Marketing division/Afdeling Bemarking

Public Relations

Grain SA’s public relations strategy focused on building its networks and creating awareness of its activities during the year under review. In our belief that innovative messaging and especially consistency are important tenets of maintaining and growing the organisation, we continuously encourage information sharing among members internally and focus on strengthening networks with agricultural role players and stakeholders, externally.

Focus areas

We specifically focussed on the concepts vital to positioning the organisation through its public relations activities which can be summarised as follows:

• Differentiation – ensuring our efforts, communication offerings, service to grain producing members, issue discussions and public relation strategies make our organisation unique and different from others.
• Associations – ensuring the consequences from all communication and media activities portrayed, characterise the organisation’s strive to be involved in and consulted on, all matters relating to the wellbeing and policy environment of the industry.
• Identity – ensuring the organisation and its employees are characterised as technical experts and bold advocates in promoting the grain producer’s role in ensuring sustainable food security.
• Goodwill – ensuring the policies and actions taken by the organisations which benefited others and advanced the community interests of stakeholders are communicated to all members.

In addition to these concepts, our communication efforts further aimed to enhance Grain SA’s:

• Media management and planning
  Focussing on ongoing media liaison support to the Grain SA executive, by providing consistent and timeous feedback to members on the organisation’s priorities and progress. Planning activities also included targeted briefing sessions with media partners and communication of outcomes from the different working groups.
• Event participation and management
  Focussing on support for key events like Congress, NAMPO, the Day of Celebration and the Grain Producer of the Year, amongst others.
• Communication research and knowledge management
  Focussing on developing public relations strategies around key calendar events, providing access to background material and resources required by media stakeholders and overseeing the effective functioning of the Grain SA website.

Our public relations component embarked successfully on the following projects during the year under review:

• Providing an effective media relations service for the Grain SA executive which focuses on building and cementing relations with print and electronic media.
• Ensuring that all engagements and activities of the organisation receive appropriate exposure in both local and international media.
• Ensuring that the general public become aware of the importance of the grain producer in relation to providing food security for the country. Effective communication around the possibility of ‘food-shedding’, as stressed during Congress 2015, were also highlighted.

Media liaison played a significant role in the dissemination of information on major events as part of the Grain SA calendar. Throughout the period under review, the public relations activities focussed on maintaining close contact with media at all levels so as to ensure access to a maximum amount of information and background on issues affecting the grain producer.

Our achievements

• Continuing to build on the success of hosting members in the new Grain SA Member’s Hall and exhibition area at NAMPO – visually displaying and showcasing all the represented commodities’ origins and uses.
• Integrating communication efforts to underpin all our interactions with each of our stakeholder groups as we worked to improve the quality of our conversations and the relevance of the information that we shared.
• Successfully continued to engage with the national, provincial and local Departments of Agriculture, Forestry and Fisheries highlighting the role grain producers play to ensure sustainable food production.
• Endeavoured to create opportunity for discussion and engagements with stakeholders around important topics in the agricultural environment.
• Interacting with stakeholders at various exhibitions and workshops during the course of the year.
• Further growing and successfully utilising social media platforms to inform members and the public of Grain SA’s activities and the importance of agriculture.

Grain SA used various platforms to reach our members and stakeholders

Openbare Betrekkinge

Graan SA se openbarebetrekkinge-strategie fokus steeds op die bou van netwerke en die skep van bewustheid van sy aktiwiteite gedurende die oorsigjaar. Omdat ons oortuig is dat innoverende boodskappe en veral konsekwentheid belangrike beginsels is om die organisasie in stand te hou en te laat groei, moedig ons lede deurlopend en aktief aan om inligting intern te deel en fokus ons daarop om netwerke met landbourolspelers en -belanghebbendes ekstern te versterk.

Fokusareas

Ons het spesifiek gefokus op die konsepte wat noodsaaklik is om die organisasie deur middel van sy openbarebetrekkinge-aktiwiteite te posisioneer. Hierdie konsepte kan soos volg opgesom word:

• Differensiasie – versekering dat ons pogings, kommunikasie-aanbiedings, diens aan graanproduserende lede, besprekings van kwessies en openbarebetrekkinge-strategieë ons organisasie uniek en anders as ander maak.
• Assosiasies – versekering dat die gevolge van alle kommunikasie- en media-aktiwiteite wat uitgebeeld word, die organisasie se strewe kenmerk om betrokke te wees by en geraadpleeg te word oor alle sake wat op die welstand en beleidsomgewing van die bedryf betrekking het.
• Identiteit – versekering dat die organisasie en sy werknemers uitgebeeld word as tegniese kundiges en sterk voorstanders om die graanprodusent se rol in die versekering van volhoubare voedselsekuriteit te bevorder.
• Welwillendheid – versekering dat die beleide en optrede van die organisasie waarby ander baat en wat die gemeenskapsbelange van belanghebbendes bevorder het, aan alle lede gekommunikeer word.

