Tiger Brands Partners with Kota Festival Tour to Boost Township Economies

In an exciting move for South Africa’s township economy, Tiger Brands has stepped in as the title sponsor for the Kota Festival Tour, aiming to amplify the success of the informal sector and create new job opportunities over the next three years. The partnership highlights the growing importance of local brands working together to drive positive change while also contributing to the community’s economic development.

Celebrating South Africa’s Beloved Kota

The Kota, a local street food staple, is at the heart of this unique festival. Known for its rich flavors and creativity, the kota is a beloved part of South Africa’s culinary culture. It’s no surprise that the Kota Festival Tour, launched in Gauteng in 2023, has become an iconic event, celebrating the essence of South African street cuisine. The tour’s focus is not just on showcasing this delicious food but also on creating opportunities for local entrepreneurs and empowering communities to grow economically.

Job Creation and Economic Growth

One of the standout aspects of this partnership is its focus on creating over 2,000 job opportunities across South Africa. This initiative promises to invigorate the township economy, offering individuals a chance to engage in meaningful, entrepreneurial work. Tiger Brands, with its wide-reaching influence and resources, has committed to driving growth and prosperity within the informal sector—where many South Africans find their livelihood.

But there’s more to it than just job creation. The partnership will also provide business skills training to vendors and festival organizers through Tiger Brands’ Enterprise and Supplier Development support. This education is vital for helping informal market vendors build sustainable, profitable businesses that can thrive in their local communities.

A Model of Collaboration and Authenticity

Lorraine de Graaff, the marketing director at Albany (Tiger Brands’ premium bread brand), emphasized that the partnership is about more than just promoting a product. She explained, “Albany is all about authenticity. We celebrate the single mom, the young single guy, and everyday South Africans working hard to make a life for themselves—people whose lives may not be picture-perfect but who trust Albany to deliver real, wholesome meals.”

It’s this authenticity that aligns perfectly with the values of the Kota Festival, which focuses on bringing people together through food, fun, and the shared experience of community spirit.

Maintaining Affordability While Growing the Business

There’s always a concern when big brands partner with local initiatives: will the prices rise, and will the smaller businesses suffer as a result? In the case of the Kota Festival Tour, the partnership aims to grow businesses without making things unaffordable for consumers. The goal is to increase exposure and reach a wider audience without compromising the core values that make the kota a beloved and accessible dish.

Tiger Brands is working to ensure that the success of this initiative does not come at the expense of local vendors or consumers. By expanding the festival nationwide, they’re helping local entrepreneurs scale up their operations while maintaining the affordability and accessibility of their products. As Lorraine de Graaff puts it, “Getting recognized doesn’t mean increasing prices. It means growing your business to a bigger audience.”

Strengthening the Informal Trade

In addition to job creation and business training, Tiger Brands is also enhancing its footprint in the local informal trade. With an eye on reaching 130,000 outlets such as spaza shops and mini-superettes across the country, the company has already successfully established a presence in over 90,000 stores. This expansion underscores Tiger Brands’ commitment to supporting local communities and businesses while creating a more inclusive economy.

A Partnership for Taste and Quality

Beyond its focus on job creation and economic empowerment, the Kota Festival Tour is also about celebrating South African food culture. To enhance the taste experience at the festival, Albany has partnered with All Gold, South Africa’s leading tomato sauce brand.

Angel Musoni, the marketing director at All Gold, expressed, “For more than 100 years, All Gold has been enjoyed by South Africans and beyond the country’s borders because it is crammed full of goodness. No kota is complete without All Gold Tomato Sauce for a great taste experience.” This partnership between two iconic South African brands further elevates the festival and underscores the importance of quality ingredients in creating the perfect kota.

Looking Ahead: A Future of Growth and Opportunity

As the Kota Festival Tour continues to expand across South Africa, it represents much more than just a food celebration. It is a beacon of opportunity for local entrepreneurs, job seekers, and township economies. With Tiger Brands as its primary sponsor, the festival is set to bring communities together, create jobs, and help businesses thrive. It is a powerful example of how collaboration between big brands and local initiatives can have a lasting, positive impact on South Africa’s informal economy.

In the end, this partnership exemplifies a crucial message: businesses can grow, reach larger audiences, and create prosperity without raising prices or compromising their authenticity. It’s about building a sustainable future for South Africa’s entrepreneurs and consumers alike.