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tigertalesTiger Brands grOUP Magazine fOr eMPlOyees • issUe 3 2011 • sPring
1
Tiger trekkers1202 Where will you be in 2050?
06 Quarterly diary
feature
ContentsFrom the editor
At Tiger Brands we are passionate about our:
14
18cover
08 30 years of dedication
10 Proposed changes to the Labour Law
13 Beating the Berg
14 Women’s Day celebrations
Mothers Day
people
16 Top performing brands at Tigerperformance
20 The recession and the impact on consumer behaviour
consumers
23 St Clement’s feeding scheme
24 Tiger celebrates Mandela Day
26 Supporting the Cape Town and Suburban
Clothing Guild
Tiger part of Somalia relief
world
28 Integrity and its personalityintegrity
tigertalestigertalesTIGER BRANDS GROUP MAGAZINE FOR EMPLOYEES • ISSUE 3 2011 • AUTUMN
Sustainability and its consequences have always been and continue to be a journey. See how Tiger tackles this journey on page 2.
Youth Day
Mambo Chocolate success
Contributors: Nicolene Adam, Gladys Amoah, Nicole Ateba, Noreen Badenhorst, Ian Glen, Rochelle Hahn, Hennie Korff, Ernie Louw, Roxy
Maqache, Zarina Mohammed, Mpho Mohapi, Lebogang Morudu, Suzanne Mouelle, Niphra Ndlovu, Bongiwe Njobe, Avril O’Brien, Weldette
Prinsloo, Thembi Sehloho, Wayne Taylor, Willem van Heerden
Editorial team: Bongiwe Njobe, Roselyn Seripe, Bastion Graphics
Editorial DisclaimerTiger Tales is jointly published by Tiger Brands Group Communication and Bastion Graphics. All reasonable precautions have been taken to ensure the accuracy of information. Content is the responsibility of the editorial team and does not represent the views of Tiger Brands. The Tiger Tales editorial team, management of Bastion Graphics, editorial contributors, and Tiger Brands cannot accept responsibility for any damages or inconveniences of any kind, from information published in this magazine. All material contained herein is the express copyright of Tiger Brands.
Be responsible. Report
Toll free number: 0800 80 80 80Email: [email protected]
Tiger Brands Ethics Line contact information:
Dear ColleaguesIt’s unbelievable that we only have three months before we say goodbye to 2011.
We have the pleasure of bringing you
another bumper edition of Tiger Tales with
lots of exciting features. Our lead story in this
edition is about sustainability. The feature aims
to clarify the meaning of sustainability (it is not
just about the environment) and what it means
to Tiger Brands. We hope you will find it useful.
We also take you to Cameroon and give you
the recipe for success for Mambo chocolate
and show how Tiger Brands and its employees
are increasingly involved in their various
communities.
As always there are many more exciting
stories for your reading pleasure.
Should you have any suggestions or
compliments to share with the Tiger Tales team,
get in touch with us via Roselyn Seripe on
Happy spring and happy reading!
The Tiger Tales Editorial TeamHave something on your mind that you want to share with Peter Matlare, our CEO?
Then send him a mail on [email protected]
Tell PeTeR
32
where companies who have been given the right
to operate are increasingly expected to live up
to their responsibility as good corporate citizens.
So now individual companies, such as Tiger
Brands, are addressing sustainability and creating
strategies to ensure the companies existence and
growth for future generations.
What is our approach at Tiger Brands to
sustainability?
In August 2008, our CEO, Peter Matlare, identified
sustainability as a key strategic enabler for Tiger
Brands. The Tiger Brands sustainability strategy is
based on six pillars. See diagram on page 4.
What are current issues of concern for
society and Tiger Brands?
♦ Climate change impacts
♦ Public health – HIV/Aids/non-communicable
diseases
♦ Food security especially food safety and
food availibility
♦ [Un] employment
What about reputation?
The concept of reputation is closely linked to
sustainability. Society is far more verbal in their
perception of companies and their actions
Where will you be in 2050?
feature
A global history
The concept of sustainability as a global notion
is nothing new and has been around for the
last 40 years. It began in Stockholm, Sweden
on 16 June 1972 with the adoption of the
Declaration of the United Nations Conference on
the Human Environment. This was the beginning
of an increasing awareness of the human races’
impact on the world and our approach to it.
Interested parties then met again in Rio de
Janeiro, Brazil in 1992 to reaffirm and build upon
the initial declaration with the goal of establishing
a new and equitable global partnership through
the creation of new levels of cooperation among
states, key sectors of societies and people. The
aim is to work towards international agreements,
which respect the interests of all and protect
the integrity of the global environmental and
developmental system, recognizing the integral and
interdependent nature of the Earth – our home.
Ten years later, in 2002, tens of thousands
of participants, including heads of State and
Government, national delegates and leaders
from non-governmental organisations (NGOs),
businesses and other major groups met in
Johannesburg, South Africa for the World Summit on
Sustainable Development. Its aim was to focus the
world’s attention and direct action toward meeting
difficult challenges, including improving people’s
lives and conserving our natural resources in a world
that is growing in population, with ever-increasing
demands for food, water, shelter, sanitation, energy,
health services and economic security.
