About Promasidor
Promasidor is a Consumer company based in Sandton (South Africa) founded in 1979 by Robert Rose. Multi-category food beverage company. Promasidor has raised $532 million across 3 funding rounds from investors including International Finance Corporation, The Bank of Industry and Ajinomoto. The company has 4,032 employees. Promasidor was last valued at $1.6 billion in November 2016. Its chief executive, as recorded, is Olivier Thiry. Its website promasidor.com draws about 21 thousand monthly visits. Its focus areas include Food and Agriculture, Food & Beverage Products, Multi-category and Consumer Goods. Its competitors include Pioneer Foods, Rhodes Food Group and Clover.
Company details
The company was founded in 1979 and operates within the food and beverage sector. Dairy products, beverages, cereals, and related items are manufactured under brands such as Cowbell, Loya, and Miksi. Operations are focused on production and sales, with the majority of products distributed in South Africa from the headquarters in Sandton.
- Headquarters Sandton, South Africa
- Employees 4,032
- Founders Robert Rose
- Stage Unicorn
- SectorsConsumer
- Website category Business and Consumer Services · Business Services
- Email••••••••
- Phone•••• ••••
- Website promasidor.com/en
- Social LinkedIn X Facebook
- Total Equity Funding$532M (USD)
in 3 rounds
- Latest Funding Round$15.45M (USD), Debt – Conventional
Jul 2018
- InvestorsInternational Finance Corporation
& 3 more
- Employee Count4,032
Funding Insights of Promasidor
Promasidor has successfully raised a total of $532M across 3 strategic funding rounds. The most recent funding activity was a Debt – Conventional round of $15.45 million completed in July 2018. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $532M
- Total Rounds 3
- Last Round Debt – Conventional — $15.45M
- First Round $25M
(Sep 2016)
- Investors Count 4
All 3 funding rounds of Promasidor with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Jul 2018 | $15.45M | Debt – Conventional | – | – | |
| Nov 2016 | $532M | Series C | $1.6B | Ajinomoto | – |
| Sep 2016 | $25M | Debt – Conventional | – | – |
| Date | Valuation | Stage |
|---|---|---|
| Nov 2016 | $1.6B | •••••••• |
Full valuation and stage history of Promasidor
Every valuation point, the growth-stage changes (minicorn, soonicorn, unicorn) and the dates behind them require an active premium plan.
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Last known valuation $1.6B (Nov 2016). 4 investors in total: 4 institutional.
Investors in Promasidor
Promasidor has secured backing from 4 investors, including institutional and venture fund investors. Prominent investors backing the company include International Finance Corporation, The Bank of Industry and Ajinomoto.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
IFC is focused on private sector development in emerging markets. | 1956 | ifc.org | ||
| tana-africa.com | ||||
Business loans are provided to support industrial development in Nigeria. | 2001 | boi.ng | Lagos, Nigeria | |
| ajinomoto.co.jp |
Investor details for Promasidor
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
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People of Promasidor
30 people are tracked at Promasidor (19 in leadership, 11 in team); the tracked headcount is 4,032.
| Name | Role | Group |
|---|---|---|
Robert Rose | Founder | Leadership |
Olivier Thiry | CEO | Leadership |
Mark Rose | Chairman & CEO | Leadership |
Simon Rose | CEO | Leadership |
Murray Mackintosh | Group Creative Director | Leadership |
Hano Conradie | Group Technical Director | Leadership |
Jehredy Maatoug | Country CEO | Leadership |
Ibraheem Abiodun Ayodeji | Head of Marketing | Leadership |
Andrews Adjei Bodom | Head of Human Resources | Leadership |
Jean-Robert Thouanel | Group Chief Technical Officer | Leadership |
Miriac Sastre | Group Category Director, Culinary & Beverages | Leadership |
Uwa Michael-Okafor | Group Chief Human Resources Officer | Leadership |
Mustafa Faniyi | Head - Financial Planning And Analysis | Leadership |
Rui Goncalves | Head Of Sales Promasidor Angola | Leadership |
Samuel Lefebvre | Finance Director | Leadership |
Warren Resnick | Group CFO | Leadership |
Alfred Efekele | Chief Financial Officer | Leadership |
Samir Sadaoui | Chief Executive Officer | Leadership |
Olumide Olabamiji Bello | Group ICT Director | Leadership |
Fergani Abdelhakim | Directeur National Des Ventes | Team |
10 more people are available in the full profile.
Complete people profiles for Promasidor
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
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Timeline of Promasidor
4 dated milestones of Promasidor across 39 years, from founding to its latest funding, stage changes and deals.
- Founded Promasidor is founded.
- Funding First funding round of $25.0M.
- Milestone Reaches Unicorn status.
- Funding Latest funding round, Debt – Conventional, of $15.4M.
Competitors of Promasidor
Promasidor has 3 listed competitors in our database. They include Pioneer Foods, Rhodes Food Group and Clover.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| pioneerfoods.co.za | 1997 | Cape Town, South Africa | Multicategory food and beverage company | |||
| rfg.com | 1896 | Paarl, South Africa | Multi-category food and beverage products are produced and distributed. | |||
| clover.co.za | 2017 | Roodepoort, South Africa | Multi-category food and beverages are processed by Clover. |
Detailed competitors of Promasidor
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Web traffic of Promasidor
The website of Promasidor (promasidor.com) receives about 21.2K visits a month and ranks #1,135,420 among all websites worldwide, #9,277 in Business Services.
- Monthly visits21.2K
▼ 12.7% vs previous month
- Unique visitors11.4K
per month
- Global rank#1,135,420
among all websites
- Category rank#9,277
Business and Consumer Services · Business Services
- Bounce rate44%
- Pages per visit1.9
- Average visit37 sec
- DevicesDesktop 27% · Mobile 73%
Websites whose visitors overlap most with Promasidor. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| keyproject.net | 87% | View details |
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Related news about Promasidor
Complete news archive for Promasidor
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Frequently Asked Questions about Promasidor
Promasidor was founded in 1979 and raised its 1st funding round 37 years after it was founded.
Promasidor is headquartered in Sandton, South Africa. It is registered at Sandton, Gauteng, South Africa.
Olivier Thiry is the CEO of Promasidor, as recorded in our data.
Promasidor is a funded company, having raised a total of $532M across 3 funding rounds to date. The company's 1st funding round was a Debt – Conventional of $25M, raised on Sep 2016.
Promasidor has 4,032 employees.
The company was founded in 1979 and operates within the food and beverage sector. Dairy products, beverages, cereals, and related items are manufactured under brands such as Cowbell, Loya, and Miksi. Operations are focused on production and sales, with the majority of products distributed in South Africa from the headquarters in Sandton.
Promasidor's top competitors include Pioneer Foods, Rhodes Food Group and Clover.
Promasidor has 4 investors. Key investors include International Finance Corporation, The Bank of Industry, Ajinomoto, and Tana Africa Capital.
The valuation of Promasidor is $1.6B as of Nov 2016.