South Africa Edition 2

THE MARKET
South Africans are increasingly saluting their
local talent - actively looking for products and
services that display the Proudly South African
mark of quality whenever they make a purchase.
The distinctive mark of quality reminds consumers
that they are choosing a product that will help to
protect and create new jobs in their own country.
Proudly South African is a campaign to
promote local companies, organisations, products
and services that have a high level of quality and
local content, adhering to good labour practice
and environmental standards. By promoting
Proudly South African members’ products and
services to consumers, Proudly South African
encourages consumers to actively choose these
products.
Research conducted for the city of Portland
in the USA found that for every $100 spent at a
locally-owned business, $45 stayed in the local
economy, creating jobs and expanding the city’s
tax base. For every $100 spent at a national
chain or franchise store, only $14 remained in
the community (see www.portlandbuylocal.org).
Furthermore, businesses that are owned by people
from the community have been found to be more
sympathetic towards local causes because they
derive their competitiveness from servicing the
needs of their immediate community. Local
companies ensure that as a Proudly South African
nation we stand out from the crowd, attract
business and tourists and retain the vibrance that
our multicultural society offers.
ACHIEVEMENTS
More than 2,000 companies and organisations
have joined the Proudly South African campaign
since its inception in 2001, representing virtually
every industry and businesses of all sizes and
formats. The campaign not only seeks to raise
awareness of the quality of local products and
services, but to translate this into actual purchases
of locally-produced goods and services. Proudly
South African has moved from the initial focus
of generating general awareness into a second
phase which is more customer-demand driven
and includes a commitment to sound customer
relationship management within a sector-based
approach. The objective is to use the Proudly
South African brand to unlock business value and
opportunities for members.
consultants has enabled Proudly South African to
learn from the best.
THE PRODUCT
The Proudly South African ‘mark of quality’ is
the universal symbol of endorsement, the tick
signifying local content, quality and approval.
With its roots in the South African flag, the mark
of quality is versatile and can be used on all
promotional material. The mark of quality can be
seen on television, in magazines and on a growing
range of products.
Both the mark of quality and accompanying
phrase are protected by law (Prohibited Mark
and Merchandise Marks Act) and may only be
used by accredited members, to ensure that the
integrity of the brand is maintained.
The cost of membership is normally 0.1
percent of annual turnover. This applies only in
respect of those products which will carry the
mark of quality. The minimum fee is R500 and
the maximum fee is R500,000 (vat excluded,
capped). Non-business organizations (NGOs and
industry associations) pay a nominal fee.
Benefits to members include ongoing
advertising, promotion and consumer education
campaigns to encourage consumers in all market
segments to “buy South African” and to actively
look for the Proudly South African mark of quality.
The mark of quality provides member companies’
products with a distinct quality endorsement, and
encourages consumers to choose Proudly South
African-branded products. A wide range of
HISTORY
The decision to implement a “Buy South African”
campaign was taken at the Presidential Jobs Summit
in 1998. More than two years of international
research, planning and consultation resulted in
the Proudly South African campaign.
The National Economic, Development and Labour
Council (Nedlac) is responsible for monitoring the
campaign’s progress. Government, business, labour
and community organisations have all played a key
role in the establishment of the campaign and are
represented on the Proudly South African board
of directors.
Similar campaigns in other countries such
as Britain, the US, Australia, New Zealand
and Malaysia have proven effective in raising
the profile of locally-produced goods and
services. Research by international management