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.
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