Benewens hierdie konsepte was ons kommunikasiepogings verder gemik die verbetering van Graan SA se:

• Mediabestuur en beplanning
  Ons fokus op deurlopende mediaskakelingsondersteuning aan die Graan SA-hoofbestuur deur konsekwente en tydige terugvoer oor die organisasie se prioriteite en vordering aan lede te verskaf. Beplanningsaktiwiteite het ook gefokusde inligtingsessies met mediavennote en die oordra van uitkomste van die verskillende werksgroepe ingesluit.
• Deelname aan en bestuur van gebeurtenisse
  Ons fokus op ondersteuning van belangrike gebeure soos die Kongres, NAMPO, die Day of Celebration en die Graanprodusent van die Jaar-funksie.
• Kommunikasienavorsing en kennisbestuur
  Ons fokus op die ontwikkeling van openbarebetrekkinge-strategieë ten opsigte van belangrike kalendergebeure en verskaf toegang tot agtergrondmateriaal en hulpbronne wat mediabelanghebbendes benodig, en hou toesig oor die doeltreffende funksionering van die Graan SA-webwerf.

Ons openbarebetrekkinge-komponent het die volgende projekte in die oorsigjaar suksesvol aangepak:

• Verskaffing van ‘n doeltreffende mediabetrekkingediens aan die Graan SA-hoofbestuur, met die fokus op die bou en versterking van betrekkinge met die gedrukte en elektroniese media.
• Versekering dat alle ondernemings en aktiwiteite van die organisasie toepaslike blootstelling in plaaslike sowel as internasionale media ontvang.
• Versekering dat die algemene publiek bewus word van die belangrikheid van die graanprodusent ten opsigte van voedselsekuriteit vir die land. Doeltreffende kommunikasie oor die moontlikheid van “beurtkos”, soos tydens Kongres 2015 beklemtoon is, was 'n belangrike hoogtepunt in hierdie verband.

Mediaskakeling het ook ‘n belangrike rol gespeel in die verspreiding van inligting oor belangrike gebeure wat deel van die Graan SA-kalender uitmaak. Regdeur die oorsigtydperk het die openbarebetrekkinge-aktiwiteite daarop gefokus om op alle vlakke noue kontak met die media te handhaaf ten einde toegang te verseker tot ‘n maksimum hoeveelheid inligting en agtergrond oor kwessies wat die graanprodusent raak.

Ons prestasies

• Voortsetting van die suksesvolle onthaal van lede in die nuwe Graan SA-ledelokaal en uitstalarea by NAMPO – visuele uitstalling van die oorsprong en gebruik van al die kommoditeite wat Graan SA verteenwoordig.
• Integrasie van kommunikasiepogings om al ons interaksies met elkeen van ons belanghebbendegroepe te versterk in ons pogings om die gehalte van ons gesprekke en die relevansie van die inligting wat ons gedeel het, te verbeter.
• Geslaagde verdere betrokkenheid by die nasionale, provinsiale en plaaslike departemente van Landbou, Bosbou en Visserye en beklemtoning van die rol wat graanprodusente speel om volhoubare voedselproduksie te verseker.
• Pogings om geleentheid vir gesprekke en betrokkenheid by belanghebbendes te skep met die oog op belangrike onderwerpe in die landbou-omgewing.
• Interaksie met belanghebbendes by verskillende uitstallings en werkswinkels deur die loop van die jaar.
• Verdere ontwikkeling en suksesvolle benutting van sosialemedia-platforms om lede en die publiek oor Graan SA se aktiwiteite en die belangrikheid van landbou in te lig.

Graan SA het verskeie platforms gebruik om ons lede en belanghebbendes te bereik.

