Media Media Releases BRINGING ROOIBOS TO LIFE
| BRINGING ROOIBOS TO LIFE |
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29 July 2009 The South African Rooibos Council (SARC), on behalf of its members, has launched its first generic marketing campaign geared towards communicating all the uses and benefits of this uniquely South African plant, as well as research results and developments within the industry. The marketing campaign, titled Rooibos for Life, marks the first time that the industry, consisting of producers, manufacturers, local marketers and exporters, is jointly embarking on a campaign that involves multiple stakeholders. The marketing campaign will stretch into two prime markets – South Africa, which has always been and still is the largest market for Rooibos, and Germany, a strategic trade partner as the largest importer. “It is certainly a very exciting period for the Rooibos industry. Rooibos – a completely pure and natural product – fits perfectly into today’s more health conscious lifestyle. We are positive that this campaign will help to further increase the awareness and consumption of Rooibos worldwide,” says SARC Chairman Martin Bergh. Over and above the industry’s multi-million rand investment into marketing campaigns, The Rooibos Council has also set up task teams and funds an extensive production research program, research into the health benefits of Rooibos, its biodiversity initiative, transformation activities, intellectual property right issues, and more. Researchers from South Africa are collaborating with various international research partners, comprising of several research groups and universities in countries like Norway, China and America. The Western Cape Department of Economic Development and Tourism is supporting the industry by providing capacity building and grant funding for specific projects. The Department's intervention in the industry includes, but is not limited to, developing strategic plans, registration of trademarks to protect Rooibos’ intellectual property rights for South Africa, and transformation. “The Rooibos industry is uniquely based in the Western and Northern Cape and its products have a good reputation in both domestic and foreign markets because of the health properties associated with the products. The nature of this industry supports the industrial policy thrust of promoting increased value-addition for niche products and provides increased job opportunities for Historically Disadvantaged Individuals. The industry contributes to the regional economic growth by increasing small enterprise development via community based cooperatives, increased foreign exchange earnings and improved job creation opportunities for low skilled people, due to the labour intensive technologies employed at primary production,” says Goodwell Dingaan of the Western Cape Department of Economic Development and Tourism. The marketing campaign will consist of editorial campaigns, advertorials, special events, promotions, and more. The SARC appointed Eclipse Public Relations to develop and implement the Rooibos for Life campaign in South Africa. “We are privileged to be part of such a broad-reaching campaign, with its roots deeply entrenched in South African heritage,” says Jacki McEwen, Eclipse Public Relations Business Development Manager. The Rooibos Council, along with its marketing agencies, appeals to the media and the public to support the campaign and what it aims to achieve. Rooibos, which only grows in the Cape Province of South Africa (making us the sole producer worldwide), is indeed a very special plant and a one of a kind, South African resource. “It is our hope that through the Rooibos for Life campaign, South Africans will be educated about the unique plant that is indigenous to their home soil, spread the word, and enjoy a few cups every day,” says Donnée MacDougall, SARC Marketing Director. Find out more about the history and health properties of Rooibos at www.sarooibos.org.za |
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