A reflection of the past and evolution into the future – The Balfours Brand

Date & Time

Friday 6th September 2019
12.00pm – 2.00pm



46 Exchange Place
 Adelaide SA 5000


AMI Member – $90
Non Member – $100

Certified Practicing Marketers can register
Professional Maintenance Points at this event. 

Inviting Senior Marketers, CMO’s, Directors and Executives to attend the Senior Marketers Lunch.


The Balfours Story

Balfours is Australia’s oldest bakery, tracing its history back to 1853 when Scottish baker James Calder and his wife Margret Balfour arrived in Adelaide. Since its foundation, the Balfours business has lived through prosperous times, depressions, insolvency, two world wars, mergers, demergers, inter-generational takeovers and buyouts. Yet in spite of this, Balfours lives on today, demonstrating the value and importance of brand.

Join us for an exploration of the Balfours history and find out how brand purpose was effectively “baked” into the Balfours DNA from its very early beginnings. Plus, learn how Balfours is adapting to changing consumer demand and preparing itself for the future.


A 3 course meal and 2 hour premium drinks package at Pranzo – specialising in Italian inspired and locally sourced produce.

Entrée (sharing)
Antipasto platters chef’s selection of house made delicacies ciabatta & olive oil
Calamari Fritti green leaves salad aioli
Main (sharing)
Mushroom Risotto truffle, leek, confit garlic shallots
Beef sautéed spinach red wine jus
Pranzo Salad cherry tomato cucumber baby spinach basil parmesan emulsion
Potatoes rosemary salt
Cheese plate a selection of local cheese & condiments
Raspberry & chocolate brownie double cream

Espresso coffee & tea infusion


Erik de Roos

Chief Marketing Officer
San Remo

A former ad-man, Erik de Roos is the Chief Marketing Officer for San Remo where he’s responsible for leading a diverse portfolio of FMCG brands, including San Remo, Fantastic Snacks and Balfours Bakery. Prior to this, he worked in renowned advertising agencies such as cummins&partners and Clemenger BBDO, where he was the lead account manager for brands like Jacob’s Creek, The Ghan, St Hallett Wines, Rundle Mall, Transitions Optical and the Motor Accident Commission of South Australia. During this time, he helped develop the strategy and produce some of the State’s most iconic – and most awarded – advertising campaigns.

In his current role as CMO, Erik strives to balance the fundamentals of marketing strategy and marketing science with the art of simplicity and creativity. What’s more, Erik is driven by the belief that the common denominator in marketing management and leadership is people: in order to be truly successful at either of them, you need to have a natural passion for understanding and influencing human behaviour.

During his time at San Remo, Erik has helped transform the marketing department to one that better suits the needs of the business and has invested in growing the business’ in-house creative capabilities. He was also instrumental in San Remo winning Product of the Year 2019 for its innovative Pulse Pasta, the first South Australian business to be awarded this accolade.

Originally hailing from the Netherlands, Erik’s Dutch characteristics shine through in his personality and management approach, with honesty, openness, collaboration and egalitarianism central to all he does.

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