Building Brand Loyalty
Even in remote rural areas, South African consumers are very brand-conscious as Annalise da Gama, owner of Andrewsha Enterprise, discovered when she tried to market her Mzanzi brand of achaar products throughout Limpopo province. Consumers didn’t know the brand and were sceptical about its safety and quality. In despair, Annalise turned to Seda for answers.
A Seda Business Advisor suggested a range of measures to help build the Mzanzi brand. First, we submitted the achaar for testing to the South African Bureau of Standards, which confirmed that the product is safe and nutritional.
Seda then provided basic business training and HACCP training to ensure compliance with food safety standards.
Finally, Seda assisted Annalise with marketing material to build brand recognition.
Today, Mzanzi achaar is stocked by at least four major retailers in Limpopo, along with several non-franchised retailers. Eight new jobs have been created and the company has grown its turnover by a whopping 1400%.
“I was losing hope but Seda has done wonders,” says a thrilled Annalise da Gama.