UK: South African table grape ethical promotion enters second year
The 2012 campaign focused on the ethical attributes of South Africa, as a main incentive for shoppers to purchase fruit from the country. This year’s promotional effort will develop the ethical trading messages, highlighting the vital role grape farming is playing in the social-economic development of the country.
The campaign website has been updated for the 2013 season, with information on the industry’s ethical and sustainability initiatives. Detailed case studies on individual farm workers and growers will also be available, illustrating the success of the projects.
A series of advertorial articles will appear in national newspaper supplements in March, focusing on the story of one of the table grape industry’s successful farm worker shareholders. A QR-code at the bottom of each article invites readers to scan to visit the website www.southafricantablegrapes.co.uk and find out more about ‘transformation’ in the table grape industry.
Grape businesses are among the frontrunners in the introduction of transformation projects, where previously disadvantaged groups of workers are now taking part in the management and part-ownership of farms across the industry. However, until now these projects have not been actively communicated outside of the trade to encourage shoppers to purchase of South African grapes.
Phil Bowes, transformation manager at SATI, said: “Ethically traded fruit is becoming increasingly important to shoppers, particularly in Europe. We implemented a successful campaign last year and we’re hoping to build on that this season.
“SATI is proud to support businesses within the industry which have embarked on worker shareholding initiatives. This type of initiative gives farm workers a shareholding in the business, providing them with stability and a better quality of life. We believe this is a key building block in creating a sustainable industry and we are aiming to inform UK consumers that buying South African fruit is a straightforward way to help support development in the country – and at no additional cost”.