And now…
With the impending 2011 United Nations Climate
Change Conference (referred to as COP 17) to be
held in Durban later this year, the world’s eyes
will again be focused on South Africa with regards
sustainability issues. Added to this, sustainability
has evolved from simply concerning energy and
the environmental impact on the earth to one
(the social media has contributed greatly to
this). Consequently, consumers are far more
demanding of information about companies and
their products and are using this information to
make informed decisions. It is, therefore, vital for
companies to respond to consumers and ensure
that they understand what the company does
and what is stands for. This all contributes to the
longevity of Tiger Brands.
The journey continues…
Sustainability and its consequences have always
been and continue to be a journey. Tiger Brands
in turn has evolved its approach to sustainable
development with the emphasis on remaining
in business, risk management and being a good
corporate citizen for future generations.
What does sustainability mean?As per the Oxford dictionary
sus·tain·a·bil·i·ty [suh-stey-nuh-bil-i-tee]
noun is:
1. the ability to be sustained, supported,
upheld, or confirmed.
2. Environmental Science – the quality of not
being harmful to the environment or depleting
natural resources, and thereby supporting long-
term ecological balance.
During 2011, Tiger Brands is supporting 162
employees’ children with bursaries for tertiary studies
through the Thusani Trust.
Tiger Brands provided bursaries to six engineering
students, three, in their second year (enrolled 2010)
and three in their first year (enrolled 2011).
Tiger Brands offers In-service or workplace experience
training is available allowing students to complete
their qualifications. In 2010, 31 took up the offer and
in 2011 there are 57 students making use of this
opportunity.
The 2010 Tiger Brands Graduate recruitment website
attracted – 1 218 927 hits, 8 336 visits and 1 363
applications. In one month, the Graduate Facebook
page recorded activity of 1 023 views, 499 969
impressions and 441 click through to the application
website. In the same time period, the Google
campaign had 38 159 impressions with 312 clicks
through to the website.
The School of Magic has 32 delegates for 2011, while
the International School of Magic has 11 delegates.
The number of Learnerships currently hosted by the
Tiger Brands Academy is 262.
The number of apprenticeships registered with Tiger
Brands Academy is 51.
The number of Adult Basic Education and Training
learners is 262.
The total number of learners who attended Tiger
Brands Academy programmes during 2010 is 1381.
The total training spend in 2010 was R16 474 914.12
The total number of internal bursaries awarded in
2010 was 117.
Did you know?
Explaining the theory behind sustainability and Tiger’s approach to the idea
54
Where will Tiger Brands be in 2050?feature
Did you know? That the facilities team at the corporate office has started a
number of small environmental projects in order to give
back to the environment.
A compost area has been built on the south side
of the corporate building and now no garden
refuse is removed from site resulting
in less compost being ordered
for the gardens.
Seven fever trees were planted last year, as it was the Tree of 2010.
The facilities team also has a small herb garden. Seasonal herbs are
planted supplying the canteen with the fresh herbs that they need.
Corporate facilities participate in recycling of waste reducing the
number of bins collected by Pikitup from 8:40am.
Since waste separation has been implemented on site the following
has been collected from June 2010 to May 2011:
Description Total in Kg’s
Tin 432
White Paper 3306
Common paper 3313
Newspaper 1101
Non Recyclables 649
Cardboard Boxes 2055
Milk Bottles 457
Cold drink bottles 237
Coloured Plastic 587
Glass 295* In order to achieve the desired environmental outcome Tiger has adopted key metrics and priorities for sustainability. They are four themes: water energy waste packaging
PartnershipsSocietyGrowthGovernanceEnvironmentEconomy
SuSTainaBiliTy
impact on the economy through effective enterprise development and procurement programmes.
commitments to adopt environmentally sensitive business practices.
100% compliance to prevailing legislation.
drive profitable business growth. Our consumers are our business.
value our people and treat them with dignity and continue to reinvest in society.
developing mutually beneficial partnerships with our stakeholders.
Which means we need to consider our direct and indirect impacts on the economy, adopt Enterprise Development (ED) initiatives that are aligned to our growth strategy and drive preferential procurement.
Which means we now have an environmental strategy that reflects Tiger’s focus on material issues and is integrated into our Tiger Ways of Working. *
Which means we must ensure that the business and all its employees comply with the applicable legislation, codes of good practice and internal policies. It’s about group-wide confidence in the right culture.
Which means the development and execution of our five-year strategy must be the focus for every employee. The consumers of our products remain our core business.
Which means we need to work through our employees and their families to contribute to building social fabric in our communities and drive our people strategy to recruit, retain, recognise and reward our employees.
Which means we need to respect, value and manage our relations with key stakeholders. This group includes: employees, customers, consumers, regulators and industry bodies.
Stockholm, Sweden Adoption of the Declaration
of the United Nations
Conference on the Human
Environment
World Environment Day
(WED) begins as an annual
event that takes place on
5 June. Supported by the
UN, it stimulates worldwide
awareness of the environment
and encourages political
attention and action.
Sustainability timelineAlthough the concept of sustainability is not a new one its intensity has increased dramatically so that we are all becoming aware of our impact on the environment and society.
