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The commitment at the weekend by the Growth and Development Summit to increase support for the Proudly South African campaign, combined with the campaign's aggressive advertising plans for the rest of the year, is likely to offset some of the import competition felt by local manufacturers as a result of the stronger rand.

Business, government, labour and community have all pledged to put more time and resources behind the campaign, which is designed to promote quality South African products and encourage government and business to procure locally.

"We have spent this week putting the finishing touches to our new advertising campaign for print and TV," says Martin Feinstein, CEO of Proudly South African. "It is a powerful emotive message that says every time you buy something you can help create jobs. We are going to go strong on TV, radio and in print. This will increase consumer preference for products carrying the Proudly South African logo."

Feinstein said the campaign's latest independent research from Markinor showed that 70% to 85% of consumers, depending on their income level, stated that the Proudly South African campaign made them more conscious of the importance of buying local products.

Feinstein said Pick 'n Pay stores had also committed themselves to supporting the campaign by allowing companies to promote their Proudly South African products on the shelf.

"Many of our member companies are telling us that the strengthening of the rand has led to an increase in imported goods. At the summit it was agreed that all parties would support a major campaign aimed at raising consumer awareness of local products over the December shopping period. This, combined with our new advertising campaign, should give local products carrying the Proudly South African logo a distinct advantage."

The Growth and Development Summit Agreement states: "Proudly South African is an important means of taking the message of local content, fair labour standards, environmental sustainability and quality products and services to the nation."

"To this end the constituencies commit to intensify support for the campaign and its objectives."

Feinstein said the summit agreement also confirmed the importance of procuring goods and services from local producers.

The agreement states that "local procurement, wherever possible, provides an important means of saving or creating jobs, promoting small enterprises and co-operatives and securing the growth of the SA economy".

Feinstein said the campaign was due to announce its 1,000th member company at the end of June, making it the largest campaign of its kind in the world by number of companies subscribed.

Contact: Jennifer Wilson on 011 328 4211, 083 652 8524

Issued by National Economic Development and Labour Council (Nedlac)

11 June 2003