SOUTH AFRICA – Libstar, one of the leading producer of consumer packaged goods (CPG) in South Africa has launched an additional par-baking facility at its bakery division, Amaro Foods, to expand production capacity.

The company said that the new state-of-the-art facility in Epping, Cape Town, aligns it with global market trends where artisanal baking products are part of the daily food culture and further strengthens its competitiveness.

Libstar said that the facility will also enable it to meet key client requirements as well as adapt to the changing consumer trends.     

The artisanal bakery facility will now produces a range of partially-baked goods which are shipped to Woolworths stores around the country to complete the baking process.

Tony Amaro, Chief Executive of Amaro Foods, says, “It is important to predict and quickly adapt to consumer trends, as well as utilise opportunities for new product development.

“Consumers looking for artisanal products will now be able to find these in their regular shops and some fast food outlets.”

With the new facility, the company seeks to tap into the projected growth in the convenience food industry in the country.

Tony maintains that par-bake is an economical way of offering freshly baked goods without the need for full in-house baking facilities. “The technique involves partially baking dough and then rapidly cooling it.

“The retailer then completes the process. It allows for the production of a range of fresh artisanal breads and rolls. One of the key benefits of par-bake is the reduction of waste.

“With fully baked goods, there is an expiration date which leads to waste and loss of income for retailers. However, par-bake allows retailers to better manage their stock and bake according to demand,” he explains.

The par-bake facility, one of 42 manufacturing plants owned by Libstar,  also taps into the global demand for healthier food alternatives by allowing for use of fewer ingredients, which is a healthier alternative to mass produced products.

Andries van Rensburg, Chief Executive of Libstar, says; “Libstar has a strategy of supplying innovative and value-added products to our customers and consumers.

“We focus on the low-cost manufacture of quality, innovative and value-added products for discerning consumers.

“These consumers have proven to be more resilient in the ever-weakening economy. In today’s competitive environment, it remains key to anticipate the needs of consumers to build loyalty to Libstar’s brands at the point of purchase and consumption.

“We continue to leverage our long-standing relationships with customers in the retail, wholesale, industrial and export channels to produce innovative products in partnership with them.”

 Established in 2005, Libstar has grown into a leading producer and marketer of quality products to South African and global markets and currently prides of a significant portfolio of more than 9 000 products.

The company has also grown its business through acquisition of small to medium-sized businesses and successfully stimulated their growth through provision of working capital and investment in infrastructure that builds manufacturing capability and capacity.