Latest News - 2012

Proudly SA shows the country that local is still lekker!

Consumers are becoming increasingly aware of the value attached to spending their money on locally manufactured products and services. And if the voices of shoppers in Mpumalanga, Cape Town, KZN and Soweto (Gauteng) are anything to go by, it's neither difficult nor significantly more expensive to "buy local".

The year-long Proudly South African "buy local" road show kicked off in White River and Nelspruit in Mpumalanga, in early May. Small business owners and entrepreneurs were able to attend a business forum, free of charge, to learn more about the government's efforts to promote local procurement (through the Local Procurement Accord); efforts by the Department of Trade and Industry to assist small business owners; how ordinary shopper can easily assist in stimulating the local economy and how South Africans can help to create jobs through their daily spending habits.

capeShoppers at the Cape Gate Mall, in Cape Town and the Gateway Mall, in Umhlanga Rocks in KZN, were equally intrigued with the "buy local to create jobs" message at the heart of the road show. The campaign doesn't talk at or lecture shoppers, but is designed to reach consumers on their turf in a fun and informative way.

In proudly South African style, the message is packaged in music, dance and edutainment. And because "the proof is always in the eating of the pudding", local traders and manufacturers are given space to exhibit their products and services to shoppers while engaging with them directly.

The Proudly SA campaign has also had the opportunity to dispel a general sbuperception among shoppers, that local products are "far more expensive than the imported ones". A quick peek into shopping bags and trolleys illustrated over and over again how easy it is for ordinary South Africans to indeed "buy local to create jobs". It's as easy as buying Rama Margarine, Omo Washing Powder or Mantelli's Biscuits. This exercise was executed rather entertainingly and most professionally by 94.5 Kfm's Ryan O'Connor and performer extraordinaire, choreographer, musician and actor, Somizi Mhlongo, and his troupe of popular Kwaito dancers, The Stunners. Shoppers at the Maponya Mall in Soweto were equally entertained and informed about buying local, bu popular South African DJ and media personality, DJ Sbu.

The shoppers and crowds of curious bystanders are now more than likely going to check products in future for the Proudly South African logo or the "Made in South Africa" label.

The five member dance crew, The Stunners, who gained fame as the inaugural winners of the popular TV talent show "Step Up or Step Out", also had shoppers gasping with delight over their dance moves as they showcased the newly choreographed "Proudly South African Makoya Mzansi Dance".

The Stunners certainly live up to their name and have the ability and agility to stop shoppers in their tracks and elicit smiles whether they perform the dance to the rhythms of popular kwaito music or to the beat of popular Afrikaans songs such as "Loslappie". Either way, the Stunners stun the crowds with just as much ease and energy in proudly South African style.

In Soweto, a troupe of dancers from mall activation company, Zinto, also had shoppers enthralled while they learnt more about why local is still "lekker".

The road show, which runs under the theme "Be Proudly South African – Buy Local to Create Jobs" will travel the lengths and breadths of the country till March next year. Armed with music, dance, edutainment and exhibitors, the Proudly SA campaign aims to ignite a new appreciation for local products and services. South African shoppers will likely walk away with more than just prizes and goodie bags – and realise that local is still "lekker" when it comes to variety, price, quality and the safety of home grown products.



Proudly SA seeks to strongly influence procurement in public and private sectors, to increase local production and stimulate job creation. This is in line with government's plans to revive the economy so that 5 million jobs can be created and unemployment can be decreased to 15% over the next 10 years under the New Growth Path.

The Proudly SA Campaign fits hand-in-glove with the broader national developmental agenda and the recently signed Local Procurement Accord.
The Accord is a pact that seeks to boost local industry and create more jobs through localised procurement. It was signed in October 2011 by government, business, labour unions and community bodies. These role players have committed themselves to increasing the number of goods and services bought locally to 75%.

For further information, contact:
Gillian de Gouveia
PR Manager: Proudly SA
Cell: 082 410 1195




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