1972 1992 1997 2002 2012Rio de Janeiro, BrazilUnited Nations Conference
on Environment and
Development (UNCED), The
Earth Summit
Kyoto, JapanThe Kyoto Protocol commits
industrialised countries to
stabilise Green House Gas
(GHG) emissions and was
adopted in 1997 and entered
into force on 16 February
2005
Johannesburg, South AfricaWorld Summit on Sustainable
Development
2011 United Nations Climate Change Conference (Durban, South Africa)
28 November to 9 December
2011.
Rio de Janeiro, BrazilEarth Summit 2012 [Rio+20]:
Vision, Cooperation,
Transformation
Earth Summit 2012 will be
the fourth Summit of its
kind and represents another
milestone in ongoing
international efforts to
accelerate progress towards
achieving sustainable
development globally.
2011
6
Dates to diariseOctober
December
January
12 16 25 26
1
1 10 20
Independence Day (Kenya)Formally marks the date of the country’s admittance in 1964 into the Commonwealth as a republic and takes its name from the Swahili word jamhuri (“republic”); It is also the date when Kenya obtained its independence from Great Britain in 1963.
Reconciliation Day (RSA)This holiday came into effect in 1994 after the end of apartheid, with the intention of fostering reconciliation and national unity.
Christmas Day (Global)Traditionally celebrated around the world as the day Christ was born.
Day of Goodwill (RSA)Boxing Day was renamed the Day of Goodwill in 1994.
Boxing Day (Cameroon)
Boxing Day (Kenya)
Boxing Day (Nigeria)
New Years Day (Global)
Unification Day
(Cameroon)Commemorates the anniversary of British Southern Cameroons’ independence from the United Kingdom and unification with French Cameroun in 1961.
Independence Day (Nigeria)Celebrates Nigeria’s independence from the United Kingdom since 1960.
Moi Day (Kenya)On this day every year, Kenyans take a break from work to honour their former president’s accomplishments since he took office exactly 29 years ago.
Kenyatta Day(Kenya)During this day Kenyans celebrate the memory of Jomo Kenyatta, considered the founding father of the nation of Kenya, as well as all the freedom fighters of their country.
November2 6 Feast of Sacrifice
(Kenya)
“Festival of Sacrifice” or “Greater
Eid” is an important religious
holiday celebrated by Muslims
worldwide to commemorate the
willingness of Abraham to sacrifice
his son Ishmael to God, before
God intervened to provide him
with a ram to sacrifice instead
2011 United Nations Climate Change Conference
(Durban, South Africa)
28 November to 9 December
2011. The conference is officially
referred to as the 17th session
of the Conference of the Parties
(COP 17)
At Tiger Brands we cherish our
people
28
8
people
9
people
30 years of dedication
Sophie BrownJoined the
company
(old Jones &
Company)
as a clerk in
the labeling
section at the
Jam Factory in
Paarl 35 years ago. After nine years
she was transferred to the finance
department (now Shared Services
Centre) as the Mail Room Attendant/
Messenger where she has been a
stalwart ever since.
Jacobus JansenJacobus began
his career in
1976 as a
Laboratory
Clerk and
worked as
a Seamer
Operator
from 1979 to 1983. He joined the
Training Department from 1984 to
1988 and in 1988 was appointed as a
Controller in the Production & Quality
departments. He was promoted
in 2007 to the position of Asst/
Production Manager in the Production
Department.
Kowie KokerKowie was
appointed
as a General
Labourer
in 1976 in
the Ashton
Canning
Factory
and was promoted to supervisor in
1982 in the Empty Can Handling
Department. He was promoted to
the position of foreman in 2000 and
after the merger in 2005 with the fruit
unit of Tiger Brands, became a Team
Leader in the Production Department.
35+ years
Venesia Jacobs Joined the
company
(old Jones &
Company) in
the printing
section at the
Jam Factory in
Paarl 30 years
ago. After five years she was transferred
to purchasing where she remained for
seven years before joining the finance
department (now Shared Services
Centre) as a Creditors Clerk providing
first-class service to her customers.
Fanie van Wyk Fanie started at
the Langeberg
Cooperation in
the Northern
Cape in April
1981. His main
responsibility
was the harvest
and maintenance of the mechanical
green beans. He was transferred to
Marble Hall in February 1982 and
has held the position of maintenance
coordinator since 1995.
Ian GlenIan began his
career with
H Jones and
Company in
Cape Town
as a junior
representative in
February 1981.
In the early
1990’s he was tasked with starting
the group’s exports. His position has
allowed him to travel to 77 different
countries around the world doing Tiger
business.
Daniel JansenDaniel started
his career as
a clerk in the
Agricultural
Department in
1981 and moved
to the Jam
Department in
1987 where he was a Team Leader. He
was promoted to Production Controller
in 1996 and then as Asst/Production
Manager in 2007.
30 years
30 years
John Futshane Joined the
company
(old Jones &
Company)
as a driver at
the Alkmaar
Distribution
Depot in Paarl 30
years ago. In 1999 he was transferred
to the finance department when the
administrative support was centralised
in Paarl, ultimately culminating in the
Shared Services Centre in 2007. He has
been our reliable driver all these years.
