The Lucky Star division is engaged mainly in fishing for inshore pelagic species (pilchard and anchovy) and in the production, marketing and distribution of fishmeal and branded canned fish products, particularly pilchards under the Lucky Star label in Southern Africa. Lucky Star also produces quality pet food under the Lucky Pet brand.
Canned pilchards are marketed under the pre-eminent Lucky Star brand that commands a major share of the Southern African market. The brand has a wide distribution throughout Africa and is well known in many world markets.
Lucky Star owns and manages a versatile fleet (including joint ventures) of six steel, ten wooden and two fibreglass vessels that operate from four ports. The canneries it operates are located at St Helena Bay, Hout Bay and at Walvis Bay in Namibia. Lucky Star has management responsibility for the Oceana joint venture cannery in Velddrift. Lucky Star sources fish from the Oceana fleet, joint venture partners and contract vessels for its canneries.
Lucky Star has a proud and proven track record in the South African retail industry which it has built up over the last 56 years.
Lucky Star is the market leader within the canned fish sectors in which it operates. Consumer research shows that the Lucky Star brand is a South African icon, trusted for its great taste and consistent quality, offering the consumer value for money and convenience. Lucky Star consistently features in the Top 10 in the TNS/Sunday Times most loved brands in South Africa. All Lucky Star products are high in protein and Omega-3. Pilchard, sardines, middle-cut and tuna are endorsed by Diabetes SA. These products have also all been approved as part of the SA Heart and Stroke Foundation’s eating plan, which promotes healthy eating and a healthy lifestyle, as they meet the following criteria:
Lower in saturated fats
Lower in salt
Lower in cholesterol