
About Big Five Foods
Big Five Foods: Redefining Africa’s Future with SDG-Driven Innovation
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Who We Are
At Big Five Foods™, headquartered in KwaZulu Natal, South Africa, we are not just feeding people; we’re redefining Africa’s future with a Kingdom-driven, scalable, tech-enabled solution. Inspired by the strength and resilience of Africa’s iconic Big Five animals—lion, leopard, rhinoceros, elephant, and buffalo—our name reflects our bold commitment to tackling hunger and malnutrition. Led by Dr. Craig Muller, with over 25 years of expertise in fast-moving consumer goods (FMCG), we deliver innovative, nutrient-rich products like fortified porridges, soya minces, soups, and one-pot meals that empower communities and foster sustainable growth.
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Our Ethos: “BIG Impact” & “FIVE’s Grace”
Rooted in South African heritage, our ethos combines abundant love with divine grace:
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BIG Impact: We deliver "BIG" love, exceptional value, vibrant flavours, profound impact, and far-reaching presence, empowering thousands across Africa.
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FIVE’s Grace: Inspired by Biblical symbolism, the number "FIVE" reflects God’s grace and provision, ensuring equitable access to nutrient-rich produce for all.
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Together, Big Five Foods™ unites God's principles to nourish humanity, creating a legacy of love, grace, sustainability and empowerment.
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Our Vision
We envision a hunger-free Africa where every individual has access to affordable, nutritious food, enabling thriving communities through sustainable and innovative solutions.
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Our Mission
Our mission is to combat malnutrition and food insecurity by providing high-quality, affordable food products while fostering leadership development and sustainable practices to empower communities.
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Our Values
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Innovation: Pioneering cutting-edge food solutions and technologies.
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Empowerment: Building self-sufficient communities through nutrition, leadership, and empowerment.
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Transparency: Ensuring ethical operations with open supply chains.
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Sustainability: Committing to eco-friendly practices for long-term impact.
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Excellence: Delivering superior quality in products and services.
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Our Approach
We prioritise South Africa, addressing local food insecurity with products like fortified porridges and soya minces, which are better (>50%) and cheaper (>70%) than market leaders. Our expansion strategy targets neighbouring countries next, followed by broader Sub-Saharan Africa, leveraging partnerships with "like-minded" people, NGOs, and organisations. Through our SupplierAdvisor® blockchain system, we ensure ethical and efficient supply chains, enhancing scalability and transparency across our operations.
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Addressing SDG Goals
SDG 2: Zero Hunger
In South Africa, one in four people goes hungry, and across Africa, over 250 million face hunger, with 90 million children under five underweight. Big Five Foods™ provides fortified porridges that are better (>185% more nutrition than leading products!) in nutritional impact. Our lean, AI-driven supply chains reduce food costs by >70%, ensuring equitable access to nutritious food. Big Five Foods™ feeds Africa with nutritious affordable food.
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SDG 4: Quality Education
Hunger hinders education, with 148 million African children under five stunted, affecting cognitive development. BFF’s school feeding initiatives and training modules on sustainable agriculture, food safety, entrepreneurship, and leadership (doctoral research) increase school attendance in food-insecure communities, empowering future leaders.
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SDG 1: Zero Poverty
​In South Africa, 55% of the population lives below the poverty line, and across Sub-Saharan Africa, over 400 million people face extreme poverty. Big Five Foods™ tackles this by creating sustainable economic opportunities through our container shop model, generating 20 jobs per container—ranging from sales to stock management—for local micro-franchisees. By providing affordable, nutrient-rich meal packs, we reduce household food costs, enabling families to redirect savings toward education and other essentials, while empowering entrepreneurs with a scalable income stream, lifting communities out of poverty.
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Join Our Journey
Big Five Foods™ is more than a business—it’s a movement to address Africa’s food security and education crises. Partner with us to accelerate this transformation.






The objective of Big Five Foods is to accelerate food security in Africa: “…give a man a fish.”
Dr. Craig Muller
7.9 million people face severe daily hunger, driving health issues, economic stagnation, and social unrest.
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15 million people go to bed hungry, impacting 27% of the population and causing malnutrition in millions of children.
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32% of the population are unemployed, leaving many unable to afford food.


The objective of Super-Cube® is to accelerate leadership development in Africa: “…teach a man to fish.”
Dr. Craig Muller
81% of Grade 4 learners in South Africa cannot read for meaning, hindering academic progress (PIRLS, 2023).
59% or 650,000 of Grade 9 learners in South Africa do not proficient in numeracy. (StatsSA, 2024).​


In partnership with leading organisations, Big Five Foods uses co-branded containers to distribute affordable, nutrient-rich food, addressing food insecurity and fostering community empowerment across Africa.
Approximately 25-30% of South Africa’s population is employed, based on an estimated 16.409 million employed out of a 64.7 million population, with an unemployment rate of 32.9% within the labour force.
South Africa’s poverty rate stood at 63% in 2023 (upper-middle-income poverty line), with little progress toward halving poverty since 2015. High unemployment, inequality, and reliance on social grants underscore the challenges in eradicating poverty by 2030