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What can we do to boost the South African initiative in 2010?June this year marks the beginning of one of the biggest sporting events to grace South Africa’s shores. All over the country, business owners, entrepreneurs and even the average Joe can be seen hovering over books, delegating and making investments as they gear up for what some are calling one of the most financially lucrative years to be recorded in the country.
This is an opportune time for South Africans to help promote the Proudly South African (PSA) label to gain critical publicity and get international visitors talking.
We can show them just how great our products and services can be, and prove that we can offer goods of the highest quality. Ultimately, these products will become sought after during the 2010 Fifa Soccer World Cup and will continue to be spoken about when the event is over and everyone has gone back to their respective country.
Pride in South Africa starts with the people of this country. The PSA campaign was started initially to turn every economic choice – from groceries to multimillion-rand tenders – into something positive for South Africa as a whole, in return building a better nation.
More than being merely a country-of-origin label, the symbol represents a benchmark in quality, local content, fair labour practice and environmental soundness.
The message to consumers is this: if you believe in your country and want to help make South Africa work, one way of doing this is to look actively for the logo when you are shopping, and support companies, products and services that are proudly South African.
“By doing that you are helping to create jobs, and thus helping to fight crime and poverty,” says Martin Feinstein, chief executive of Proudly South African.
“We can create between five and 22 jobs for every R1 million spent on local rather than imported products. That does not sound like a lot, but if you multiply it by millions of consumers and take it across all sectors of the economy, it is clear that we can create thousands and thousands of jobs,” he adds.
Feinstein believes buying South African products reduces crime, which attracts more investment and investor confidence.
The PSA label represents products manufactured by workers who are treated fairly and responsibly, and work in good conditions. “Similarly, we want to endorse products produced in a way that is not detrimental to the environment.
“Thus, if someone buys a product under this label, they are not only paying for quality or contributing to our local economy, but they are also applauding companies for their social responsibility,” he says.
However, if any member companies slip below the minimum standards, it is vital that rivals and consumers inform PSA . “If anyone has a complaint about a product that carries the symbol, we will pursue that in the interests of maintaining a world-class standard for South African products,” says Feinstein.
He further pointed out that PSA “is not just for business but for everybody”.
“Schools, sports clubs, municipalities, or any organisation can join if it supports the principles of the campaign. It is, fundamentally, a loyalty programme but a loyalty programme with 42 million members.
“If we aim to maintain a global advantage, we must push the envelope now, when South Africa is to be hosting one of the world’s most important events and welcoming in thousands of future investors,” adds Feinstein.
In celebration of 60 years of publishing in South Africa, Reader’s Digest South Africa featured 60 reasons that make South Africa so unique. The following stand out in particular:
• Everything Nelson. At last count, 91 streets all over the world are named after former president Nelson Mandela. At 295 metres, the Nelson Mandela Bridge in Johannesburg is the largest cable-stayed bridge in southern Africa. Madiba has been honoured in many ways, with everything from spiders to nuclear particles, universities and scholarships bearing his name.
• The Cradle of Mankind is a World Heritage Site with fossils dating back millions of years. Other World Heritage Sites include Robben Island and Mapungubwe National Park.
• Best stitchwork. The entrance to South African Parliament is given warmth and character thanks to a 120-metre Keiskamma Tapestry, the work of 100 previously unemployed women.
• Best bush. Rooibos is a uniquely South African tea now exported all over the world.
• Best high jumps. The Bloukrans Bridge is the world’s third highest bungee jump.
• Best park. The Kruger National Park covers nearly two million hectares.
• Best big hole. Kimberley’s Big Hole has yielded 2 722kg of diamonds.
• Best caves. At three kilometres, the Cango Caves are the longest cave sequence in the world.
• Best trees. Johannesburg, once a grassland with only a few scattered shrubs, is now an urban forest with an estimated 4.8 million trees.
• Best beasts. The big seven? Elephant, lion, buffalo, leopard, rhino, the Southern Right Whale and the great white shark.
Staff writer