Burrie Steyn Burrie Steyn was
an Agriculturist
with Picardi
Canners when
that company
was taken over
by Langeberg
Co-op in
February 1981 where he continued
in that function. In 1991, Burrie
was promoted to the position of
Agricultural Manager, a position that
he holds currently.
Tinus Steyn Tinus Steyn
is a disabled
employee who
began his career
in the company
Brink Bros in
Montagu as a
Telephonist.
Later on the company name changed
to Picardi Canners and was taken over
by Langeberg Co-op in February 1981.
Tinus has been the Telephonist for this
company ever since.
Jokobus Matthyse Jokobus began
his career as a
general labourer
in the Labelling
Department in
April 1981. From
1982 until 1995
his position was as
a maintenance clerk in the Engineering
Department. He held the position of
maintenance planner from 1995 to
2008. In 2008, he was promoted to his
current position as project coordinator.
Jasmine AbbasJasmine started
with the company
in 1981 as a Stock
Controller at the
Isando factory.
At Adcock she
then became
an Inventory
clerk. In 2007 she became the Logistics
Administrator for the Inland region.
Jasmine enjoys the Logistics challenge on
a daily basis and loves interacting with
customers. Everybody calls her mamma
Jasmine because she cares about
everyone at the Isando office, ensuring
that they are happy and that their
queries are solved. Nothing is too big for
her and her motto is NEVER GIVE UP.
Deborah JansenDeborah began
as a Wage Clerk
in 1981 and was
transferred to
the Production
Department as a
Production Clerk
in 1989. In 1997,
she was transferred to the Logistics
Department as a Stock Clerk, which is
her current position.
Ernie LouwErnie Louw began
his career in 1981 at
the then Langeberg
Foods as a shelf
packer. From there
he was promoted to
merchandiser and
in 1983 became a
representative for
Koo in the Western Cape. From 1985 until
1990 he was a national merchandising
manager. Various promotions from 1990
until 2001 resulted in him eventually
becoming the depot manager for Tiger
Brands in the Eastern Cape. In 2002, he was
appointed as the regional logistics manager
for the Eastern Cape and Central region. By
2009 he was the national logistics manager
for HPC – Consumer Brands. Currently
HPCB – including Purity on a national basis
is under his care and he serves on the HPCB
executive team.
31 years
Koos LouwJoined the
company
(old Jones &
Company)
in Logistics
Administration
30 years ago.
Since then he
has fulfilled that role at a number of
locations throughout the Western
Cape. He currently heads up the
logistics administration at the Shared
Services Centre in Paarl where he
performs a sterling job in support of
Culinary and HPCB Logistics.
Jacobus ArendseJacobus joined
the company as
a Jam Cooker
in December
1981 and
moved to the
Warehousing
Department
as a Team Leader from 1986. In 2004
he was transferred to his current Team
Leader position in the Production
Department (Cooling).
1110
Proposed changes to the labour lawQuestion 1
What does Labour Law entail, what
is it about and what is the purpose?
Answer “Labour Law” collectively refers to all the Acts that
regulate aspects related to the employment of
people.
The Labour Relations Act mainly defines fair
employment practices and dispute resolution
at the workplace including the management of
discipline, grievances and union matters.
The Basic Conditions of Employment Act
prescribes minimum conditions related to leave,
working hours, overtime, work on public holidays/
Sundays, notice periods and determinations for
specific sectors such as the security industry, farm
workers and others.
The Temporary Employment Services Act
currently receives a lot of public attention during
the debate regarding labour brokers and the future
of temporary employees.
The Employment Equity act should also not
need any introduction. Although it focuses on
transformation at the workplace, an important
element of this Act is the definition and
prohibition of discrimination.
The Skills Development Act and Skills
Development Levies Acts prescribe the levies
that employers have to pay monthly to the
Department of Higher Education for training of
employees as well as the unemployed. The SETAs
manage and accredit the training programmes,
known as either Skills Programmes or Learnerships,
which allows employers who participate to claim
grants back from the applicable SETA.
The Unemployment Insurance Act regulates
the allowances that employees can claim from the
government under certain conditions when they
become unemployed.
The Compensation for Occupational
Diseases Act is also well-known and refers to
the reporting of and compensation for injuries on
duty.
Labour Law is applied in line with normal
Common Law rules and is affected by “case law”
which refers to previous rulings of the Labour
Court or awards by the CCMA.
Question 2
Tell us about new changes?
AnswerProposals were tabled by the Union Federations
which are currently being discussed by
representatives of organised labour, organised
business and the government.
The changes mainly relate to;
The banning of labour brokers, although
the latest direction of discussions proposes
better regulation of labour brokers. The total
banning would imply that employers could
only make use of temporary employees for
project work or for specific acting periods
such as when a position is vacant and the
recruitment process has not been finalised.
Employment on a fixed-term contract basis
will only be permissible if the employer
can justify why the employment is not
permanent.
The principle of “all things equal” must apply,
meaning that remuneration differentiation
between permanent and contract employees
must be for other reasons and not the
temporary nature of employment
Employees earning above the threshold
(R172k per annum) will not have access
to the CCMA and will have to make use of
private arbitration.
Question 3
What impact will the
changes have?
