Cane growers urge consumers to buy local

Sugar cane growers who have been plunged into survival mode as a result of several challenges facing the industry, are pleading with consumers to buy locally.

SA Canegrowers’ Association said it has relaunched the third phase of its Home Sweet Home campaign which seeks to educate consumers about the sector and encourage them to buy locally-produced sugar.

“The campaign represents a symbol of hope for the future of an industry in severe distress, and the one million livelihoods dependent on it,” said SA Canegrowers chairperson Andrew Russell.

“Critical to the survival of the sector are consumers purchasing locally-produced sugar instead of imported sugar also sold in many supermarkets.

“This is why SA Canegrowers launched its Home Sweet Home campaign – to educate South Africans about the threat of imports, which could cost our sector over R2-billion a year, and the critical importance of checking the backs of sugar bags to ensure they are buying sugar produced by local growers,” he said.

The initial phase of the campaign focused on the use of billboards in KZN and Gauteng.

This was followed by alliance-building across the sector, with Proudly South African and the Shoprite Group partnering with SA Canegrowers to reach consumers.

“With phase three, SA Canegrowers is taking Home Sweet Home to the next level, using digital platforms to build a community of South Africans who are committed to the sustainability of our rural communities and cane growing areas.

“This phase of the campaign will be launched alongside a digital campaign pledge, inviting South Africans to join us as we fight to save the one million livelihoods the industry supports. The pledge can be found at www.SaveOurSugar.org.za,” said Russell.

HAVE YOUR SAY