Bell's South African distributor, PES, prepares for 2010 FIFA Soccer World Cup

As excitement builds for the 2010 FIFA Soccer World Cup, held for the first time on African soil, host country South Africa is gearing up for what organizers predict will be one of South Africa's most defining moments.

As memorable as the release of Nelson Mandela from prison and the country's first democratic election in 1994, the month-long World Cup will be a time for South Africans to celebrate and "show the world who we really are 16 years into our democracy," Dr. Danny Jordaan, the chief executive of World Cup organizing committee, told South Africans at a 50-day countdown celebration in late April.

"We must remember that a huge part of the success of the World Cup relies on how all South Africans host the world this year," he said. An estimated 500,000 visitors are expected to attend the 64 matches played at 10 venues throughout South Africa, while millions more will watch the games broadcast globally on television.

South Africa's hospitality industry is calling the 2010 World Cup "one of the biggest tourist booms South Africa has ever seen." Businesses throughout the country are preparing for the influx of soccer enthusiasts, and among them is Bell's distributor in South Africa, Pathogen and Environmental Solutions (PES).

PES Focuses on Non-Toxic Product Line
In the forefront of a drive to deliver higher-than-ever standards of public health protection, PES has been working with key pest control service companies across South Africa, such as Rentokil, Ecolab and Pest Control Specialists, to deliver Bell's quality products to fight against rodent infestations.

"There's an enormous amount of attention focused on the hospitality and related industries around the World Cup," noted PES Director, Wouter Hillebrand. "Our customers recognize the need for brands, such as TOMCAT and JAGUAR BLOX and PROTECTA LP Bait Stations, that they can trust when delivering comprehensive rodent control services to the various venues."

PES has been actively raising the profile of non-toxic rodent control options directly to hotels, restaurants and other related industries. In March, Hillebrand and his brother, Reon, hosted a booth at Hostex Cape 2010, South Africa's International & Catering exhibition in Cape Town, to ensure that key stakeholders in the hospitality industry were aware of appropriate non-toxic control options.

"We received a fantastic response from attendees," he reported. "General attitude to pest control leading up to the World Cup is very positive and obviously there is a tremendous focus on hygiene and pest control during this time for hospitality establishments." Bell's non-toxic products, such as TRAPPER Glue Boards, TRAPPER T-Rex Snap Traps and PROVOKE Rat and Mouse Attractants, piqued the interest of businesses.

"We've seen amazing growth in that part of the product offering and believe there is a lot more scope for growth," Hillebrand added. With the introduction of PROTECTA Sidekick Bait Station as a tool when placing TRAPPER T-Rex Rat Snap Traps, PES's monthly sales of the bait station have been brisk while sales of the rat trap doubled.

Likewise, sales of PROVOKE Rat and Mouse Attractants used in the snap traps have skyrocketed by 200 percent, TRAPPER 24/7 Multiple Catch Mouse Traps have increased by 50 percent, and glue traps are up by about 20 percent. Reon Hillebrand, attributes some of this increase to marketing related to the World Cup, but added, "There is a general trend based on international food safety protocols to reduce the usage of more traditional poison-based treatments in food facilities."

A Great Partner for Bell in South Africa
To keep up with growth, PES, now celebrating its first anniversary with Bell, employs six staff members and maintains regional offices/distribution centers in or near World Cup venues - Johannesburg, Pietermaritzburg (Natal) and Cape Town.

"Due to the geographical nature of South Africa, it's important from a service/supply point of view to be on the client's doorstep," Hillebrand pointed out. Rupert Broome, Bell's Business Manager for Europe, the Middle East, Africa and Asia, said PES has proved to be a great partner for Bell in South Africa. "Their dedication and comprehensive knowledge of the Bell range and the changing needs of the market have been key to being able to deliver the high level of support and advice our customers need in the run up to the World Cup 2010," Broome noted.

When World Cup matches begin in June, Broome feels, "It is with a sense of pride that PES and Bell will watch the games, knowing that Bell products will have played an important supporting role in the success of the tournament."