Answer The total banning of labour
brokers would imply that
employers could only make
use of temporary
employees for
project work or
for specific acting periods
such as when employers are recruiting to
people
fill a vacancy. The latest proposal to better
regulate labour brokers can possibly address
the concern about exploitation of temporary
employees as well as the “all things equal
principle”.
Senior employees will have to settle disputes
with their employers at the cost of private
dispute resolution.
Discussions between the three parties involved
are continuing and the final dispensation is thus
not available yet.
TigertrekkersHighlights the “Kodak” moments from Tiger Brands’s employees’ holiday travels. Want to share
your holiday photo? Send it with a short caption including the country and town visited to
[email protected]. Photos should be at least 300 dpi in quality. Editorial team
reserves the right to edit contributions as is necessary.
people
12
Noreen BadenhorstTiger Brands – Western Cape
China
A visit to China in July 2011.
people
13
ed’s choice
Beating the Berg
Nicole AtebaChococam – Douala, Cameroon
The Great Wall at Beijing, China
My name is Nicole Ateba. I work at
Chococam in Douala – Cameroon (Central
Africa). I am very pleased to share some
pictures of my holiday with the Tiger Brands
family. I went to Beijing in China where I
visited the Great Wall (above) and also
the Monument to the people’s heroes, the
largest in China (left).
What started as a casual chat for Wayne
Taylor, Customer Manager, HPCB (Home
Personal and Baby Care), with family
members in June 2010 “let’s do the Berg
River Canoe Marathon next year” resulted
in an amazing experience in July this
year when he completed this “comrades
marathon” of paddling races.
Wayne and his family began training
at the end of April often in freezing
conditions through the winter. Once
the training was completed it was
time to head down for “the
great challenge”. The race (an
event for them as they were
definitely not racing anyone)
started in the Paarl, Western
Cape on Wednesday 13 July and
finished four days later in Port Owen, on
the Cape’s west coast, just north of St
Helena Bay.
The race covers a total of 240 kms
and in 2011 there were 351 competitors
that set out. 317 of those finished this
year and Wayne completed the race in 28
hours! Will he be back next year?
A resounding yes!
He would like to extend special thanks
to Stuart Hynes who provided much
advice on the “do’s and dont’s”, which
was a great help during the event.
Wayne would also like to
extend an invitation to anyone
interested in the sport.
Please contact him on
Ian GlenTiger Brands International
Alaska
Freezing cold at Mendenhall Glacier in Skagway, Alaska.Nicole AtebaChococam – Douala, Cameroon
China
Women’s Daycelebration
people
14
Mothers DayThe Boksburg Vegetable Unit got all dressed up in school uniform in
remembrance of the students who fought for the freedom of education –
Youth Day, 16 June.
This took place on 15 June 2011 during the 03:00 night shift break they
gathered in the canteen to have some fun.
At Tiger Brands we deliver
performance
Mothers were treated to a day of food, fun and pampering during
this year’s mother’s day celebration sponsored by Purity and held at
Panafric Hotel in Nairobi. The luncheon was very successful and was
attended by approximately 200 guests.
Purity partnered with Nairobi
Women’s Hospital who were giving
free medical check ups on site.
There was a Q & A session where
mothers were given the opportunity
to ask questions and give
suggestions in relation to Purity.
Purity also awarded prizes to the three winners who participated
in the Face of the Fair competition, held earlier on in the year.
Palmers
Ladies were treated to a day of
pampering courtesy of Palmer’s
Cocoa Butter Lotion at various
malls in Nairobi during mother’s
day celebration. About 100 ladies
received free massages.
A beautiful cake to celebrate a beautiful occassion.
Youth Day
Last year, pamper
gifts were organised
for less fortunate,
abused women at the
Palmerton Centre. This
thoughtfulness was so
appreciated that Head
Office decided to do
the collection again.
To mark the end of
the collection and to celebrate Women’s Day, cake was served in the canteen
as part of lunch on Friday 5 August 2011.
16
performance
17
Top performing brands at TigerAll Gold number 1All Gold Tomato Sauce has again performed extremely
well, winning the top spot in consumers’ hearts for the
second year in a row in the SA Iconic Brands Survey 2011,
conducted by TGI SA.
All Gold achieved this position by remaining as relevant
and delightful to consumers as when it was first launched
in 1908. It is, therefore, no surprise that All Gold Tomato
Sauce is the country’s best-loved tomato sauce, the
leading brand in canned tomato products and the number
one jam brand.
At the core of the brands’ success, is the message –
creating moments of delight among family and friends
through the unique taste delivery of the products within
the brand. Instrumental to the brand message has been
the promise – “tastes real good like good food should”.
This further entrenches All Gold with a consistent
consumer appeal and there’s really no doubt that South
Africans love it!
The best you
can do!KOO, a tried and trusted
heritage brand that
has been in the homes
of South Africans for
over 70 years, was
also recently voted
number one in the
SA’s Top Brands
Survey 2011.
To many South
Africans, KOO is an
emotive brand that evokes memories and triggers
nostalgia. KOO’s advertising platform has, over
time, reflected the inherent goodness of the brand
and mirrored the emotional partnership with moms
in creating mouthwatering meals for the family.
