#OnShelf: Work with your customers to grow your brand

by Louise Burgers. This week it’s all about brands supporting communities and capturing the spirit of communities.

Paper grocery bag recycling initiative

Under a new campaign name, “Recycling in the Bag”, Fibre Circle, the producer responsibility organisation for the paper sector, teamed up with food service and packaging producer Detpak and Remade Recycling (part of the Mpact Group), to show 200 recycling collectors that paper grocery bags and brown take-away food bags can be collected from households and sold with their wastepaper collections. The circular waste economy is a thriving network of collectors, buyers and processors, using recyclables such as wastepaper to make new products. Every year, more than 1.1 million tonnes of paper and paper packaging are recovered in South Africa and recycled into new products that we use every day. These products can then be recycled again, in many cases up to 25 times. Paper recycling is largely based on different grades of paper. In industry speak, cardboard boxes are termed K4, while used white office paper is termed as HL1 (heavy letter 1). Cereal boxes, egg cartons and other similar paper items are deemed common mixed waste (CMW). Samantha Choles, Fibre Circle communications manager, explains, “Old cardboard boxes and paper bags will be repulped into other paper types – these will become new cardboard boxes and paper bags, and so the cycle continues.” Used white paper is recycled into tissue products such as toilet paper; while several paper grades are recycled into common household packaging such as matchboxes, toothpaste boxes and cereal boxes. At Remade Recycling’s Midrand branch, small groups of collectors were invited to a discussion and demonstration by Anele Sololo, manager for education and SMME development at Fibre Circle.

Magic of ekasi in a bottle

Crosse & Blackwell has launched three sauces that capture the As’gaule spirit of ekasi for today’s generation. “In our drive to re-imagine food for a new generation, we have launched Crosse & Blackwell Kasi Magic, a range of flavoured sauces with a Mzanzi twist for a generation that is busy making the future happen, yet still wants a connection with home,” says Edna Maphita, Tiger Brands culinary marketing director. “Kasi Magic embodies the spirit of ekasi, a blend of unique flavours that come together to transform an ordinary moment into a magical occasion where we all celebrate together – the spirit we call As’gaule.” Kasi Magic has been launched in three flavours: Cheese, Hot & Spicy and Jalapeño & Cheese, in an affordable 330g squeeze bottle. It is available from all major retailers at a recommended selling price of R24.99.

Pandora supports UNICEF work

Through Charms for Change, Pandora is supporting UNICEF’s work across the world to reach more than 10 million children and young people with opportunities to learn, express themselves and find work in the future. Pandora has introduced its new limited edition Lightbulb dangle, glow-in-the-dark charm, designed to represent a brighter future and to celebrate the potential of every young person worldwide – 15€ from each charm sold is donated to UNICEF. Through Charms for Change and other initiatives, Pandora and its fans have so far donated $6.2 million for UNICEF which has contributed to UNICEF reaching 17 million girls and boys to date with their educational and life skills initiatives. The latest Double Dangle Charm retails for 59€ and is available worldwide at online and in selected stores, from April 7 – July 7, 2022.

CAMPAIGN: PNA donates R1 million to help Young Cancer Patients

For the third consecutive year, South African retailer PNA, with the support of customers, has raised funds for CHOC Childhood Cancer Foundation South Africa, through the CHOC Flip Flop Day initiative. PNA stores sell Flip Flop Day stickers for R10, and all proceeds go towards ensuring that paediatric cancer patients and their families receive comprehensive support and care. This year, R1 million was raised by PNA for the non-profit organisation. CHOC Childhood Cancer Foundation South Africa provides free, comprehensive support to families of children with cancer and life-threatening blood disorders. It has cared for thousands of vulnerable and sick children for over 40 years. To operate, the charity relies heavily on corporate sponsorships and public donations. CHOC CEO, Hedley Lewis, says, “The impact this generous donation will have on all the families we serve will be immeasurable. It will allow us to continue to take care of even more sick children in need of our many support services. We could not have done this without the help of our retail partners, like PNA, all of whom have a real vision and passion to make a real difference.”

Main image credit: Pixabay.com.

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.

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