Sales focus key to sustainable B-BBEE drive

Is there a magical formula to send sales sky-high and achieve a lustrous B-BBEE scorecard rating all at once? No, there isn’t – but [dot]GOOD has a canny, realistic strategy that offers a bold new solution to achieve these goals.

South Africa’s leading for-good marketing agency, [dot]GOOD has developed a unique platform that enables its clients to increase market share and build their brand, whilst earning B-BBEE points and delivering a real Return on Investment (ROI).

Working in partnership with the Imvula Education Empowerment Fund (a 100% black-owned broad-based trust that facilitates the education of bright but underprivileged young people at the fund’s Maharishi Institute), [dot]GOOD has selected and trained a group of enthusiastic and dedicated students to participate in a long-term volume driving campaign to promote the full range of Tastic products and build long term relationships with its consumers. Tiger Brands and its range of Tastic products is the first company to take up this product offering and participate in [dot]GOOD’s innovative promotion.

“As with all our campaigns, the Maharishi students were given thorough training (including a cooking lesson) and we then selected the best performing individuals based on their results in a written test and a role play exercise. They also receive a weekly refresher to keep product information top of mind,” says Michael Baretta, managing director of [dot]GOOD.

This unprecedented collaboration between [dot]GOOD and the Imvula Education Empowerment Fund constitutes a virtuous circle in providing practical training by creating real-world experience for the students at the Maharishi Institute (acknowledged to be one of the world’s most innovative educational institutions). At the same time, it offers a sustainable and financially advantageous brand-building solution for Tiger Brands and their range of Tastic products.

“As a brand leader with a strong heritage and affinity to all South African households, Tastic is proud to be the first company to participate in such an innovative promotion,” says Chetan Rajput, Category Executive – Rice and Pasta. “A major factor in our involvement was the fact that it provides us with an opportunity to comply to B-BBEE requirements whilst reaching sales objectives. At the same time it helps to contribute to a more positive outlook for current and future Maharishi students. We also like the fact that we’re able to continue to build on-going relationships with our consumers at the point of purchase,” adds Rajput.

“In the spirit of the Maharishi Institute, [dot]GOOD have thought out-of-the-box with this partnership and are demonstrating how B-BBEE can be used to really do good whilst doing well,” said Maharishi Institute founder Taddy Blecher.

[dot]GOOD work exclusively with socially responsible or sustainable brands and not for profit organisations and specialise in campaigns that bridge the gap between the greater good and the bottom line.

“We are looking forward to solving many more clients’ business challenges with our customised solutions,” concludes Baretta. “Focusing on below-the-line / experiential marketing and public relations gives us the power to create a win-win without the spin.”

For more information about [dot]GOOD contact 011 447 0427 / or visit Join [dot]GOOD’s Facebook page at

Maharishi Institute student, Clementine Khumalo is all smiles as she gains real-world experience and promotes the full range of Tastic products to consumers at Cambridge Newgate, Newtown, Johannesburg as part of [dot]GOOD’s unique sales-driving offering and partnership with the Imvula Education Empowerment Fund.

Help your neighbour this festive season

The festive season is around the corner and Western Cape non-profit organisation, Mustadafin Foundation is set on bringing smiles of joy to disadvantaged children and community members. The Foundation plans on making the festive season a memorable one by providing gifts to over 300 children living in deprived areas. Community members of the Cape Flats and surrounding informal settlements will also be treated to a full belly on 25 December 2015.

Mustadafin Foundation initially started as a disaster relief organisation and has since evolved to being a servant of the communities in which it operates. Every year, the non-profit embarks on a great task to alleviate communities during the festive season and this year will be no different.

The little ones from the Foundation’s Early Childhood Development (ECD) centres, crèches and feeding schemes come from poor, destitute and broken families. Most of them have never received a gift in their life. The non-profit is campaigning a toy run to bring seasons cheer to over 300 underprivileged children in Cape Town. The gifts will be distributed from 27 November 2015 up until 25 December 2015.

“We call on all Capetonians to be the change in these communities and help make the festive season a special one for all these children. Something I will never forget is when we gave a little boy a second-hand soft turtle toy – his first gift ever. He forgot about his food and cherished the toy the whole day. The impact of such a small gesture is immense in a child’s life,” says Ghairunisa Johnstone, Director of Mustadafin Foundation.

