In 2021, we set a bold ambition for the group: to scale CA&S into a business with revenue of R20 billion. This ambition was never only about reaching a number – it represented the scale, relevance and capability we aim to deliver as a partner of choice for brands across Africa. It signaled our intent to outperform the markets in which we operate, unlock long-term value for stakeholders, and strengthen our position in the continent's evolving FMCG landscape.
Since then, we have made meaningful progress. Through disciplined execution, strategic investment, and the expansion of our geographic and service footprint, we have laid the foundations that bring this ambition firmly within reach. Our focus now is on building on this momentum – strengthening the engines of growth that will take us beyond this threshold and propel CA&S into its next horizon.
Our ambition and vision
It is our ambition and vision to be recognised as the benchmark in emerging markets for brand representation and brand building – trusted for our ability to connect brands & buyers, regional scale & local precision, insight & execution, creating sustainable growth for all stakeholders.
Our purpose
Our purpose is clear: to take brands beyond borders. That means expanding footprint, improving availability, building shopper affinity and ultimately driving sales. We do this through a deep understanding of trade dynamics, close collaboration with clients and retailers, and a commitment to on-the-ground excellence.
Guided by The Power of &, we combine the strengths of our businesses, our people and our partners to create outcomes none of us could achieve alone. It is this spirit of connection and collective capability that amplifies our impact – strengthening our contribution to the retail sector, empowering our teams and unlocking the next chapter of growth for CA&S.
Our four ESG priorities play a key role in guiding our overarching goal and growth strategy of sustainable and profitable growth:
Environmental stewardship
Implementing measures to manage environmental dependencies and reduce our environmental impact.
Social responsibility – our workforce
Improving livelihoods and employee wellbeing.
Social responsibility – communities
Positively impacting the communities in which we operate.
Economic and governance performance
Committing to good corporate governance internally and across our value chain.
Our sustainability approach and ESG priorities are outlined here.
Critical success factors
Our critical success factors are directly aligned to our expected strategic outcomes, ensuring we remain focused on the ultimate goal – creating long-term value for all stakeholders.
What we prioritise
By combining our execution excellence with the collective intelligence of our group – our data, our experience and our relationships – we are building a platform for long-term growth. Our success will be measured not only by revenue, but by the strength of the foundation we create – one that can sustain and accelerate performance over the next decade and deliver consistently elevated returns on invested capital.
The next five years will focus on reinforcing our strengths while decisively expanding our reach, capabilities and profitability. In pursuing these goals, we will:
Strengthen and streamline core operations by deepening market penetration, elevating service delivery and securing our position as the partner of choice in every market we operate. Accelerate scale through targeted acquisitions, building category depth and extending our commercial footprint.
Advance digitisation and IT transformation by implementing a group-wide "technology spine", harmonising systems and embedding data intelligence across all operating companies to drive speed, accuracy, and insight-led decision-making.
Unlock new value in private label and orphan brands, leveraging our market access, category expertise and brand-building capability.
Prioritise complementary, higher-margin services that combine our execution strength with increasingly sophisticated intelligence. Invest in and scale in East Africa, including Zambia, using Kenya as a strategic hub to accelerate growth in Uganda and Tanzania, and driving sustained momentum in these high-potential markets. Enhance the "Power of &" by amplifying inter-company collaboration, sharing intellectual property, pooling expertise, and facilitating the transfer of best-practice in the group.
Deepen strategic client relationships at group level, opening new routes to market and expanding the scope of our partnerships. Embed succession planning to ensure leadership continuity, capability, depth and operational excellence at every level.
Progress on our focus areas
2025
| 2025 Focus Area | Progress | |
| Expand geographical coverage in select emerging markets | The group acquired 35% in Tradco Group in 2025. This expanded our coverage to East Africa, specifically, Kenya, Tanzania and Uganda. | |
| Extend channel reach to capture untapped demand | The acquisition of Roots Sales in 2024 followed by the establishment of eKasi Sales Solutions in 2025, has created an emerging capability in the traditional trade channel, supporting improved reach into underserved areas. | |
| Broaden services through value-chain integration | CA&S engaged in negotiations with Sunpac during 2025. This transaction is expected to be finalised during the 1st half of 2026, subject to Competition Commission approval. The acquisition introduces capability in the private and confined label category. | |
| Leverage data and insights to build scalable platform businesses | The group has advanced its digital transformation by building a unified data foundation and centralised insights platform to drive smarter decisions, efficiency, and growth across all markets. | |
| Deploy transformative technologies to enable speed and agility | CA&S has commenced a partnership with a global image recognition specialist to deliver real-time shelf insights, enabling faster action, improved compliance, and stronger in-store performance. This forms a key part of the group's AI roll out. | |
| Apply specialist expertise to accelerate new growth | The appointment of a Chief Commercial Officer has strengthened the group's specialist commercial capability and enhanced its ability to identify and execute growth opportunities. |
Strategic outcomes
How we will achieve our ambition