KOO attributes its success to the use of quality
performance
SA Iconic Brands Survey 2011 coducted by TGI SA
Overall BrandCondiments & SaucesTinned Vegetables
- First- First- Top 5
Th
an
k y
ou
Sou
th A
fric
a f
or
keep
ing
us o
n y
ou
r ta
ble
!
We are delighted to be number 1 because of you.
1161
79/E
116179 TIGER all gold.indd 1
2011/07/18 3:33 PM
For over 70 years, moms have chosen KOO
to help them make the kind of meals that
memories are made of.
Thank you for welcoming us into your hearts
and homes, and allowing us to be part of your
special family moments. We look forward to
sharing even more memories with you and
your families for years to come.
*SA’s Top Brands Survey 2011
thank you, for voting us one of South Africa’s overall favourite brands*
ingredients and a sound understanding of how
consumers prepare their meals. This has resulted in
product innovation to meet the consumer’s ever-
changing needs. It uses the full range of advertising
to interact and engage with its consumers, allowing
the brand to remain top of mind.
KOO has a place in the hearts and homes of
South Africans, and that is exactly where the
brand plans to stay.
performance
1918
Cameroon is the fifth largest producer of cocoa
in the world and Cameroonians grow up eating
a lot of chocolate. The most popular has always
been Mambo Pure Chocolate, thanks to its unique
natural cocoa taste profile and Chococam has a
strong reputation in chocolate making.
The acquisition by Tiger Brands of Chococam
provided an opportunity to refresh the existing
offering to improve both sales performance and
branding. Improved branding would allow for
differentiation from competitors and build brand
loyalty, despite the increasingly cheaper chocolate
imports.
To make the most of this, Chococam upgraded
its equipment to give Mambo a more refined
texture to its chocolate. Beacon endorsed the
revamped packaging and the new look Mambo
was launched in June 2011.
To build awareness a communication campaign
featuring its most popular variants, dark and
milk chocolate slabs, was launched. The message
focused on the pleasure of sharing Mambo with
loved ones and the new packaging is displayed
on outdoor billboards and is further entrenched
though a TV campaign.
Mambo participated in several youth events to
capture teens’ attention and interest during their
school break.
The communication campaign was a success
with 40 % product off-take growth achieved,
against the same period last year. This all led to
increased brand visibility, brand awareness and
brand quality.
With new offerings to extend the existing
range, Mambo will continue to delight consumers
in Cameroon and around the world.
At Tiger Brands we treasure our
consumersMambo Dark 100g
billboard campaign
Mambo chocolate success
Consumers enjoyment at Challenge…
Cupidon 2
20
consumers
21
The recession and the impact on consumer behaviourQ. What is a recession, and what is
the impact on consumers?
A recession refers to a sustained economic
downturn, whereby the economy is shrinking for
a period of more than two consecutive quarters.
This is usually accompanied by a decline in GDP,
decrease in production, increase in unemployment
and a general fall in household income. These
factors will then lead to a dip in consumer
confidence, defined as the ‘perceptual degree of
optimism’ that consumers have of their country’s
future, and their own personal financial situation.
In South Africa, consumer confidence in Q2 2011
reportedly dropped to lower levels than at the
same period last year. This drop in confidence
was enhanced by rising inflation in food, fuel and
electricity, indicating that growth in consumer
spending may not see a strong acceleration into
the balance of 2011, as people watch over their
spending activity.
Q. What insights do we have into
consumer behavior in the past, and
how has this changed?
Various research sources have reported that
consumer behavior has changed in response to
the recessionary environment experienced in
recent years. The Unilever Institute of Strategic
Marketing reports on the ERA OF EXUBERANCE
– 1999 to 2007, in their latest ‘Wake Up,
Shake Up’ survey. During this period, the SA
economy was booming, consumer confidence
was soaring, and rampant spending was
observed. Significant growth in unemployment
and extensive credit lending also enabled
consumers to acquire more lifestyle-enhancing
goods, and the retail sector experienced a
boom period.
However, when the economic meltdown
arrived in 2008 – and many had not planned
for this uncertainty – certain adjustments
had to be made by consumers, primarily
towards their spending behavior. Research
has given insight into the consumer trends
and market dynamics that arise when there is
financial pressure. At a high level, a couple of
implications for Tiger Brands are:
Consumers tend to shop fewer categories,
and those that are perceived to be ‘luxury’
goods, e.g. confectionery (for us), are usually
the first to be dropped from the shopping
basket
The carbohydrates category is affected
as consumers downgrade their choice of
‘staples’ AND employ new approaches to
buying – for example, we find only one or
two staples in the basket instead of the
usual three or four; products like bread,
which do not last as long become less
preferred to a bag of maize or potatoes,
which can go significantly further
There will be a slow-down in the pace at
which cheaper brands are replaced with
premium branded goods. Additionally,
retailers are expected to start passing on
their equally rising input costs (electricity,
wage increases, etc) onto branded goods,
making their own brands appear as ‘better
value for money’
Lastly, larger pack sizes become more
important to consumers as they strive for
‘value’ offerings.
