Eskort, the iconic South African pork brand, has quietly accelerated its retail expansion, adding four new stores across the country by the end of last year and bringing its total to 30 outlets nationwide. The food processing company, best known for its antibiotic-free bacon, sausages, and Viennas, is betting that direct-to-consumer retail could be a major growth engine in the years ahead.
For Eskort, expanding into retail is not just about selling more products; it’s about offering an entire brand experience. Speaking to BR, marketing director Marcelle Pienaar highlighted that Eskort’s retail journey began as early as 1951, with the first store near its Estcourt manufacturing facility in KwaZulu-Natal, followed by a second outlet in Heidelberg during the 1970s.
While most of the stores are company-owned, a few are run by franchisees. The latest expansion included Eskort’s first store in the Western Cape, opening a key new regional market for the brand.
Pienaar emphasized that Eskort’s retail strategy is carefully crafted to complement, not compete with, traditional retailers that already stock Eskort products. Site selection is done with precision to ensure the stores cater to a diverse customer base, balancing the needs of both high- and low-income shoppers.
Inside Eskort stores, shoppers find a vastly expanded range compared to typical supermarket shelves. While consumers may recognize about 40 Eskort-branded products in regular stores, Eskort outlets offer over 300 products — many born from in-house innovations by their food technologists and recipe developers. Fresh cuts, braai-focused selections, premium pork options, and ready-to-eat convenience meals have all contributed to repeat business and a growing customer base.
Convenience hampers have also proven popular, particularly among small and medium-sized enterprises looking for value and variety.
Pork remains a staple for Eskort, but Pienaar noted a broader market opportunity. Pork currently ranks fourth among meat proteins consumed in South Africa after chicken, beef, and lamb. However, in Europe and Asia, pork leads as the primary protein source, suggesting untapped potential in the local market for Eskort to grow further.
With plans for continued expansion, Eskort is blending tradition and innovation, aiming to secure a bigger slice of South Africa’s evolving food retail landscape.