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One-on-One with Chris Diaz on the future of Bidco Africa Group

Chris Diaz, is the Group Sales and Marketing Director at Bidco Africa. He leads the sales and marketing functions for the entire group including corporate communication, distribution and customer strategies across the consumer markets.

Chris is a diverse thought leader experienced in global integrated Corporate sales, Marketing and business strategy across multi industries . He was awarded one of the most influential global Marketing leaders by the World Marketing Congress. First African leader to win the global award as Best Modern marketing leader Markies 2017 presented in Vegas, USA.

Soko Directory caught up with Chris to talk about his current role at Bidco Africa, a place he once served as a non-executive director since 2009 and now he is back after he resigned from Kenya Airways in February.

What is involved in your role as the sales and marketing director for Bidco Africa?

My role is to position Bidco strategically both in the current and new markets we seek to go into, in line with our growth and expansion plan. I also ensure that we deliver high quality products to the customer and meet them at their points of needs through our very established route to market plan. As a lead of the marketing team, we also create and build brands which enhance customer loyalty over time through the experience they get while interacting with our products.

Bidco believes in the future of Africa, kindly explain more because at a personal level, you believe in promoting Africa to the world?

Having been born and bred in Africa, I have passion in Buy Africa, Build Africa. As a person, I believe in the potential for Africa and living the spirit.

Africa has the capability to produce high quality products and at Bidco Africa, we explore the full value chain in agriculture by our strong belief in the soil-to-pan philosophy. This is through the thousands of farmers we have contracted across the country to grow oil seeds offering a guaranteed market at competitive price.

Apart from just manufacturing, we believe in building and marketing brands to the African consumer.

One thing that is striking about the determination and energy at Bidco is that when we are trying to build something, what matters to us is who wants it most; and that is our ultimate consumer.

Through our focus and efforts on establishing high quality brands, we remain competitive and are able to fight with global brands that have set foot in this market. The beauty of it is that through our homegrown brands, the consumer is able to experience a product that is built around their expectations and meets them at their points of need. This is our success story; Being able to supply our quality brands in up to 20 countries, reaffirming our belief in the future of Africa.

“Africa will build the future,” said Mark Zuckerberg, when he visited Kenya in 2016.

What does the existing competition look like for Bidco Africa? What are some of the initiatives in place that positions you across the region?

Fast Moving Consumer Goods (FMCG) industry is extremely competitive since some of the players we have are very well established multinationals. In recent years, we have seen more companies set foot in this market and therefore the competition can only get stiffer.

However, there are so many strategies and tactics to win in the industry. Bidco is a giant in Africa with very unique and differentiated branding and marketing strategy that positions us and connects us to the African consumer in a special way.

We believe in getting into initiatives such as mutual partnerships, both global and African, which contribute to the greatness of the people of Africa.

We do not take market research lightly, we go all out to find out what it is that the consumer is asking for and is looking to meet. We are then able to meet their needs appropriately.

Bidco is also a lean and Kaizen-practicing organization. We believe and invest in innovation on our journey of continuous improvement.

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