Daybreak Management rebrand to Daybreak Food, aims to shift corporate identity

SOUTH AFRICA – Daybreak Foods, previously known as Afgri Poultry, has officially completed its name change and transition, solidifying its corporate presence in the competitive poultry market.

Under the leadership of newly-appointed chief executive Richard Manzini, Daybreak Management has successfully rebranded itself as Daybreak Foods after completing the necessary registration processes with the Companies and Intellectual Property Commision (CIPC).

Expressing enthusiasm about the company’s rebranding, CEO Richard Manzini stated, “We are excited to embark on this new chapter as Daybreak Foods. This name change symbolizes our dedication to advancing our corporate identity while remaining steadfast in our commitment to excellence and integrity.“

This strategic move signifies the company’s commitment to establishing a distinct corporate identity and enhancing its visibility in the industry.

The decision to change the company’s name was approved by the board of directors and shareholders in March 2024.

According to a press release, the adoption of the name Daybreak Foods aligns with the company’s vision to strengthen its position in the market and enhance competitiveness. 

Embracing this new identity is the first step towards the company’s aim to align itself with leading players in the industry and pave the way for continued growth and innovation.

Emphasizing its dedication to ethical corporate practices, Daybreak pledges to uphold its commitment to delivering high-quality poultry products while prioritizing the well-being of its employees.

According to the company, operational excellence in production facilities and transparent communication with stakeholders remain key priorities amidst this transformative phase.

 Along with the rebranding came the appointment of four individuals as non-executive directors – the list of appointees include Dr. Charlottee Nkuna, Bojane Segooa, Esethu Dazana, and Kgampi Bapela. 

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