Season to taste
Manufacturer takes on the big boys

The humble cheese flavoured maize nak has been with us for decades.

But, there are good naks, mediocre ones and horrid specimens available on the market.

Chances are that the better ones were flavoured by someone the likes of Ronel Venter.

Mediocrity is not something that Venter aspires to and she is adamant that her seasoning manufacturing concern will continue to only develop the best.

It is this drive and aspiration that saw Venter become a finalist for the 2010 Sanlam / Business Partners Medium Business Entrepreneur of the Year® award.

Highs and lows

Venter occupied a number of senior positions in the seasoning industry before venturing out on her own. Her first venture however did not last long and her partner bought out her shares in the concern.

"On the same day, I received some orders and decided to start another factory," she recalls smilingly.

Venter did not have a premises at the time and 'borrowed' a factory at night to mix her magic ingredients.

Over time, the business started to grow and she managed to secure a 600 m2 factory. It did not take long for Season to Season to outgrow this space as well and today it resides in 1800 m2 of prime industrial space in Northriding, Johannesburg.

Every month, the 32 staff members are able to produce approximately 180 tons of seasoning, powders, dips and soups.

Venter says that a big part of the growth is thanks to her business partner Anneke Potgieter, who joined the business in 2006 to focus on research and development. Season to Season has also received its ISO 2200 certification.

Know your place

Venter explains that there are a number of big international players in the seasoning and flavouring space. There are also a number of smaller South African firms of which Season to Season is one of the youngest.

But, this young upstart has caused a bit of a stir in the market by bagging clients the likes of Nando's, Woolworths, Simba and Willards.

Snack development is part science and part black art and Venter says it is extremely difficult to come up with the perfect recipe: "Sometimes it takes 200 samples until it tastes like something decent".

Venter adds that she deliberately decided to focus on the mid market segment as the lower and higher ends are extremely competitive.

In addition, she was not interested in simply chasing volumes and having to produce sub standard flavours: "We will never be able to make cheap flavours – it just goes against everything we stand for.

"I would rather sell less than sell something bad."

There are over 200 basic ingredients that are used during the research and development of a flavour. While the basis of a flavour involves bulk products with low input costs, the actual flavourants can quickly become very expensive.

As a result, one might be able to create a fantastic flavour or seasoning but it is worth its weight in gold. Venter explains that there are certain industry price standards that one has to work around.

Half of the business involves proactively creating flavours and trying to sell it to snack and food manufacturers. The other half revolves around firms inviting season manufacturers to come up with a recipe and bid for a contract.

Venter is the face of Season to Season and its chief flavour peddler.

"Initially, some clients liked what they tasted and others were probably just sorry for me," she says jokingly, adding that there is no substitute for knocking on doors. "You will usually sell one out of a hundred flavours."

As a result, she ensures that she spends most of her time keeping existing, large clients happy and the remainder seeking new customers.

Changing times

Venter says that she is content to focus on the savoury side of the industry as it suits them. That does not mean however that she is not looking for new product lines or avenues of growth.

Recently, Season to Season started manufacturing sauces as well and Venter hopes that this part of the business will grow.

But, she is weary of over gearing the business and has always relied on organic growth: "I don't like big loans or long spreadsheets," Venter simply says.

A case in point is the fact that Venter took over ordering and importing her raw ingredients from abroad. Not only did this save the business money by cutting out middlemen, but it also allows her to better manage volumes and production lines.

The company has come a long way in the last eight years and Venter obviously revels in its success. She smilingly recalls how, several years ago, her husband offered to pay her a salary if she would "simply stop". Her motto: never give up.