Businessuite Top 100 Caribbean Player
Together Seprod and A.S. Bryden, with combined annual revenues projected to be in excess of US$500 million could position Seprod into the Top 10 of the Businessuite 2022 Top 100 Caribbean Companies by US$ Revenue.
With revenues of US$264M, Seprod was positioned at #16 for 2021, behind such giants as Massy Holdings Limited at #1 with $1,775M, GraceKennedy Limited at #3 with $809M, and Jamaica Broilers Group Limited at #11 with $390M. To move into the top 10 for 2022 A.S. Bryden will have to contribute at least US$250M, which gives some indication of the kind of revenues the privately held company generates.
Single Operating Caribbean Brand
With Richard Pandohie serving as interim Group Chief Executive Officer of A.S. Bryden he will be well positioned with all the pieces in front of him to shape this new regional entity, operating in his vision of a Single Domestic Market.
Operating under one regional Seprod brand has to be a major part of the game plan going forward.
Given the long history and operation of A.S. Bryden, this will not be an easy or over night move. This will have to be done with careful consideration to local sentiments.
In this regard Richard Pandohie, will want to look and maybe learn from how the rebranding of the Neal and Massy Group of Companies to Massy Group was recently executed.
According to Massy Group CEO Gervase Warner this was not easy but the conglomerate’s vision for the future required that the brand be overhauled. He said the decision was difficult because over the past nine decades Neal and Massy became a household name, not only in T&T, but the Caribbean and parts of Central America.
“We wanted to make sure that whatever we came up with represented growth–businesses that worked and grow together. We also wanted prosperity, good economic, as well as community prosperity to be incorporated in this process and of course, we wanted it to be representative of the Caribbean basin. We wanted it to be a brand that people would look at and say this thing looks friendly, warm and everything Caribbean. So, we did that. We started to search for different names that would embody the manifesto that we put out before. After all the brainstorming, we just kept coming back to Massy. Massy was a strong name. People already abbreviate Neal and Massy to Massy. They are going Massy. They (are) taking their car Massy. Massy is a strong name, a name that translates well on the Latin American market that we would go into. Mass is more, si is yes. You want more? Yes! So, we went with Massy.” he said.
Management Shakeup
According to the release A.S. Bryden will continue to operate as an independent, standalone company and its subsidiaries: A.S. Bryden & Sons (Trinidad) Limited, Bryden pi Limited, and F.T. Farfan Limited, will continue to be managed by their existing executive teams.
However, many expect that over time Pandohie will start to move into place management who can help him realise his vison. Seprod has a track-record of supporting and motivating high-performing management teams and has demonstrated a keen understanding of local markets.
Speaking on the landmark regional transaction, outgoing A.S. Bryden Chairman, Ian Fitzwilliam stated that Seprod shares many of A.S. Bryden’s core values, and that he was confident that Seprod will maintain A.S. Bryden’s culture and identity and build on their proud history by investing in their people and businesses.
For his part Seprod Chairman, P.B. Scott, commented that “A.S. Bryden is an exceptional business run by outstanding people. We are privileged to be the stewards of A.S. Bryden’s heritage and to have the opportunity to work with its talented leadership team. I am excited about our ability to join forces and better serve our employees, customers and distribution partners at Seprod and A.S. Bryden.”
If Richard Pandohie is to create and realise his vision of a Single Domestic Market he may have to cherry pick from this, discarding with dispassion what does not fit.
Subject to regulatory approvals and other customary closing conditions, the transaction is expected to be completed by May 31, 2022.