L.V.M (MAURITIUS) LTD
was the big winner of the SME Excellence Award 2019 for its impressive journey moving from a micro-enterprise to a medium-sized enterprise from 2004 to 2019. It specializes in the production of crisps and other snacks with different flavors, including the famous Miss Croq. Located in the heart of the village of La Laura, this local business was founded and operates under the direction of Danny Chan, a 50-year-old entrepreneur living in Quatre-Bornes.
15 years ago, this young entrepreneur decided to embark on the production of Mauritian snacks even though he was well aware that the sector is dominated by known international brands.
It is true that when it launched LVM Mauritius Ltd in 2004 with products marketed under the brand name Pluie Dorée, the company produced sev, moulkou, cheese sticks and peas. In this sector, its competitors are local.
But this choice to produce Mauritian snacks has, over the years, been part of LVM’s DNA, as evidenced by the latest product launched a few months ago, the May Frir (fried corn) of the range Korne Gajak.
“I am very proud of this product because it is typically Mauritian. The different flavors are pima-li-mon, kari masala and fromaz” Danny said.
He pushes the reflection further and says to himself that the time has come to highlight all that represents Mauritius.
“When a tourist tastes May Frir, the flavors will remind him of his experience in Mauritius. I think it’s time to incorporate our pride and everything that makes Mauritius into the products we make here, “said the businessman.
In 2007, the business was transferred to another, more spacious building, at La Laura. Danny says he rented a 5,000 square foot building and took the opportunity to expand his business. He then began by investing in automated machines, thus enabling him to embark on industrial production. “I went to China and bought my first machines, which allowed me to produce chips. This is how Miss Croq chips came to the local market. Miss Croq is our flagship product. It took us a year to put it in place, because we also had to offer modern packaging that would attract customers. Over the course of my career, I have come to realize that customers are more attracted to beautiful packaging than to the product itself. Mauritians tend to believe that imported products are of better quality and taste better than local products. So in addition to the quality of our products, we also had to consider the packaging to give our product the look of a foreign product. We are working with a European supplier for the production of chips. He makes them according to our recipe and our demand, ”says our interlocutor.
Thanks to Miss Croq chips, a local product with European standards, Danny was able to integrate supermarkets and supermarkets, and began to enjoy the success.