So Cool Juice Co. — Company Description

Section 2 · Business Plan

Company Description

2.1 Legal Structure & Registration

So Cool Juice Co. Manufacturing (Pty) Ltd is registered as a private company under the Companies Act 71 of 2008 in South Africa. The company is domiciled in the Western Cape and holds all necessary regulatory approvals for food and beverage manufacturing, including compliance with the Foodstuffs, Cosmetics and Disinfectants Act (Act 54 of 1972), the Agricultural Product Standards Act (Act 119 of 1990), and the regulations of the Department of Agriculture, Land Reform and Rural Development (DALRRD).

2.2 Vision Statement

To become Southern Africa’s most trusted and innovative fruit juice brand, recognised for exceptional taste, nutritional integrity, and sustainable sourcing practices.

2.3 Mission Statement

To harness South Africa’s world-class fruit resources to create premium, health-enhancing juice products that nourish consumers, support local farming communities, and deliver outstanding returns to stakeholders.

2.4 Core Values

Value	Description
Purity	No artificial flavours, colours, or preservatives. Every product reflects the natural goodness of South African fruit.
Sustainability	Responsible sourcing from BEE-compliant farms, water-efficient processing, and recyclable packaging across all product lines.
Innovation	Continuous development of functional beverages, novel flavour combinations, and advanced cold-chain technologies.
Community	So Cool—"I am because we are." Investment in farming communities, skills development, and youth nutrition programmes.
Excellence	FSSC 22000-certified production, rigorous quality control, and world-class food safety standards from Day 1.

2.5 Business Objectives

Short-Term (Year 1–2)

Establish HACCP/FSSC 22000-certified manufacturing facility with 6 million litre annual capacity.
Achieve retail listings with at least three of the Big 5 supermarket groups (Shoprite, Pick n Pay, Woolworths, Spar, Checkers).
Launch minimum viable product range of 8–12 SKUs across 100% juice, nectar, and cold-pressed segments.
Reach 60% capacity utilisation and generate positive EBITDA within 12 months of commercial production.

Medium-Term (Year 3–4)

Achieve 90%+ capacity utilisation and initiate Phase 2 expansion to 12 million litres.
Launch dedicated e-commerce platform and Takealot marketplace presence for DTC sales.
Enter food service channel supplying restaurants, hotels, hospitals, and corporate catering companies.
Commence SADC export operations targeting Namibia, Botswana, and Mozambique.

Long-Term (Year 5+)

Achieve revenue of ZAR 168 million with net profit margins exceeding 22%.
Expand product portfolio to include plant-based milks, smoothies, and functional wellness shots.
Evaluate strategic options including PE partnership, trade sale to a major FMCG group, or JSE listing.

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