Always having an interest in this line, Jimmy studied catering management in 1979. But after qualifying he decided that his recipe for success lay in catering equipment and the designing aspect that goes with it.

Just give Jimmy the four walls of a premises and he's happy do the rest in consultation with the client: the layout of the room, design and then bringing the catering tools in and the company's ready for action.

Good.

If a recipe is good, it's bound to be passed around, and this exactly what happens to the services offered by African Caterers.

Jimmy is keen to use the print media to help pass the word around and all equipment supplied bears the company's logo and contact details for all to see. And this means a lot of equipment is doing the talking for African Caterers as Jimmy supplies countrywide as well as across the South African border.

All equipment is under guarantee and in the event where something goes wrong, it's a matter of urgency to Jimmy to honour the guarantee and sort the problem within 24-hours.

Three decades of experience in a line where you can't afford flops, is what keeps customers coming back for more self raising service from African Caterers.

Getting the mix just right means continuous on-the-job training, which will enable staff to climb the ladder within the company.

New products will continue to break into the market and this means knowing the product, being familiar with the company's catalogue and spec sheets. Extensive knowledge in this line enables reps to answer any questions thrown at them about African Caterers ingredients on offer.

Market related.

Jimmy has a close working relationship with his staff and they are able to discuss any aspects of the work and sort out any hiccups with his open door policy.

Set targets, regular staff get together and annual bonuses is what gets the staff up and out there, mixing with prospective clients and selling off a winning combination.

In place.

Any changes to a first class recipe must be considered carefully, which is how Jimmy is approaching BEE and looking at how best to implement it into his concern and will soon be rated by the Chamber of Commerce & Industry (East Rand)

“I want to be number one in five years,” is Jimmy's immediate goal. He explains that when he started out in the catering industry, there were 15 competitors, today there are 600 of which, he says, 90% are fly by nights.

With these statistics it shows that African Caterers has stood the test of time, and will continue to do so.

African Caterers' wide range of clientele is what Jimmy regards as a major achievement.

“Each one is special,” he adds referring to the local shop on the corner as well as the Pick ‘n Pays, Checkers and Holiday Inns.

Should misfortune strike, like when a cake flops when someone opens the oven door, African Caterers will be operational almost immediately. They

Experience a peak turnover during the festive seasons.

Products are exported to neighbouring states, but Jimmy would like to extend this to the overseas market.

This, he predicts, will be possible when the company manufacturers the products themselves.

“Then we will be competitive enough to take the products overseas,” explains Jimmy.

Children's homes are the main beneficiaries as are soup kitchens to which Jimmy gladly opens his doors.

Other than being number one, Jimmy aims to be in a position to bring even better products onto the market. This is very possible with his experience in the manufacturing line.