WHEN THE IDEA OF exporting Swedish delicacies like the Västerbotten cheese to the South African market was born, there was no turning back.
- I simply called the Managing Director at Norrmejerier (the dairy plant that produces the cheese) that I’ve known for a long time, and asked if I could be their sales representative in South Africa, said Thomas Lindgren and laughs.
The answer was yes without a doubt. In the spring of 2007, Thomas Lindgren analysed the South African market seriously and thoroughly. He found out about customs regulations and such and in mid-September he left to pull the first strings and meet with potential distributors. During a little more than two weeks, he travelled to vineyards, grocery stores and restaurants and let everyone taste the Swedish cheese.
WHEN HE GOT A REQUEST FROM the Swedish embassy in South Africa to serve cheese in connection with the Linné anniversary, he said yes right away. The feedback was extremely positive - everybody loved it!
- I went back to Sweden on clouds and was exceedingly happy, says Thomas Lindgren. Boosted by the success at the Linné anniversary, he decided to proceed and establish a South African subsidiary to the Swedish parent company Kar-lin AB.
Thomas Lindgren (right) at the cheese festival The South African Cheese Festival in Franschhoek in April.
HOWEVER, PRETTY SOON he discovered that the South African bureaucracy is not the most flexible in the world and it took more than four months to set up the subsidiary.
- There were many papers to fill out for approval.
IN MARCH THIS YEAR, Thomas Lindgren sent the very first cheese to his three distributors Caterix – The Cheese Company, Kerson Food CC in Cape Town and La Marina Foods in Gauteng in South Africa.
THOMAS LINDGREN WORKED HARD during spring and participated in a number of fairs, anniversaries and VIP events to market his product, brand and to establish new contacts.
- Among other things, I was at the Swedish Embassy in Pretoria and served Västerbotten cheese. I visited a number of grocery stores and attended a large cheese fair with more then 30 000 visitors. Three weeks ago, Thomas served cheese at a VIP event at the Cape Town opera house in connection with a visit from the Norrland Opera.
THERE ARE MANY REASONS why he chose South Africa, but first and foremost it was the love of the country and the people that made him melt.
- I really love the country and all the people I have met. It is an incredibly beautiful and interesting country. Purchasing power among rich middle and upper class customers in South Africa is also significant.
Competition in South Africa is still weak; Thomas Lindgren has not experienced any so far.
- Not that many consider exporting to South Africa and there are a number of companies without representation here. I am treading new ground.
HIS DREAM IS TO ESTABLISH an umbrella organisation to export unique Swedish quality products abroad. The ambition is to gather small Swedish companies with no capital of their own, to expand in foreign markets under a common brand name - Cuisine of Sweden. Thomas Lindgren has already started to look at other African countries like Kenya, Tanzania and Angola.
- In Kenya, growth prospects look good and there is an interesting and lucrative future market. The middle and upper classes in Nairobi are growing, strengthening domestic purchasing power.
Emelie Ring