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About  Us

More than a sales and merchandising agency

About Us

We are a Regional (Western Cape), Sales and Merchandising agent; operating in the FMCG (Fast Moving Consumer Goods) market. We specialise in retail, wholesale and independent outlets.

We ensure optimum levels of products on shelves, 24/7/365 days of the year, achieving our Suppliers’ monthly and annual sales targets. We have a dedicated team of employees who work in a well-established company which values longevity and invests in its people. Our commitment to upholding the company values have ensured continued profit, the proceeds of which is shared with our people.

Let's get to work!

Our History

how we got here

  • 2003

    The  Beginning

    Jay Utton and Karl Schultz were introduced to each other by Gavin Cherrington 
    (Managing Director of PFM) to pursue a relationship in the FMCG sector. 

    Front Row Brands was founded with only 8 staff members.

  • 2005

    The next step

    Front Row Brands was growing well and was offered to buy Coast & Country Sales.

    We took over 30 team members and continued trading as Coast and Country Sales,
    which was a household name in the Western Cape FMCG market.

  • 2006

    Partner with PenBev

    We started a dedicated division for Peninsula Beverages.

  • 2011

    Joining Forces

    North & South joined Coast & Country Sales, and we employed an additional 30 team members.

  • 2017

    Growing Together

    Coast & Country Sales bought Agency 2000 Plus (owned by Dennis Parsons), trading as CMS Sales Agency.

    Dennis Parsons joined us as an Accounts Manager, and continues to work with us to this day, 
    adding value and knowledge to the business

  • 2020

    The Pandemic

    During the pandemic, Coast & Country Sales was very well-positioned to supply team members to the trade and cover 98% of the stores permanently, which allowed the business and its suppliers to benefit from the structure, producing record sales.

  • 2022

    Fresh Approach

    Coast & Country Sales bought MDSRS Sales Agency, a perishable agency that had been in existence for over 30 years in the Western Cape. We were then able to create a dedicated perishable structure.

  • 2024

    Today

    Today, Coast & Country Sales employs over 800 people in the Western Cape with three
    dedicated divisions and is an ASAP World member.

Our most valued resource

our people

Our commitment to the growth and development of our staff has ensured long lasting relationships with our Suppliers and Customers.

    • Jay Utton

      Managing Director

    • Karl Schultz

      Operations Director

    • Tania Roycroft

      General Manager

    • Dennis Parsons

      Accounts Manager

    • Shane Cross

      Accounts Manager

    • Ashton White

      Accounts Manager

    • Divan Visser

      Operations Manager

    • Nazli Ismail

      Business Support Manager

    • Ferial Isaacs

      Admin / Office Manager

    • Ashley Wood

      Financial Manager

    • Wajdi Basadien

      Area Manager

    • Shaun Henry

      Training Manager

    • Russel Hendricks

      Area Manager

    • Matthew Matodes

      Area Manager

    • Ronald Timmie

      Area Manager

    • Imran van der Schyff

      Franchise Channel Manager

    • Fidelia Freeman

      HR Manager

    • Lezil Daniels

      HR Administrator

    • Puleng Mapanya

      HR Administrator

    • Angelique Peterson

      Payroll Manager

    • Anastasia de Monk

      GM Operational assistant

    • Wesley Dawson

      Business Support Assistant

    • Layla Julisen

      Operations Co-Ordinator

    • Tatum Van der Linde

      Orders/Sales/Operations Co-Ordinator

    • Micheala Stevens

      Operations Co-Ordinator

    • Mellissa Green

      Operations Co-Ordinator

    • Bronwyn Behr

      Operations Co-Ordinator

    • Alicia Wyngaard

      Reception / Admin Support

Our Values

HART PACT

Our company values are the guiding principles which have enabled us to be in existence for over 20 years. Our HRT PACT values are a direct reflection of our why and our purpose: To help communities thrive, offering hope and opportunity, and to be a trusting and caring workplace, where we would love our children to work.