The Foundation is aiming to take its festive season plight to the next level this year and implement an ambitious project where 50 pots of hot food will be provided to underprivileged communities in the Cape Flats and surrounds on 25 December 2015. “Each pot of food can feed up to 250 people, which means that 12 500 residents, including children and the elderly will have a warm, full belly this festive season. We will also cook a special lunch for the Brooklyn and Tafelsig communities,” explains Johnstone.

It’s the duty of all of us to tend to our fellow citizens and make a difference where we can. “If you or your organisation are able to help, please make contact with us,” concludes Johnstone.

You too can make a difference by contributing your expertise and time or by providing funds. If every man helps his neighbour, then who will need help? If you are able to help and donate toys, please contact Mustadafin Foundation on 021-633-0010 or visit Join their Facebook page at

Networking and healthy debate to tackle The Road to Zero Waste

Eastern Cape organisations tackled the vision of zero waste at the Institute of Waste Management of Southern Africa (IWMSA’s) Eastern Cape branch conference themed The Road to Zero Waste. The conference took place from 14 to 15 October 2015 at the East London Industrial Development Zone (ELIDZ) and saw 97 delegates in attendance. Mervin Olivier (right image), Vice-Chair of the IWMSA Eastern Cape Branch took attendees through solid waste facilities in Buffalo City Municipality.

Networking, debate and lessons learnt were the order of the day at the IWMSA Eastern Cape Branch’s waste management conference. With the theme of The Road to Zero Waste, attendees were treated to a wealth of knowledge to ultimately achieve minimal negative impacts on the environment.

Nomakhwezi Nota, the IWMSA’s Eastern Cape Branch Chairperson, says, “The conference was a huge success with 97 eager minds in attendance. The presentations were of exceptional quality where best practices were shared.”

Among some of the esteemed speakers were Agripa Munyai from PETCO, the national industry body responsible for managing the polyethylene terephthalate (PET) industry’s extended user responsibility (EPR). Munyai emphasized that PET, or most commonly known as plastic bottles, is too valuable to send to landfill sites and that in the past ten years the recycling tonnage grew from 16% to 49% of post-consumer PET bottles. In 2014 alone, PET recycling efforts saved 96 771 tonnes of carbon sent into the atmosphere. Economically, the PET recycling has in ten years resulted in an investment of R235 million in support of contracted recyclers.

Mervin Oliver, Vice-Chair of the IWMSA Eastern Cape Branch and Technical Executive at GIBB Engineering and Architecture and Richard Patten, Owner of Waste Management Systems presented two papers. The first paper dealt with solid waste facilities in Buffalo City Municipality (BCM) and the current types and location of waste infrastructure in the municipal area. The second paper covered whether zero waste was possible in our lifetime.

Siphokazi Simandla, Managing Director at Bolunga E-Waste presented on e-waste and the toxic legacy of the digital revolution. She indicated that the digital revolution from the 1950’s brought along digital devices which becomes e-waste when obsolete or non-working and have reached the end of their product life. E-waste contains hazardous elements which pose a danger to the environment and humans if not disposed of responsibly. Simandla mentioned that e-waste should be reduced, reused and recycled with landfill being the last resort.

Other speakers included Larry Eichstadt, Director at RMS, who spoke about organic waste processing options in the Western Cape and Carin Burgess, a scholar in the Eastern Cape who addressed future of scholar’s involvement in an environmental career. Theuns Duvenhage, Technical Director for Environmental Services at Aurecon SA spoke about waste license applications and Patricia Schröder from Reclite focused on lighting lamps and the waste management and recycling thereof.

“It is very important that those operating in the waste management industry are knowledgeable about the advances in the field. The conference did just that and we are excited to continue leading the way to zero waste in Eastern Cape,” concludes Nota.

