“We are integrated and engage with the whole value chain. SASKO on its own is deeply rooted in farming and wheat production,” he said.
Howard acknowledged the complexities of maintaining consistency in the product, considering wheat quality varied from region to region, throughout the year.
“Even wheat within South Africa is not homogenous; different regions produce wheat with unique characteristics. One of the skills of the miller is to understand these variations and to blend the wheat to ensure a consistent product.
“Whether it’s Argentinian wheat, Australian wheat, or wheat from the Black Sea, we have to ensure that the final grist meets our quality standards.”
New loaves
Nomsa Khanyile, marketing director at SASKO, said that the new loaves were a result of a culmination of years of dedication.
“Today was an exciting day for us because it represents a lot of hard work. At SASKO, we believe that care is a doing word. It’s about looking through our entire value chain and seeing how we can improve things for our people, from the farmers who grow the wheat to our bakers and delivery teams,” said Khanyile.
Khanyile explained that SASKO’s ability to mill its own flour provided it with a significant advantage to ensure product quality.
“For us to create a better-tasting, softer loaf, we need the right ingredients. Milling our own flour means we have control over its specifications and can refine our processes accordingly.”
The Betterest
According to Khanyile, the inspiration behind the name for the loaf, Betterest, came from consumer feedback.
“We spent time listening to our customers, and they told us they loved our bread. The term ‘Betterest’ was actually inspired by a child, which felt fitting because it’s such a South African thing, to create a word when you can’t quite express a feeling,” she said.
