Who We Are

For more than 37 years, PFM has been a trusted name in the FMCG industry.

Tried and Trusted

PFM's Footprint

We proudly operate across the inland regions of Gauteng, Limpopo, Mpumalanga, and North West, while partnering with a national network of independently owned regional businesses.

Recognized as a leading regional agent, PFM combines local expertise with national reach. Our senior management team brings over 100 years of combined experience, giving us a unique advantage in building strong, lasting relationships with retailers, wholesalers, and buyers across South Africa.
Our reputation is built on reliability, trust, and our proven ability to deliver measurable results — both in-store and at buyer level.

Our Why

Our Mission

We exist to help communities thrive by creating hope and opportunity.
At PFM, we aim to be more than just a workplace — we strive to be a place where we would be proud for our children to work one day.

This vision is supported by our unwavering commitment to:

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Honesty

Always doing what is right.

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Ethical Conduct

Acting with integrity in every decision.

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Accountability

Taking ownership of our actions.

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Respect

Valuing people, diversity, and communities.

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Trust

Building partnerships grounded in reliability.

And driven by our team spirit:

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Passion

Loving what we do.

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Attitude

Bringing positivity and solutions.

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Coaching

Growing people and sharing knowledge.

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Teamwork

Achieving more together.

Our Charity & Community Work

PFM believes in giving back. Over the years, we’ve proudly supported local charities, community outreach programs, and youth initiatives. Our contributions include:

Education support

Providing resources for schools and learners.

Food security projects

Partnering with organizations to support families in need.

Youth development

Creating opportunities for growth and skills development.

Through financial support, volunteering, and product donations, we aim to make a lasting difference in the communities where we work and live.

Our Leadership Team

Gavin Cherrington

Managing Director

With over 30 years of industry experience, Gavin leads PFM with vision, resilience, and deep industry knowledge. His leadership has been instrumental in building strong retailer and supplier partnerships that define PFM’s reputation today.

Okkie Domoney

Sales Director

Bringing more than 30 years of expertise in FMCG sales, Okkie is a driver of growth and strategy. His ability to build customer relationships and lead successful sales teams ensures PFM consistently delivers results for our partners.

Thomas Schmitt

Operations Director

With 15 years of experience, Thomas is the engine behind PFM’s operational excellence. His focus on efficiency, process improvement, and innovation ensures seamless execution across regions.

Tim Lliffe

Head of Perishables

Tim’s 15 years of experience in the perishables sector allows PFM to excel in this critical category. His expertise ensures our partners’ products are positioned for maximum visibility and availability in-store.