World Grain - March 2015 - 32

FEATURE: SUSTAINED GROWTH

although local capacity utilization is
about 50%. Four companies control the
ket. Honeywell is among the market
leaders and together with others, including Flour Mills of Nigeria Plc, controls
Honeywell's current capacity utilization
hovers between 75% and 80%.
"The focus is to continue to be a key
player in the industry and increase our
market share. Also, to compete at all levels and in all markets with the required
capacity to achieve this using state-ofthe-art equipment," Jaiyeola said. "The
strategic direction remains focused on
providing high range of quality products
for the complete satisfaction of our valued customers."
IDEAL LOCATION
Locating the company's milling assets
on Tin Can Island in Lagos' industrial
port area has enabled the company to re"The location of our facilities within the
Nigerian Ports Industrial Estate offers
some savings in our wheat discharge operation cost. This location saves us the
trauma of hauling such large quantities of
wheat in mobile silos to a location outside
the port," Jaiyeola said. "The risk of delays, incessant stock-out and stock-loss in
transit is thereby avoided. "We are able to
effect prompt discharge of wheat grains
through a network of discharge facilities,"
Jaiyeola said. The company's major raw
material is discharged using its bulk ship
unloader, which was supplied by VIGAN
of Nivelles, Belgium. The wheat is dischared and conveyed by overhead belts into
the company's grain silos.

to the Nigerian market and consumers.

meal, pasta and noodles. This began
with an outsourced milling program.
"In April 1993, the company entered
into a contract-milling arrangement with
-

contract milling arrangement was a strategic move aimed at launching the brand
ket ahead of mill construction and installation of Honeywell's own factory. The
brand immediately gained wide acceptIt was this initial success that
touched off the capacity expansion
program in the early 1990s and the
product introductions that accompanied them. Today, all of the company's
brands are rated in the top three of
their different categories with respect
to market share, top-of-mind awareness and consumer usage."
Following the outsourcing program,
Flour and Honeywell Brown Flour were
launched into the market as products
made at Honeywell's facility and since
have carved a niche with consistent superior quality.

Honeywell Semolina is a wheat-based
ball food that is easy to prepare, smooth
to eat and enjoyed with any kind of
soup. Ball food is staple food in many
countries in Africa and the Caribbean.
Called fufu and sakora by some, it is

of it can be dipped into an accompanying soup or sauce. "The brand has set
new quality standards for semolina,
which it has maintained since introduction, and this is evident in its continued
demand and preference by consumers.
The brand packaging is distinct and
stands out on shelves," Jaiyeola said.
Honeywell Wheat Meal (a whole
the market in 2009. "At that time, the
category was largely underdeveloped
and not popular. The company has continued to invest in heavy marketing and
sales support to develop and grow the
category and make it acceptable to all
consumer types," Jaiyeola said. "The
brand goes well with any soup, is easy
to prepare, hygienically packed and a
more healthy way to enjoy ball food. It
is good for everyone irrespective of social status. The brand packaging is distinct and stands out on shelves."
Honeywell Pasta is produced by the

wants its wheat to meet. "Our company
mills hard wheat that is high in protein
(minimum 12.5%) and has a high gluten index," Jaiyeola said. "The wheat is
sourced mainly from the United States.
FROM OUTSOURCING
TO MARKET LEADER
Today, Honeywell Flour Mills produces and sells a wide range of products
32

Honeywell decided to utilize Sirius plansifters in its newest mill.
March 2015 / World Grain / www.World-Grain.com

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World Grain - March 2015

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