The Success of An Iconic Lucky Star Brand

Interview With Neville Brink, CEO at Oceana Group Limited

Lucky Star is a much-loved household name in the SADC region for the past 70 years, something that the Kasi Brand benchmarking survey confirmed, naming it the top township brand. Lucky Stars demand and consumer love is all about the taste of home. It has become part of everyday life.

Relative affordability compared to other proteins, ease of preparation (hot or cold) and its availability at almost every food store in the country makes it number one.

The fact that it’s shelf-stable so does not spoil when there’s load shedding has helped to recently enhance its popularity. We will continue to pursue our strategy to drive increased consumption for canned fish, by containing the shelf price increases as much as we can, to ensure food security for the millions of South Africans who rely on it as a healthy, affordable and loved canned pilchards brand.

In your view, what have been some of the noticeable trends in the fishing industry over the last few years?

More than ever countries and customers are demanding sustainable fishing practices. Oceana is an avid supporter of this trend and believes it is the only way to continue to feed the world and remain competitive. Catching sustainably is crucial to ensure a species can repopulate annually, which means using fishing practices that don’t catch or harm non-targeted species or other marine life. We also provide decent working conditions and pay for our sea-going employees.

The other big issue is climate change. It is rightly in the headlines a lot and there’s no doubt it’s altering marine dynamics. Whilst we are concerned, its impact isn’t universally negative and is yet to be full y understood. Some fish populations will benefit, and others will not. For example, the current moratorium on catching Peruvian anchovy benefits Oceana, gulf menhaden stocks enable us to meet some of the increased demand for fishmeal and fish oil. Oceana is as a provider of high-quality fishmeal and fish oil to the global aquaculture and animal feed sector, ongoing growth in these sectors has resulted in positive pricing globally.

How would you describe your leadership style?

I consider myself to be a performance driven leader, that encourages healthy debate and allows managers the freedom to make decisions. I always say you need to have the ability to make mistakes as the only way you grow and learn is to make a decision. Progress over precision. They know I have an open-door policy and any employee at any level is encouraged to share their ideas, concerns or just connect. Having spent most of my career in the fishing industry I consider myself well equipped to guide the organisation across all our operations. Whether it’s on the deck of a trawler, a pilchard cannery or in an Oceana boardroom.

I love what I’m doing and work for the passion of making a difference and positively impacting lives.

What have been some of your most memorable moments as CEO of Oceana?

After almost 35 years in the fishing industry, I was considering doing something different and travelling the world. Then in early 2022 the Oceana Board asked me to take on the role of CEO. It was an offer I simply could not refuse as the company needed stability and someone to guide employees through troubled times. I stayed because I believe in this business, its people and its resilience to last another 100 years.

I made a commitment to everyone at Oceana that, with their help, we’d continue to drive performance delivering value to all stakeholders. The interims were a vindication that this wasn’t just talk. We unequivocally proved that we were doing what we said we would.

Do You Have a Message of Inspiration for Our Readers?

Oceana is only as good as its people. We operate in three clear clusters. The Lucky Star canned food business, the USA and SA Fishmeal and Oil businesses and the Wild caught seafood businesses. They are diverse across geographies, markets, species, currencies and demographics. It only works because we have passionate committed people that enjoy what they do.

My message to everyone is, be true to your own values and live the Oceana values of Respect, Courage, Teamwork, Trust and Accountability. Together we are stronger and will continue to grow the Oceana brand.

Address: 7th Floor, Oceana House, 25 Jan Smuts Street Foreshore, Cape Town, 8001

Email Address investor.relations@oceana.co.za

Website: www.oceana.co.za