We are an African company proud of our heritage and totally committed to the continent. We manufacture, market and sell unique brands which bring practicality and pleasure to millions of consumers across Africa.We have enjoyed ongoing success for over 30 years. This success has been built on not only understanding the needs of our consumers, but also on the understanding of the needs of our employees, our suppliers and our stakeholders.Promasidor's Vision is to provide the opportunity to purchase our brands to everyone in Africa, because we firmly believe that everyone in Africa deserves that opportunity. We intend on executing this vision by operating within a clear set of rules.QUALITYOur customers demand and deserve quality products. We must fulfill our promise to provide products and service of consistently high quality.VALUESWe need to demonstrate the highest standards of corporate governance and corporate and social responsibility throughout the Group. We have clear obligations to consumers, suppliers, our employees and to the communities in which we operate. These obligations are respect, integrity and openness.PROFITABILITYWe will sell products where we can be profitable. If circumstances within the operating environment limit the potential to generate profits, the company cannot invest, grow, motivate, develop and reward our people and stakeholders.