Shoprite partners with SA Canegrowers and prioritises selling only locally-produced sugar
24 January 2022
The Shoprite Group have partnered with SA Canegrowers on its Home Sweet Home campaign to encourage South African consumers to buy locally-produced sugar.
This partnership will see the Shoprite Group, which is Africa’s largest retailer, prioritising selling only locally-produced sugar in its 1 189 Shoprite, Checkers, Checkers Hyper and Usave supermarkets in South Africa, and promoting the Home Sweet Home campaign to its customers.
SA Canegrowers launched its Home Sweet Home campaign on 9 December 2020 with the aim of educating consumers about the threats the local industry is facing when it comes to the influx of cheap sugar imports and to encourage them to buy locally-produced sugar in order to safeguard rural jobs.
In January 2022, the Shoprite Group have rolled out in-store advertising in the sugar aisles of all their stores that encourages consumers to buy local sugar. Given Shoprite’s extensive footprint, the partnership is a significant development for South African canegrowers and the one million people they support. Its involvement will enable the Home Sweet Home message of buying local sugar to reach more consumers and help protect South African jobs and livelihoods.