Tiger Brands enhancing sustainability of small, black-owned businesses as part of company’s expansion into informal sector
Two emerging black-owned enterprises have been assisted in growing their presence in the local township economy through Tiger Brands’ business support and market access initiative.
Local start-up creative agencies, Bloodline and Barcode, are the recipients of a Tiger Brands Enterprise Supplier Development business support and mentorship package designed to help grow informal businesses into sustainable entities. The businesses were also provided with access to market, after Tiger Brands contracted the agencies to brand 50 spaza store walls in Tembisa, Alexander and Soweto, with bold murals serving as attractive township billboards, showcasing some of South Africa’s best-loved brands manufactured by the company.
“Through targeted support and market access initiatives, we are working to ensure these enterprises thrive and that we contribute meaningfully to economic transformation,” says Maanda Milubi, Enterprise and Supplier Development Director, Tiger Brands.
From left: Retired Tiger Brands Chief Corporate Affairs and Sustainability Officer, Mary-Jane Morifi; Bloodline, Kgaogelo Matsepane; Barcode, Kenneth Mhlongo; and Tiger Brands Enterprise and Supplier Development Director, Maanda Milubi.
South African marketing agency Mega-vision was appointed to mentor the two smaller agencies, helping them to execute high-quality wall murals, improve professional skills, and enhance their business operations and capabilities.
“The emerging agencies received comprehensive skills training in financial management, client liaison, relationship building, and operational process improvement. We have equipped them with digital business tools such as laptops, printers, and cameras, to enhance their operational efficiency and capabilities,” says Milubi.
The store branding initiative is a key element of Tiger Brands’ township economy route-to-market strategy, designed to enhance its presence and visibility across 130 000 targeted general trade outlets over the next five years. This includes spaza stores, and mini- and midi-wholesalers. In the year that ended on 30 September 2024, Tiger Brands had reached 91 000 general trade stores under its route-to-market strategy.
More than 70% of South African households purchase groceries and other essentials through the informal sector, which contributes at least 26% of the total R716 billion South African Fast-Moving Consumer Goods market according to retail research company Trade Intelligence. Growth of this sector outpaces that of formal supermarkets.
