ON THE SPOT:
Long4Life’s Brian Joffe talks about its Chill acquisition, shares and underlying value
Business Day asks Long4Life CEO Brian Joffe how Chill fits into this nascent consumer empire?
Long4Life’s lukewarm reception from the market has not noticeably changed with the news that it is to buy Western Cape drinks group Chill, in the second-biggest deal of its brief history since coming to market in April 2017. Business Day caught up with Long4Life CEO Brian Joffe earlier this week, asking, How does Chill fit into this nascent consumer empire? This business has got to a point where it needs, I suppose, a bigger daddy. They’ve got some very good brands they want to expand into the rest of SA where they aren’t. Obviously, there are costs in moving these products all over the place, so geography is quite an important reality in the distribution of these businesses. They’ve started to develop some export business where we think we can add some legs. Fitch & Leedes is the brand name that springs to mind but others aren’t really household names, are they? Well, it depends which household you’re talking to. If you take Gauteng, you probably wouldn’t have heard of Score, nor h...
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