Batter Master, based in Alberton in Gauteng, produces an instant batter which is used to coat fish before it is fried. It has been a lifelong dream of Zuzie Van De Venter to become an entrepreneur....

Batter Master, based in Alberton in Gauteng, produces an instant batter which is used to coat fish before it is fried. It has been a lifelong dream of Zuzie Van De Venter to become an entrepreneur. So, after a 15-year career in the food industry, she and her husband bought Batter Master from a family friend in 2006. “At the time (in 2006) instant batter was a product that was not readily available in the South African market. We knew that it would help businesses save time and money, as well as aid with consistency throughout franchises or chains.” When they took over Batter Master, they only had the batter recipe and no clientele. “We started out by blending the ingredients for the instant batter in our garage at home which we turned into a small factory and began supplying small fish and chips shops until we started supplying batter to Shoprite and Checkers in Gauteng in 2013,” Zuzie continues. “We started supplying around three tons per month to Shoprite and Checkers in Gauteng. Today we supply 20 to 30 tons of batter a month to Shoprite and Checkers supermarkets across South Africa.” The batter is used to coat baby hake prior to frying it at the in-store deli’s. “Our relationship with the Shoprite Group has aided us to expand not only our staff complement but also our facilities and factory.” says Zuzie. The business growth has helped to accomplish her first and primary goal of aiding her staff and helping them to improve their quality of life.

- Discuss which phase of the industry life cycle Batter Master is in currently. Provide a reason for your answer.