For more information on the IWMSA, please visit For more information on the IWMSA, please visit or call 011-675-3462. The IWMSA is also on Facebook ( and Twitter (

Cascade Primary wins Clean Up and Recycle Competition

Grade 6 learner Tanin Langeveldt collects rubbish at Cascade Primary School. The school has won the Clean Up and Recycle Competition. Photos: Craig Wilson [High resolution images available on request. Permission for child to be photographed given by parents]

Learners at Cascade Primary School in Mitchells Plain cheered with delight when they heard that their school had won the Clean Up and Recycle Competition. The school collected 2519 kilograms of recyclable items including plastic bottles, cans, paper and glass bottles throughout the four week competition arranged by Peninsula Beverages Company (PenBev – local bottler and distributor of The Coca-Cola Company products in the Western and Northern Cape).

Cascade Primary’s 950 learners competed against two other Mitchells Plain Schools; Woodville Primary and Imperial Primary, to collect and recycle the most, per learner, during World Clean Up Month, between 9 September and 9 October 2015. Each school also participated in a Clean Up day where they learnt about the value of recycling and collected waste in and around their school. The total weight of the waste collected at the Clean Up day and all the items recycled over the four week period was divided by the number of learners at each school to determine the winner.

PenBev’s Corporate Communications Manager Denise Behrens comments, “We are thrilled by the amazing response from all three schools to clean up their community and collect so many items for recycling. Altogether Cascade Primary, Imperial Primary and Woodville Primary recycled 4555 kilograms during the four week competition.”

Cascade Primary School Principal Gale Adriaanse said that the grand prize of R10 000 would be spent on painting some of the classrooms and doing other repairs where needed. “We are so thankful to all the learners, teachers, parents and community members that got into the spirit of the competition by recycling everything they could for our school. The message this competition has is a valuable one for our learners – we all have a role to play in taking care of the environment,” says Adriaanse.

The school plans to continue recycling throughout the year as a way to create additional income. “We are sitting on a goldmine,” says Adriaanse, “with each item recycled, we can raise funds to sow back into our school and there is quite a lot of enthusiasm from learners and parents to continue recycling.”

This is the first year that PenBev have run the Clean Up and Recycle Competition, which was done in conjunction with DotGood, a marketing for good company. “We are currently in the planning phase for 2016 and plan to involve even more schools next year. Ultimately this is about educating youngsters by showing them that recycling and keeping our communities clean is something we can all do to live more sustainably,” concludes Behrens.

For more information about PenBev, visit or contact 021 936 5500. PenBev is also on Facebook

Lying to protect your business

Corporate lying has a disastrous effect on an organisation’s reputation. The communication management profession is under fire with recent worldwide corporate scandals. Prof Ronél Rensburg, Head of the Communication Division at the University of Pretoria has conducted research on this occupational hazard and will take conference attendees through the do’s and don’ts when dealing with media and how to protect and sustain the communication discipline.

“There are three universal rules when dealing with the media: do not lie; do not hide facts and; do not say “no comment”. It is communication management professionals’ responsibility to inform their organisations and CEO’s to avoid hiding, varnishing or embroidering facts, particularly where the media is concerned,” says Rensburg.

A recent article by PRWeek (August 2015) highlighted Rensburg’s findings and it is astounding how many PR professionals and CEO’s lie and hide facts to try and look better in stakeholders’ eyes.

Rensburg continues, “It all comes down to ethical communication – communication and PR professionals have the power to build or break down an organisation’s reputation. By being truthful and not hiding any facts, especially during a crisis, enterprises can build a solid reputation with all stakeholders.”

This fascinating and crucial topic is just one of many which attendees can look forward to.

Regine le Roux, Managing Director at Reputation Matters, says, “There will be a multitude of inspiring speakers – both local and international. We encourage all business owners and communication professionals to attend and start investing in a solid, ethical-driven reputation.”

The event is endorsed by the Public Relations Institute of Southern Africa (PRISA), and members will receive CPD points for attending.

Other speakers for the day include: Andrew Boraine, CEO of the Western Cape Economic Development Partnership (WCEDP); Huma Gruaz, CEO of Alpaytac – USA; Mothobi Seseli, CEO of Argon Asset Management; Mzilikazi Wa Africa, Journalist at the Sunday Times; Nicole Webb, Founder and Director of Impact Communications in Australia; Norbert Ofmanski, MD of On Board – Poland and; Lutz Cleffmann from ECCO International Communication Network in Düsseldorf, Germany.

For more information on the conference, please email Alternatively visit or call 021 790 0208. Reputation Matters is also on Facebook and Twitter @ReputationIsKey.