Tiger Brands appoints new Chief Marketing Officer, opens culinary hub
Lorraine De Graaff named Chief Marketing & Strategy Officer effective 1 March 2026
SOUTH AFRICA – Tiger Brands announced the appointment of Lorraine De Graaff as Chief Marketing & Strategy Officer, with the role effective from 1 March 2026.
De Graaff joined Tiger Brands in 2019 as Marketing Director for the Bakeries Business Unit and has led initiatives across marketing, strategy, and commercial operations.
During her time in the Bakeries unit, De Graaff oversaw team development and operational execution, managing projects across multiple market segments.
Her previous roles include senior marketing positions at Whirlpool EMEA, SC Johnson, Kimberly-Clark, Novartis, Beiersdorf SA, and Robertson’s Homecare, with over 20 years of experience across South Africa, Africa, Europe, and the Middle East.
In a separate development, Tiger Brands opened a new head office for its Culinary Business Unit in Boksburg, Gauteng, named the Culinary Hub.
The Culinary Hub, located near the company’s production facilities for brands including KOO, All Gold, and Cross & Blackwell, is designed to enhance team coordination and operational efficiency.
The facility aims to support cross-functional collaboration, accelerate decision-making, and strengthen the company’s ability to respond to consumer needs.
Tiger Brands stated that the space is intended to improve product quality, accessibility, and value while aligning with the company’s long-term operational objectives.
In December 2025, the company unveiled an updated corporate brand identity 25 years after changing its name from Tiger Oats.
The corporate purpose was revised to “cultivate and nourish lives, every day and every tomorrow,” reflecting an emphasis on outcomes across its value chain.
The redesigned logo retains the traditional tiger emblem and red-and-black colour palette while adopting geometric and abstract shapes inspired by production and distribution processes.
Werna Oberholzer, director of corporate affairs and sustainability, said the new design represents both the company’s history and its forward-looking approach.
Tiger Brands collaborated with Design Bridge and Partners for the identity update, incorporating employee feedback and acknowledging the brand’s cultural significance in the region.
The refreshed strategy emphasizes making food and daily essentials more accessible and affordable through agriculture, logistics, and household products.
Mathew Weiss, managing director at Design Bridge and Partners, said the visual refresh aims to align employees with the company’s stated purpose and operational goals.
The updated brand language uses “cultivate” to indicate active contribution to sustainable outcomes and “every tomorrow” to signal a commitment to long-term impact.
The corporate identity refresh coincides with improved financial performance, demonstrating progress in Tiger Brands’ ongoing turnaround plan.
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