Super Cereals specialises in marketing niche products as authorised representatives of different manufacturers in South Africa and various other parts of the world, under exclusive distribution marketing arrangements. Super Cereals provides technical know-how to the manufacturing industries on one hand, and to the end-customers such as feed mills, feed lots producing ruminant and monogastric rations on the other. The concept was born in 1994/1995 when the South African economy opened.

The current management of Super Cereals was responsible for establishing trade routes between South Africa and the west African diaspora, as well as East African regions. The concept was further enhanced to help and revive some of the agri-processing industries within South Africa by providing working capital, technical know-how and expertise on sourcing plant and equipment.

The business continued under various entities, such as Chanrai SA (Pty) Ltd (part of the 150 nation multi-national group), Grindrod (the largest shipping company in Africa) and Hakan DMCC (the largest Agri-trading business in Dubai Multi Commodities Centre) before being acquired by the private equity group Afri Global Ltd.