We

• Participated in numerous exhibitions and events during the year.
• Produced a number of thematic flyers for specific target audiences.
• Managed the bi-weekly RSG radio programme, and assisted with interviews of Grain SA Executives on various radio stations and broadcast media.
• Communicated with the media and general public through targeted media releases on our website.
• Implemented a radio campaign targeted towards English-speaking urban stakeholders that involved securing spots in an Agricultural Awareness Week campaign on 702 Talk Radio.
• Developed and implemented a focussed social media strategy to drive awareness of Grain SA’s value proposition – Grain SA’s website, Facebook, Twitter and Instagram profiles formed part of this strategy.
• Integrated a live newsfeed on our website.
• Steadily increased social media traffic by regularly updating the social media feeds with relevant and concise information and responding to enquiries timeously.
• Participated in Nation in Conversation, the highly successful actuality discussion forum broadcasted during NAMPO.
• Hosted two very successful and well-received award functions namely the Day of Celebration and Grain Producer of the Year.

We are aiming for

Continued and closer working relationships with policy makers, government departments and other agricultural partners to further improve awareness, understanding and value of Grain SA and the services it can offer to its members.

Let’s communicate

Grain SA member communication are facilitated through various channels which include a bi-weekly newsletter, ad-hoc electronic messages, news flashes and utilising social media networks.

Grain SA newsletter

The Perspective is distributed electronically every second week to members and a selected group of interested stakeholders. It aims to share information, events and important dates with members and further provide a platform to communicate industry news timeously.

Grain SA News Flash

The Grain SA News Flash is utilised to distribute important and relevant information to members. In addition it is also a channel to distribute agricultural production conditions and essential member communication.

Publications

Grain SA produce the SA Graan/Grain, a specialist monthly publication and official mouthpiece of the organisation which is regarded as one of the leading agricultural publications. The magazine is used by readers as a knowledge partner and benchmark tool for sustainability in the grain and oilseed industry. Following a longstanding partnership, Grain SA’s contract with Cape Media ended. The Harvest SA publication is now published solely by Cape Media.

In addition to its monthly magazine, Grain SA also publishes the Pula Imvula – a monthly publication, translated in seven languages aimed at developing producers. Grain SA also publishes the annual Grain Guide which contains useful contacts and reference articles on seed, implements, fertilising, integrated pest management, livestock, money and financial services, and last but not least, Grain SA information, important contacts and an updated calendar for the coming year.

Portrayed in the media

Media liaison

Grain SA uses print media channels to reach its target audiences and convey messages regarding the importance of food security and sustainable grain production to the general public. Press releases issued are fully utilised by print, broadcast and electronic media houses.

Due to the drought experienced in most of the country’s maize producing provinces, the overall published sentiment displays negatively through the reporting period (see Figure 1).

Throughout the reporting period, Grain SA’s media coverage month-on-month indicate the majority of coverage generated during March, with Congress totalling 16,05%, May, with NAMPO totalling 12,7% and November, with the drought totalling 12,02% (see Figure 2).

Ons

• Het in die loop van die jaar aan talle uitstallings en gebeurtenisse deelgeneem.
• Het ‘n aantal tema-gefokusde pamflette vir spesifieke teikengehore geproduseer.
• Het die tweeweeklikse RSG-radioprogram bestuur en met die onderhoude van Graan SA-hoofbestuurders op verskeie radiostasies en uitsaaimedia gehelp.
• Het deur gefokusde mediavrystellings op ons webwerf met die media en algemene publiek gekommunikeer.
• Het ‘n radioveldtog geïmplementeer wat op Engelssprekende stedelike belanghebbendes gefokus het deur tydens ‘n landboubewustheidsveldtog uitsaaigleuwe op 702 Talk Radio te verkry.
• Het ‘n gefokusde sosialemedia-strategie ontwikkel en geïmplementeer om bewustheid van Graan SA se waardeproposisie te bevorder – Graan SA se webwerf, Facebook, Twitter en Instagram-profiele het deel van hierdie strategie uitgemaak.
• Lewendige nuusberigte by ons webwerf geïntegreer.
• Het sosialemedia-verkeer bestendig verhoog deur gereeld die sosialemedia-terugvoering met relevante en bondige inligting by te werk en betyds op navrae te reageer.
• Het deelgeneem aan Nasie in Gesprek, die uiters suksesvolle aktualiteitsgespreksforum wat tydens NAMPO uitgesaai is.
• Het twee baie geslaagde en gewilde toekenningsfunksies, die Dag van Feesviering en die Graanprodusent van die Jaar, aangebied.

Ons mikpunt is

Voortgesette en nouer werkverhoudings met beleidmakers, regeringsdepartemente en ander landbouvennote om die bewustheid, begrip en waarde van Graan SA en die dienste wat dit aan sy lede kan bied, verder te verbeter.

