFreixenet sparkling wines distributed by African Marketing in Namibia.
• KnorrcoreChannel Partner/ Reseller/ DistributorKnorr soups, sauces, and food products distributed by African Marketing in Namibia.
• SimbacoreChannel Partner/ Reseller/ DistributorSimba snacks and chips distributed by African Marketing in Namibia.
• LorenzcoreChannel Partner/ Reseller/ DistributorLorenz snack products including Saltletts, Pomsticks, and others distributed by African Marketing in Namibia.
• DABcoreChannel Partner/ Reseller/ DistributorDAB beer products distributed by African Marketing in Namibia.
• SchofferhofercoreChannel Partner/ Reseller/ DistributorSchofferhofer wheat beer products distributed by African Marketing in Namibia.
• ClausthalercoreChannel Partner/ Reseller/ DistributorClausthaler non-alcoholic beer products distributed by African Marketing in Namibia.

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Regional players

• Choppies Enterprises: Choppies is a leading retail and wholesale grocery chain headquartered in Botswana with cross-border presence in southern Africa, distributing imported and local food and beverage products to a similar mass-market and informal-retail customer base. It operates in a directly comparable Southern African import-distribution environment adjacent to African Marketing's home market.

Broad incumbents

• Pick n Pay Stores: Pick n Pay is a major South African food retailer with a growing Southern African footprint, distributing imported and private-label grocery and beverage products. While a retailer, its scale, Namibian franchise presence, and premium imported product sourcing make it a broad incumbent comparable for African Marketing's category and customer base.
• Shoprite Holdings: Shoprite is Africa's largest food retailer with extensive own-distribution infrastructure for imported grocery and beverage products across Southern Africa. While primarily a retailer, its distribution scale and Namibian footprint (through its subsidiaries) make it a relevant incumbent comparable for African Marketing's category.
• Bidvest Foodservice: Bidvest Foodservice is South Africa's largest broadline foodservice distributor serving hotels, restaurants, and catering operators. It is the closest scaled analog to African Marketing's B2B foodservice distribution model across a wider geography and product breadth, making it the most relevant incumbent benchmark for African Marketing's operating model.
• SPAR Group Limited: SPAR operates a wide retail and wholesale distribution network across Southern Africa distributing international and local food and beverage brands to member retailers. Its model of distributing imported grocery and beverage SKUs to a tiered retail customer base in Southern Africa is broadly comparable to African Marketing's B2B distribution approach.
• Woolworths Holdings: Woolworths Holdings operates Woolworths Food, a premium-positioned retailer with strong private-label and imported specialty food and beverage sourcing across Southern Africa. Its premium imported grocery and hospitality customer overlap with African Marketing's 5-star hotel and premium retail customer segments makes it a relevant broad incumbent benchmark.
• Massmart Holdings: Massmart (a Walmart subsidiary) operates Makro and Game wholesale/retail formats across Southern Africa distributing imported grocery, food service, and household products. Its Makro cash-and-carry and food service supply business overlaps with African Marketing's B2B distribution of premium imported food and beverage products in the broader region.

Direct peers

• Metro Cash & Carry (Namibia): Metro operates a cash-and-carry and food service supply business directly in Namibia and across Southern Africa, distributing imported grocery, beverage, and foodservice products to B2B customers. It is a direct competitor in the same geography serving overlapping corner-shop, hospitality, and small-retailer customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/African.Marketing
• LinkedInlinkedin.com/company/african--marketing

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about African Marketing