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AJ Products Natal was founded in 1989 by Ghulam Sabir Jaffer and Sulaiman Ahmed Jaffer as manufacturers of Icing and Castor sugar to the independent retail market in Durban and surrounding areas.Proudly manufactured and licensed to pack under the Cake's Pride brand.The company was run and operated by Mumtaz Jaffer.Thereafter Mr Will Moodley was employed to service the business for many years. In 1994 Sulaiman Ahmed Jaffer became the sole member on the CC and ran the business with his wife. They secured all possible opportunities to supply some of the major retailers in Kzn which happened to be national retail chains viz

As time progressed the business flourised and was accompained by their children, Ahmed Jaffer, Shubnum Jaffer and daughter in law, Salma Jaffer. Towards the end of 2013 and an identity change and brand change was undertaken. The company proudly rebranded Cake's Pride to Cake's choice hence Cake's Pride was terminated Around this time Ahmed Jaffer was handed the reigns and became the operational head of the company. The company also endeavoured to become the largest supplier of bulk icing and castor sugar to the industrial sector packing a 25kg bulk pack for consumption in that sector.

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