The critical thing for us to understand is that
people have adapted to their environment,
therefore our consumer of today is ‘value-
conscious’ (not forgetting that value does not
necessarily equal price), and not likely to revert
to their pre-recessionary behaviour, even after
the worst has gone. Therefore, manufacturers
will need to adjust accordingly and engage in
innovation that offers new and relevant options.
22 23
At Tiger Brands we care about our
world
world
There were orphans, child- and granny-headed
households with no support systems, thus the
Project was registered as a Non-Profit Organisation
(NPO) in 2001 and funding was initially received
from the National Department of Social Welfare.
Operations of the Project
Home-based Care home visits
The needs of the patient/family are identified at
a home visit, where the state of the patient is
attended to, as well as the poverty levels of the
family. Hunger is always glaringly obvious.
A holistic approach is adopted because of lack
of grants such as foster care, child support and
pensions. Food programmes are then initiated,
such as Meals on Wheels and Food Parcels to help
alleviate hunger.
Food Programmes
Food Parcels – Tiger Brands
We will always appreciate and respect the help we
receive from Tiger Brands.
The monthly deliveries of groceries in bulk, which
are then packed into parcels has greatly improved
the operations of the project and the lives of our
beneficiaries.
Patients that did not want to reveal their status
(due to the HIV/Aids stigma) heard about the food
parcels, and suddenly came out so as to benefit
from the services of the project. Those who are
not infected also come asking for food. A few food
items are given, such as Jungle Oats, Morvite and
dry beans, pending a home visit, after which they
receive a monthly food parcel.
A relationship has been established with all the
local schools around the area. Teachers or the school
principals sometimes report children who come to
school showing signs of hunger and request food to
be delivered to the school. Our response is always
that the child must be sent to us where she/he is
interviewed and then taken home to assess the
home conditions. p24
The Project was initiated after a needs analysis revealed that there was a high incident of HIV infections,
unemployment, extreme poverty and hunger.
St Clement’sfeeding scheme
24
Tiger celebrates Mandela Dayworld
25
Makushu Primary school This world leader and activist turned 93 on 18 July, and in celebration
and thanks for all the work he has done in Africa and around the
world, Tomato paste unit, Musina, participated in just 67 minutes of
community service, by cleaning the yard at Makushu Primary school as
a small gift of appreciation to the man who has spent 67 years giving
and helping others. Mr Luvhengo the principal of the school was very
surprised by the visit from the employees and very happy to see the level of commitment they invested in the day
by helping to clean the school yard. Through the act he could teach the children a valuable lesson that they should
take responsibility and think before littering. The children could see that if members from the community are
willing to come and help clean with such high spirits, then they themselves could now clean and not litter.
Mr Luvhengo thanked Tiger Brands for making a difference.
More often than not, it is found that the family is very
poor and hungry. Food is then delivered for the whole
family, and other poverty-related problems
identified, such as lack of relevant grants
(foster, child support and even the old
age pension for the grandparents). The
family is then registered on the food
programmes.
Meals on Wheels
Groceries are bought in bulk, and meals
cooked in our kitchen as well as in one
of our supporter’s kitchen.
Two bakkies load four 48 litre pots
and go out in two different directions to
deliver meals to people who wait on
the roadside with their containers to
receive a meal of samp/rice and stew of meat-bones
and vegetables. All those who receive the food are
identified on home visits.
Members of the community, including ministers of
religion, speak highly of the project’s operations, and
highlight the fact that the project was initiated by
and operates from the Catholic Church premises, to
serve the whole community of Clermont, irrespective
of religious affiliation and belief.
The poor, sick and hungry that they come across
are told to go to “eMaromeni” for help. Some
members in the community act as “guards” for
the project in that they report
neighbours who suffer from
poverty and hunger, usually
child- or granny-headed households.
These are visited and assisted according to
their needs (whether infected or not).
We would not be able to render this
important service of feeding the sick
and hungry without the help that we
receive from Tiger Brands, especially, now that we
do not receive any financial or material support
from government. We rely on companies and
organisations that are sympathetic and support
projects that help the poor.
Some church-based organisations (who assisted
our project when we had nothing) have also
benefitted in a small way from Tiger Brands.
They are regularly given a few items of food, be it a
box of Jungle Oats, Morvite or peanut butter, to give
to the poor and hungry who come to their doors.
People who go to churches outside Clermont are
told to come to St Clement’s Home Based Care. We
always make sure the food goes to deserving people,
and is never sold.
Cars that deliver meals and do other errands are
maintained by donations and grants from different
organisations.
Tiger Brands has made our Project the PRIDE of
Clermont.
Ethembeni Children’s HomeOn the 23 July 2011, the Tiger
Brands 2011 Graduates came
together and visited Ethembeni
Children’s Home in Doornfontein,
Johannesburg. The kids had a
wonderful time and what was
most rewarding was seeing the
excitement on their faces. Everyone
at the home was grateful for
the initiative and all that was
contributed on the day. Here
is a list of items received in
making Mandela Days special
for the kids: Fizz pops, Toasted
Mallows Strawberry, Jungle Energy
Bars, Sparkles, Elizabeth Anne’s
Petroleum Jelly and Aqueous
creams, soaps, Purity cereals,
toilet papers, chips, nappies, baby
care products (toothpaste, soap,
shampoo, lotion etc.) and Enterprise
Viennas.