Kom ons kommunikeer

Graan SA se ledekommunikasie word gefasiliteer deur verskillende kanale, wat ‘n tweeweeklikse nuusbrief, ad hoc elektroniese boodskappe, nuusflitse en die benutting van sosialemedia-netwerke insluit.

Graan SA-nuusbrief

Die Perspektief word elke tweede week elektronies aan lede en aan ‘n geselekteerde groep belangstellende belanghebbendes versprei. Die doel is om inligting en gebeure en belangrike datums met lede te deel en ‘n verdere platform te verskaf om nuus betyds aan die bedryf te kommunikeer.

Graan SA Nuusflits

Die Graan SA Nuusflits word gebruik om dringende, belangrike en relevante inligting aan lede te versprei. Hierbenewens is dit ook ‘n kanaal om landbouproduksietoestande en noodsaaklike ledekommunikasie te versprei.

Publikasies

Graan SA produseer SA Graan/Grain, ‘n spesialis maandelikse publikasie en die amptelike spreekbuis van die organisasie. Dit word as een van die voorste landboupublikasies beskou. Die tydskrif word deur lesers as ‘n kennisvennoot en meetsinstrument vir volhoubaarheid in die graan- en oliesaadbedryf gebruik. Na ‘n lang vennootskap met Cape Media het Graan SA se kontrak geëindig. Die Harvest SA-publikasie word nou uitsluitlik deur Cape Media gepubliseer.

Benewens die maandelikse tydskrif publiseer Graan SA ook die Pula Imvula – ‘n maandelikse publikasie wat in sewe tale vertaal word en op ontwikkelende produsente gemik is. Graan SA publiseer ook die jaarlikse Graangids, wat nuttige kontakte en artikels oor saad, werktuie, bemesting, geïntegreerde plaagbeheer, lewendehawe, geld en finansiële dienste en – laaste maar nie die minste nie – inligting oor Graan SA bevat, asook belangrike kontakte en ‘n bygewerkte kalender vir die komende jaar.

Uitgebeeld in die media

Mediaskakeling

Graan SA gebruik drukmedia-kanale om sy teikengehoor te bereik en boodskappe oor die belangrikheid van voedselsekuriteit en volhoubare graanproduksie aan die algemene publiek oor te dra. Persvrystellings word ten volle deur die druk-, uitsaai- en elektroniese mediahuise benut.

As gevolg van die droogte wat in die meeste van die land se mielieproduserende provinsies ervaar word, is die oorhoofse sentiment in publikasies regdeur die verslagdoeningstydperk negatief (sien Figuur 1).

Regdeur die verslagtydperk dui Graan SA se maand-tot-maand-mediadekking daarop dat die meerderheid van die dekking gegenereer is in Maart, met die Kongres wat 16,05% uitmaak, in Mei, met NAMPO wat 12, 7% uitmaak, en in November, met die droogte wat 12,02% uitmaak (sien Figuur 2).

Further, Grain SA’s potential viewership accumulated to a combined 52,69 million over 12 months (see Figure 3) with the majority of coverage generated by ‘Grain SA’ mentions, followed closely by Grain SA Executives quoted in the media (see Figure 4).

Graan SA se potensiële kykers het verder oor 12 maande tot ‘n gekombineerde 52,69 miljoen toegeneem (sien Figuur 3), met die meeste van die dekking wat gegenereer is deur melding van Graan SA, gevolg deur Graan SA se uitvoerende amptenare wat in die media aangehaal is (sien Figuur 4).

In comparison to other mainstream agricultural talking trends, Grain SA performed exceptionally well on a month-to-month basis (see Figure 5).

Vergeleke met ander hoofstroom-landbougesprekstendense het Graan SA op ‘n maand-tot-maandgrondslag buitengewoon goed presteer (sien Figuur 5).

In the local press, Grain SA’s publication word cloud (see Figure 6) as well as the word cloud of the Grain SA Executive, interestingly contains mainly English keywords for the reporting period (12 months), indicating that our targeting of especially English media platforms to promote the organisation to other non-traditional target audiences, is succeeding.

Interessant genoeg bevat Graan SA se publikasiewoordwolk (sien Figuur 6) en dié van die Graan SA-hoofbestuur in die plaaslike pers hoofsaaklik Engelse sleutelwoorde vir die verslagtydperk (12 maande), wat daarop dui dat ons fokus op veral Engelse mediaplatforms om die organisasie by ander nietradisionele teikengehore te bemark, wel slaag.

