A campaign has been launched in South Africa to encourage consumers and firms to buy locally produced goods and services.
Buy Back SA, backed by the South African government’s Department of Trade and Industry and including a TV ad fronted by the actor John Kani (see below), calls on purchasing departments to “reconsider procurement channels”.
Francois Boshoff, creative director at marketing agency The Volcano Group that developed the campaign with The Manufacturing Circle, said: “If people could stop and consider even for a moment the impact of that single imported goods purchase, then the first phase of this campaign has succeeded and we can continue to move forward in creating this consideration and desire to change across small, medium and macro businesses, and then onto huge multinationals and government too."
Meanwhile, Douglas Boateng, CEO of the PanAvest Partnership and professor for supply and value chain management at the UNISA Graduate School of Business Leadership, has called on consumers across the African continent to buy “made in Africa” products.
“Strategic sourcing does not only apply to private sector organisations, government departments and state-owned entities, it also applies to the African consumer,” he said. “The more the continent’s estimated one billion consumers strategically buy selected made in Africa products, the more revenues and profits can be generated and invested in much-needed equipment to improve product quality and price.
“The long-term success of Africa’s industrialisation, SME and job creation eforts are linked to the buying patterns of its entire population. Unless the region’s consumers start to strategically support local producers through a considered change in buying behaviours, efforts to significantly reduce poverty will remain a pipe dream.”