P.S. Many thanks to
ALL Tiger divisions that
contributed to making
the day a success!
Tiger Community Projects reaches out to Children’s HomesTiger Community Projects (Paarl SSC) visited two
childrens homes in Paarl on 10 August 2011, Bowy
House and AHOS (Athlone House of Strength),
where we distributed various Elizabeth Anne baby
products, cereal, clothing and KOO products.Paarl EastTiger Community
Projects (Paarl SSC)
handed out soup in
Loverslane in the Paarl
East area on 12 August
2011. We fed more than
200 persons with soup
and bread.
p23
world
26
Supporting the Cape Town and Suburban Clothing Guild
Tiger part of Somalia relief
The Clothing Guild is one of the
oldest Welfare Organisations
operating in Cape Town.
Their focus is collecting new, warm clothing
and blankets which are distributed to the
underprivileged through nearly 40 non-profit
organisations throughout the Peninsula.
This year the Grains Division, with Steve
Hagan’s assistance, became involved. Cash
donations from Albany Bellville and the staff at
Jungle Maitland were received with donations of
garments from TBFS, Jungle Maitland and Grains
Independent staff. We were able to hand in 224
new garments from Tiger Brands and TBFS at the
drop-off point for distribution.
The final count of items collected around
Cape Town was a whopping 26 473.
Thank you Team!
At Tiger Brands we safeguard our
integrity
All 26 473 new, colourful garments collected and
donated to 39 charity organisations. Stephan Maritz and Firosa Khan handing over the 224
items donated from Tiger Brands and TBFS.
Tiger Brands answered a call from the aid group, Gift of the Givers (GoG), to corporate South Africa to supply essential foods and anti-malaria medication to the starving people in Somalia.
Businesses represented by Interactive Africa and
supported by Comair, Nando’s, Absa, Sanlam,
Tiger Brands, Foodcorp, ABI and others, sponsored
a flight and 10 tons of supplies that went to the
capital Mogadishu on 12 August. A sixth flight
delivering 18 tons of supplies left on Monday
15 August. The latest consignment brings to
112 tons the total aid delivered to Somalia in
a two-week period with six aircraft from South
Africa. The SA National Defence Force (SANDF)
delivered the supplies for free.
“South African generosity has exceeded all limits”,
says Dr Imtiaz Sooliman, GoG founder.
The UN has estimated
that 3.7 million
people, nearly
half the Somali
population,
have been
affected by drought-
induced famine in addition
to insecurity.
The famine has now
affected 12.4 million people
in Djibouti, Ethiopia, Kenya
and Somalia.
Lead a life of IntegrityFollow the Paradoxical Commandments by Dr Kent M. Keith
People are illogical, unreasonable and self-centered.
love them anyway
If you do good, people will accuse you of selfish,
ulterior motives.
Do good anyway
If you are successful, you win false friends and true
enemies.
Succeed anyway
The good you do today, will be forgotten
tomorrow.
Do good anyway
Honesty and frankness will make you vulnerable.
Be honest and frank anyway
The biggest men and women with the biggest
ideas can be shot down by the smallest men and
women with the smallest minds.
Think big anyway
People favour underdogs but follow only top dogs.
Fight for a few underdogs anyway
What you spend years building may be destroyed
overnight.
Build anyway
People really need help but may attack you if you
do help them.
Help people anyway
Give the world the best you have and you’ll get
kicked in the teeth.
Give the world the best you have anyway
http://www.paradoxicalcommandments.com
28
integrity
29
Integrity andits personality
To begin with, lets define integrity. It means
making the correct choice when faced between
right and wrong. It is the adherence to moral and
ethical principles, and is often linked with honesty.
In simpler terms what you say is what you do,
even when no-one is looking.
The difference between the honesty and
integrity can be explained as follows. Integrity
means that you adhere to a moral conviction or
code of honour, that won’t allow you to do certain
things that you feel, would debase you. Honesty
means that whatever you’ve done, good or bad,
you speak the truth about it.
Given the explanations above, the bottom-
line is that without integrity, individuals are
untrustworthy. Integrity is such an important
characteristic to have as it filters to all aspects of
life, from your relationships, to your children, to
work.
When we commit to integrity, we empower
and free ourselves. Not being mocked or rejected
by others, we do what we believe is right. The
rewards for doing so are many and include greater
self-confidence and courage. Don’t be afraid to be
different. How can we be ourselves unless we are
unlike others?
In relationships, be it a marriage or friendship,
integrity brings honesty and respect which builds
trust, confidence and love.
At work, integrity forms a very important
part of the corporate culture. Without this trait,
companies will ultimately fall. Scandals and scams
will occur if individuals act without integrity
and honesty. Tasks become duties to those who
embrace integrity. In the workplace, they don’t
‘put in time’, but cheerfully carry out their
responsibilities; they don’t engage in destructive
gossip, but build confidence, teamwork and
morale; they don’t abuse their privileges, but
respect their employer’s property and reputation.
If you have personal integrity, you will earn
trust and respect. Your reputation will be a good
one because you are reliable and responsible. A
reliable and responsible person is an asset to any
company. Be that asset.
What does integrity really mean?