Print Media
Grain SA increased its print media presence and the overall clip count went up by 1 052 monitoring units, or as a 100% difference from 1 January 2015 to 31 December 2015 compared to 1 January 2014 to 31 December 2014. Daily newspapers contributed to 31% of the print media followed by consumer magazines with 25% of the coverage (Figures 7 and 8).

Gedrukte media
Graan SA het sy drukmediateenwoordigheid vergroot en die oorhoofse getal knipsels het met 1 052 moniteringseenhede toegeneem – ‘n 100%-verskil vanaf 1 Januarie 2015 tot 31 Desember 2015 vergeleke met 1 Januarie 2014 tot 31 Desember 2014. Daaglikse koerante het 31% van die dekking in die drukmedia uitgemaak, gevolg deur verbruikerstydskrifte met 25% van die dekking (Figuur 7 en 8).

Broadcast Media
Grain SA substantially increased its broadcast presence and the overall clip count went up by 785 monitoring units, or as a 100% difference from 1 January 2015 to 31 December 2015 compared to 1 January 2014 to 31 December 2014. Radio contributed to 71% of the broadcast media coverage and television the remaining 29%. (Figures 9, 10 and 11).

Uitsaaimedia
Graan SA het sy uitsaaiteenwoordigheid vergroot en die oorhoofse getal knipsels het met 785 moniteringseenhede toegeneem – ‘n 100%-verskil vanaf 1 Januarie 2015 tot 31 Desember 2015 vergeleke met 1 Januarie 2014 tot 31 Desember 2014. Radio-uitsendings het 71% van die uitsaaimediadekking behels, en die televisie die oorblywende 29%. (Figure 9, 10 en 11).

Individual print and broadcast media for the period 1 January 2015 to 31 December 2015 shows that print Advertising Value Equivalency (AVE) has increased to R32,424,130, broadcast AVE has increased to R22 369 152 and online increased to R255 618. The total combined AVE for 1 January 2015 to 31 December 2015 was R55 048 900. (Figure 12).

Individuele druk- en uitsaaimediasyfers vir die tydperk van 1 Januarie 2015 tot 31 Desember 2015 toon dat advertensiewaarde-ekwivalensie (AVE) tot R32 424 130 gestyg het, uitsaai-AVE het tot R22 369 152 gestyg en aanlyn AVE tot R255 618. Die totale gekombineerde AVE vir 1 Januarie 2015 tot 31 Desember 2015 was R55 048 900. (Figuur 12).

Social media
Grain SA further developed and expanded its social media communication capability. The social media strategy, describing how Grain SA should communicate online, to whom and when, were fine-tuned as the year progressed. The strategy mainly focusses on increasing exposure, traffic, engagement, develop loyalty and grow partnerships. The use of social media for an organisation builds communities for increased loyalty and communication between members, with various studies indicating that social media is the most popular activity online.

Using social media within the organisation is done to mainly foster dialogue, optimise public relations and marketing initiatives, and build brand awareness by exposing the brand to new people and increase engagement.

Our social media objectives:

• Information transfer – engage with members in a direct, personal manner to share news and market information.
• Community building and engagement – network without barriers and constraints.
• Brand awareness and reputation management – monitor forums and conversations and measure content exposure.
• Education – educating the general public on Grain SA’s service offerings, mission, vision, values and principles.
• Search engine optimisation – building a far-reaching online presence by simplifying content sharing between our target audience and their networks.

During the year under review, activity on the @GrainSA Twitter account increased substantially from 253 during the previous reporting period, to 1,682 currently. In addition to tweeting during all major Grain SA events, such as Congress, NAMPO and Agri Mega, the account is also used to disseminate daily market reports and fuel reports.

The Grain SA Facebook page’s following has more than doubled during the year under review, increasing from 1,000 followers during December 2014, to 4 828 as of 1 December 2015. This platform is more popular and members interact with the organisation and fellow community members on a daily basis. With the integration of the Grain SA YouTube channel, cross-sharing between the social media platforms are simplified. Grain SA also established an Instagram account, which attracted 942 followers.

