Unitrade Earns Large Business of the Year Award

On October 19th, Unitrade Management Group celebrated a significant milestone when it was named Large Business of the Year by the South African Portuguese Chamber of Commerce (SAPCC) during the Absa Business Excellence Awards. Jad Pereira, Unitrade’s CEO and founder, accepted the award at the Emerald Resort and Casino, joined by 45 of his team members.

Despite being the one on stage, Pereira insists the honor belongs to the entire team.

”We really believe in servant leadership. We really believe in building each other up. The missions and visions we have are not just words on our wall. They are our motivation,” he said.

This recognition not only reflects Unitrade’s business success but also highlights its dedication to community-building, innovation, and leadership. Keep reading to learn more about Pereira and Unitrade, IGA's South African partner. 

Unitrade CEO and Founder Jad Pereira accepts the Large Business of the Year award.

From a Dream for Community to Large Business of the Year

Unitrade’s journey began in 2001 with a small group of 24 independent grocers. Over two decades, it has transformed into a thriving buying group, now supporting 450 stores and 50,000 employees across South Africa.

For Pereira, Unitrade’s foundation wasn’t merely an entrepreneurial pursuit—it was a calling. After starting his career with one of South Africa’s first buying groups, Pereira witnessed firsthand how acquisitions by larger corporations, including Walmart, shifted the focus away from independent retailers. Feeling disconnected from the new direction, he took a year off to focus on his passions and higher education.

This period of reflection led him to a bold vision: creating a buying group that would empower local entrepreneurs and foster sustainable business practices.

“We’re very community-driven,” Pereira explained. “We never behave like a group; we only behave like a community.”

Today, while Unitrade has grown in size and influence, it remains true to Pereira's original vision of supporting independent grocers by leveraging buying power and providing the tools necessary to thrive.

The Unitrade team celebrates at the Absa Business Excellence Awards.

Overcoming Challenges to Achieve Success

Operating in a country as diverse as South Africa brings unique challenges. With 11 official languages and 45 dialects spoken across its regions, Unitrade needed to adapt its operations to meet the distinct needs of its communities.

Unitrade’s success lies in its ability to stay hyper-local. By sourcing products both locally and internationally, the group ensures its stores can offer a wide array of items that resonate with their customer bases.

“The brand itself doesn’t really bring [the community] in,” Pereira emphasized. “It's what you do in the store that brings the community.”

From hosting culturally relevant events to stocking regionally beloved products, Unitrade has built a strong connection with the people it serves. This approach reiterates that success starts with understanding and responding to the needs of your community.

The Power of Partnerships

About a decade ago, Unitrade partnered with IGA to enhance its impact. For Pereira, this collaboration has been transformational.

“IGA is a tremendous help in terms of education, access to data, information about the latest retail trends, and more,” he shared. “They helped take us to a completely different level where we were better able to focus on our mission.”

IGA’s resources have allowed Unitrade to streamline its operations and improve customer engagement, even in a complex environment like South Africa.

However, as Pereira points out, not all solutions translate perfectly across markets. Recognizing the need for localized training and education, Unitrade has embarked on an ambitious initiative: creating an academy to better serve its workforce.

Building an Academy for Real-World Needs

In South Africa, many workers come from varied educational backgrounds, which can pose challenges for traditional training programs.

“What works in a first-world country doesn’t necessarily work in a third-world environment,” Pereira explained. “With 11 official languages and 45 different dialects, we now have to translate [resources] into those languages.”

To address these barriers, Unitrade is developing an academy that prioritizes inclusivity and practicality. By tailoring content to different linguistic and cultural contexts, the academy aims to empower employees at all levels with the skills they need to succeed.

This effort reflects a broader lesson for IGA retailers: investing in your team is one of the most powerful ways to build a resilient, high-performing business.

Lessons Learned

Unitrade’s journey offers valuable insights for retailers looking to enhance their operations and community impact.

• Embrace servant leadership: A strong team culture starts with leadership that prioritizes empowerment, accountability, and collaboration.
• Focus on local needs: Customize your offerings to reflect the unique preferences and values of your community.
• Leverage IGA’s resources: Take advantage of IGA’s education, data, and global insights to inform your strategy and drive growth.
• Invest in workforce development: Tailored training programs can bridge gaps in education and prepare employees for success.

A Future Built on Innovation and Community

Looking ahead, Unitrade remains committed to innovation and community impact. In a country facing challenges like food insecurity and economic inequality, Pereira and his team see their role as more than just retailers — they are catalysts for change.

Through its servant leadership model, Unitrade continues to demonstrate how independent grocers can thrive in even the most complex environments.

For Pereira, the recognition as Large Business of the Year is both a celebration of past achievements and a call to action for the future.

“We’re proud of how far we’ve come,” he said, “but there’s still so much more we can do.”

As Unitrade looks toward its next chapter, its unwavering commitment to community, collaboration, and excellence serves as an inspiration — not just for IGA retailers in South Africa but for independent grocers everywhere.