The UK and South African Governments have combined to help a small UK company bring the true taste of South Africa to the UK with the launch of the Something South African brand in the UK at the BBC Good Food Show next week.

Building on the UK government’s trip to South Africa this year RPM Ltd, a UK based food marketing agency, was looking at unique new foods for the UK that could help to continue to grow the already fast growing Afro-Caribbean food sector and found that despite a huge ex-pat presence in the UK South African foods were almost invisible apart from a few specialist shops.

‘South African Food has so many positives to become established as a strong ethnic food taste due to a whole range of reasons that made the Something South African brand a very attractive proposition.’ explained RPM’s MD, Gareth Eyles-Owen.

‘The Rainbow Nation’s food is so diverse with a range of cultures mixing milder tastes that suit a European pallet with local hot and spicy tastes. This gives South African food a strong taste based appeal with more ‘spicy’ food being one of the key UK food developments of the last decade. In particular the South African love of curry and barbecues resonates well in the UK. In addition there are over half a million South African ex pats based in the UK making it the largest South African community outside of South Africa itself and gives the Something South African brand an instant base of potential brand advocates.’

Finally, the Something South African brand uses small and medium sized food producers in South Africa with all the contracts agreed on a fair trade basis ‘The South African Government are supporting initiatives like this as they are helping deliver labour intensive lower skilled jobs that will help South Africa solve some of its key areas of unemployment as well as local wealth creation without relying on state or international aid.’ Added the South African Trade Attaché Yusuf Timol.

In addition, The UKTI via Lord Green have been active in helping to bring the brand initiative to the notice of some of the major retailers who have active policies towards Africa and fair trade such as the Co-operative Food Group and Waitrose.

RPM MD, Gareth Eyles-Owen also highlighted marketing support.

‘We will kick off the Something South African brand in the UK at the BBC Good Food Show where we will be sampling the brand with up to 40,000 people. Then in the New Year we will be inviting Deli owners in and around London to come to South Africa House in Trafalgar Square for a Southern launch courtesy of the SA Government.’

‘On the marketing side we will be using NPD and pricing combined with social media. Utilising our database of South African Ex Pats we will encourage them to invite UK friends to ‘Taste Of The Rainbow Nation’ were we are giving away free food for up to 10,000 South African Food Nights across the UK.’

‘With the correct PR and marketing support it is hoped the Something South African brand can establish itself in the UK and help fuel growth in this already high interest ethnic sector even further.’ Said Eyles-Owen

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For further Information Contact Gareth Eyles-Owen on 01372 468448 or 07947 055870