On Shelf
On Shelf

#OnShelf: Fit, fresh and sanitised

by Louise Burgers. The focus is firmly on health, fitness and safety during this time of Covid.

by Louise Burgers. The focus is firmly on health, fitness and safety during this time of Covid; as brands promote health and wellbeing; partner in fitness challenges; and bring in less invasive sanitising products.

Tru-Cape health and fitness challenge
Photo by Fitsum Admasu on Unsplash.

For the month of March, Tru-Cape Fruit Marketing teamed up with radio station, KFM 94.7, to promote health and fitness. Tru-Cape growers produce apples and pears sold throughout South Africa and in 105 countries around the globe. As eating fresh fruit and vegetables is a proven part of a healthy and immune-system boosting diet, Tru-Cape has focused its sponsorship efforts on healthy pursuits in which the whole family can participate. The Tru-Cape Fitness Challenge, in conjunction with radio KFM 94.7, runs until March 29. Runners, cyclists, spinners, swimmers, joggers or those just starting their fitness journey were invited to get involved by logging kilometres and calories burnt via a KFM link. Aside from the benefit of being healthier, there were weekly prizes. Tru-Cape’s marketing director Conrad Fick says the campaign, executed by content producers Recode Media, reached Tru-Cape’s primary target audience within KFM’s demographic.

A one of a ‘kind’ collection

Call It Spring (CIS) vegan shoe and accessory brand has launched its “Kind AF” campaign. This is Call It Spring’s most sustainable collection ever, with products made from recycled materials. All of CIS’s textile and handbag linings are now recycled. CIS products are made from hydro vegan leather, a water-based synthetic leather that swaps chemical solvents with water for a more sustainable process. Head of CIS, Nicola Argyros, says, “We believe in a bright tomorrow and we’re creating it today, together. We believe in people, our world has no borders, our dreams have no limits. We build, we connect, we share, we celebrate – realness, diversity, change, hope, love, happiness. Being kind is cool and we applaud our super cool customers for making kindness cool again. CIS’s new collection is kind to you and your crew, and of course to our planet. The future is super kind.”

Will ultraviolet tech change open spaces?

While we’ve been sprayed with all manner of sanitising chemicals for the past year, the harsh reality is that we still have many months to go until vaccines and ‘herd’ immunity will obviate the need for such health and safety protocols, in public spaces especially. FAR UVC Africa offers a wide range of new products that they claim are safe and autonomous for human beings. The technology can supply a myriad of occupied spaces with safe and continuous disinfecting that protects clients, employees, students and guests against any airborne and surface pathogens, including COVID-19. They allow for the continuous disinfection in larger areas such as manufacturing facilities, retail environments, reception areas; sanitising both surfaces and the air in a matter of minutes. Conrad Kullmann, MD at FAR UVC Africa, adds: “The best part is that there are no consumables to deal with, no refills, and no hassle. Filtered far-UVC sanitising light technology is a solution that works long-term and is cost-effective. Products are easy to use, continuous, and self-contained disinfectants that are incredibly environmentally friendly. Over time, we will go back to what we once knew as ‘normal’. However, we can get there at a much faster rate with new innovative ways of keeping spaces safe and sanitised.”


Main image credit: Photo by Rayia Soderberg on Unsplash.


Louise Burgers is the Publisher and Editor and Co-Founder of RetailingAfrica.com. She has spent over 20 years writing about the FMCG retailing, marketing, media and advertising industry in South Africa and on the African continent. She has specialised in local and Africa consumer trends and is a passionate Afro-optimist who believes it is Africa’s time to rise again and that the Africa Continental Free Trade Agreement (AfCFTA) will be a global gamechanger in the next decade.


– Receive the Retailing Africa newsletter every Wednesday • Subscribe here.