  • Honesty

    Living transparent authentic/genuine lives
    • We are true to ourselves and others, with no hidden agendas
    • We are truthful about the state of things, the good and the not so good
    • We share our thoughts and feelings freely with each other, asking for help when we need it
    • We are willing to have courageous conversations, even when it may be difficult to do so

  • Respect

    Seeing the humanness in each of us
    • We value our differences, be it our capabilities, our backgrounds, our beliefs or our personalities
    • We care, show love and compassion and extend forgiveness for all, not judging or labelling another
    • We model what it is to be respectful, with others wanting to be like us
    • We have an attitude of acceptance, not having to always agree

  • Trust

    Safe and supportive at ease with each other
    • We believe that what is said will be done and we do what we say we will do
    • We openly communicate, share ideas; knowing it is safe to do so
    • We ensure we are clear about our commitments
    • We believe in each other’s intents and positively act in the best interest of each other and the whole team

  • Passion

    A contagious enthusiasm that uplifts
    • We are positive and enthusiastic
    • We go the extra mile, often doing more than expected
    • We are selfless in our actions, having an unfaltering belief in each other’s motivations
    • We help each other be in our flow, healthy and in a role that suits us

  • Accountability

    Stewards of what has been entrusted to us
    • We take ownership of what we are doing, being answerable for our actions
    • We hold each other accountable, proactively giving feedback and open to our failures
    • We are clear about what we contract with each other, whether it be internally or externally
    • We don’t shift blame and seek solutions to challenges that come our way

  • Coaching

    Eager to learn and teach, being the best we can be
    • We guide, empower and uplift each other to be the best we can be in all of life
    • We invest the time in our own and each other’s lives to gain and share wisdom and knowledge
    • We are courageously patient with each other as we learn, stumble, get up and learn again
    • We get to know each other well, building each other’s confidence to each live our special uniqueness

  • Teamwork

    Working in harmony with others
    • We are unified and aligned in what we set out to achieve together
    • We stay calm under pressure and actively listen, valuing each other
    • We are appreciative and acknowledge one another
    • We support each other’s strengths and weaknesses, complementing each other

  • Honesty

    Living transparent authentic/genuine lives
    • We are true to ourselves and others, with no hidden agendas
    • We are truthful about the state of things, the good and the not so good
    • We share our thoughts and feelings freely with each other, asking for help when we need it
    • We are willing to have courageous conversations, even when it may be difficult to do so

  • Respect

    Seeing the humanness in each of us
    • We value our differences, be it our capabilities, our backgrounds, our beliefs or our personalities
    • We care, show love and compassion and extend forgiveness for all, not judging or labelling another
    • We model what it is to be respectful, with others wanting to be like us
    • We have an attitude of acceptance, not having to always agree

  • Trust

    Safe and supportive at ease with each other
    • We believe that what is said will be done and we do what we say we will do
    • We openly communicate, share ideas; knowing it is safe to do so
    • We ensure we are clear about our commitments
    • We believe in each other’s intents and positively act in the best interest of each other and the whole team

  • Passion

    A contagious enthusiasm that uplifts
    • We are positive and enthusiastic
    • We go the extra mile, often doing more than expected
    • We are selfless in our actions, having an unfaltering belief in each other’s motivations
    • We help each other be in our flow, healthy and in a role that suits us

  • Accountability

    Stewards of what has been entrusted to us
    • We take ownership of what we are doing, being answerable for our actions
    • We hold each other accountable, proactively giving feedback and open to our failures
    • We are clear about what we contract with each other, whether it be internally or externally
    • We don’t shift blame and seek solutions to challenges that come our way

  • Coaching

    Eager to learn and teach, being the best we can be
    • We guide, empower and uplift each other to be the best we can be in all of life
    • We invest the time in our own and each other’s lives to gain and share wisdom and knowledge
    • We are courageously patient with each other as we learn, stumble, get up and learn again
    • We get to know each other well, building each other’s confidence to each live our special uniqueness

  • Teamwork

    Working in harmony with others
    • We are unified and aligned in what we set out to achieve together
    • We stay calm under pressure and actively listen, valuing each other
    • We are appreciative and acknowledge one another
    • We support each other’s strengths and weaknesses, complementing each other

We can't wait to work with you!

Contact us

  • 5 Milner Rd, Maitland, Cape Town, 7700
  • +27 (0) 21 510 1281
  • info@coast-country.co.za