Try that this is not a share that is subject to most of the factors of the rest of the markets, like global credit, currency fluctuations, price of gold, etc. Its a predominantly cash type business, with a target market being an emerging middle class population which is always growing in this country. It didn't collapse during the credit crises because it wasn't much exposed, so don't expect it to jump in leaps and bounds on the recovery thereof either. It sells mosly local product, so its not likely to hissy-fit when the rand weakens or strengthens much either. Nice and steady, low risk, low reward. As long as it beats inflation in the long run. And as Simon says ... lol ... people will always need to buy basic foods, no matter how poor they get.