Local company donates to Project Rhino
The funds were raised through the sales of their limited-edition Ruby the Rhino Fun Time Kids' Wash.
HILLCREST company, Pure Beginnings, donated R40 000 to Project Rhino KZN.
The funds were raised through the sales of their limited-edition Ruby the Rhino Fun Time Kids’ Wash. The South African organic baby and children’s skincare brand sold 4 000 units of the product to South African consumers through their retail network, which includes Baby City, BabiesRUs,Wellness Warehouse and independent health and wellness stores.
“We have had an overwhelming response to the Limited Edition Project Rhino Kids’ Wash”, said Bruce Moore-Gordon, owner of Pure Beginnings. “It is really reassuring for us as a business that our consumers not only care about their children and the products they use, but are also looking at supporting important environmental and conservation initiatives.”
The product was launched by the brand in November last year after Bruce and Kate Moore-Gordon, the husband and wife couple who own the brand, felt that due to the increase in popularity of the brand, they were now in a position to be able to use Pure Beginnings as a vehicle to not only give back financially, but reach a wide audience of children and families to educate and raise awareness about preserving and caring for the rhinos.
With a passion for the African bushveld and wildlife and frequently spending time in game reserves of KZN with their two sons, they felt passionate about rhino conservation in KZN, which lead them to Project Rhino KZN.
Pure Beginnings chose Project Rhino’s Youth Education programme, called Rhino Art, as the beneficiary project for the donation, which focuses on education, awareness and empowerment of the youth.
“These are all values which we as a brand feel very strongly about. We also feel this programme is where our donation will have maximum impact,” said Moore-Gordon.
The programme works in rural schools in KZN, especially those bordering the game reserves, as well as in countries such as Vietnam to educate the youth on the importance of biodiversity and rhino conservation, in a way that is meaningful to the children.
It involves local communities that are at times silent witnesses to the rhino poaching war, increases conservation awareness among the youth and adds to the groundswell of public support needed to end rhino poaching and other wildlife crimes.
Sheelagh Antrobus from Project Rhino KZN said they really appreciate the support of a local, home-grown KZN family business.
“It means a huge amount to us and as an organisation funded predominantly by individuals, the support of companies such as Pure Beginnings is hugely valuable,” she said.
