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The Costa business, of which African Blue is a key part, is founded on the principles of People First, a character and values-based program that is driven by passion and performance.

We know we can only be as successful as our people. We strive for integrity and honesty in ourselves and seek out these qualities in our partners and employees.


By valuing and rewarding character, we’re ensuring the sustainability, development and profitable growth of our business.


Our values are:


  • We have the energy and enthusiasm to challenge the status quo.


  • We act decisively and urgently.


  • We focus on outcomes and deliver on commitments.


  • We act boldly in an open, honest and responsible manner.


  • We treat others as we expect to be treated in attitude, communication and personal safety.

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