Public relations

In its endeavours to expand and promote the image of agriculture, liaison with individuals and groups with an interest in the organisation’s affairs, such as politicians, civil servants and trade associations remained a top priority. Grain SA, throughout the reporting period, attempt to engage these stakeholders, including especially the Ministries of Agriculture, Forestry and Fisheries, Rural Development and Land Reform, Science and Technology and Trade and Industry, to explain organisational policies and views on public policy issues. This is done, through the Grain SA Executive, in order to assist government entities in laying down better policy and legislation by providing statistical and factual information on issues which could impact upon the organisation’s members’ ability to operate successfully. Coupled with continuous cooperation between the CEO’s office and the Ministry, as well as other organised agriculture bodies, provide Grain SA with ample opportunity to further promote the interest of our grain producers and the image of the agricultural sector.

Which events did we host?

Grains SA hosted various events and leveraged the opportunity to communicate and network with the media, government representatives, suppliers and the public at large.

NAMPO Harvest Day

Grain SA members, already familiar with the facilities of the ‘new’ members’ hall visited the NAMPO Harvest Day amid prevailing dry and difficult conditions on the farm. The 2015 Harvest Day also saw the introduction of a new electronic ticketing system. The members’ hall, equipped with multiple screens broadcasting the popular Nation in Conversation dialogue as well as the live Safex feed, keep members up to date with what is happening on the NAMPO grounds as well as in the markets. The Nation in Conversation platform, hosted by economist Theo Vorster, focussed on labour, land reform, resources and technological integration in the agricultural sector.

The Grain SA exhibition was once again a showcase of the work of the organisation and interested parties and several school children could get an overview of the country's grain production activities as well as a visual display of what is happening with our grain in terms of domestic consumption and exports. The exhibition encompassed among others, Grain SA’s industry services, farmer development and marketing activities and created a lot of interest amongst the various visitors.

Day of Celebration and Grain Producer of the Year

Grain SA celebrated the successes of its grain producers during two prestigious celebratory events, held in Bloemfontein and Midrand on 1 October 2015 and 16 October 2015 respectively. These events attended by all stakeholders, offer Grain SA the opportunity to honour the development, growth and achievements of its emerging and commercial grain producers. The development and accomplishments of upcoming grain producers are of utmost importance to the organisation and the Day of Celebration is an opportunity to celebrate farmer development, recognise excellence in the field and above all, acknowledge transformation in grain production.

The 2015 Grain SA/ABSA/John Deere Financial New Era Commercial Farmer of the Year was awarded to Solomon Masango from Carolina in Mpumalanga. And, for the first time in the history of the competition, Masango won a John Deere 5403 MFWD tractor sponsored by John Deere Financial in partnership with ABSA. Masango farms on Brakspruit belongs to the Ubuhle Uyazenzela CPA. Joining the Grain SA Farmer Development Programme in 2012 and the Carolina study group in 2014, Masango planted 150 ha of maize, increasing his average yield from 3,5 t/ha to 6 t/ha in the past year and planted 200 ha of soybeans with an average yield of 1,5 t/ha. Overjoyed on learning he won, Masango thanked the Lord and his wife of 15 years for the support and encouragement. ‘All the other jobs that I have done before becoming a farmer, was just the start of my career, and where I am now, lies my passion,’ Masango said. The other finalists in this category were Vuyani and Lungelwa Kama from Maclear and Maseli Letuka from Kestell.

The 2015 Grain SA/Syngenta Smallholder Farmer of the Year was awarded to Daliwonga Nombewu from Mthatha. Following a career as a taxi driver, Nombewu developed an interest in farming and joined a Grain SA study group called Siyakhula Gxididi Maize Project and attended various training courses. Nomwebu planted 13 ha of maize and is expecting an average of 4,5 t/ha. The other finalists in this category were Salphanius Motswenyane from Lichtenburg and Lawrence Mtsweni from Nigel.

The 2015 Grain SA/ABSA Subsistence Farmer of the Year was awarded to Ngubengcuka Christian Moyo from Maclear. Realising he can make a living through farming, Moyo left his job at the Department of Agriculture, Forestry and Fisheries and started his farming career in 2008 on communal land. Ngubengcuka planted 2,5 ha of maize on dryland. Implementing no-till practices from the 2013/2014 planting season, he believes that tractors and implements destroy his lands and plants by hand. The other finalists in this category were Jabulani Abednego Mbele from Winterton and Musawenkosi David Ntombela from Bergville.

In addition to these awards, Grain SA also used the opportunity to honour Dr Julian Jaftha, Chief Director: Plant Production and Health in the Department of Agriculture, Forestry and Fisheries, with the 2015 Grain SA Inspiration Award, in appreciation of his continuous contributions to the grain industry, excelling to achieve extraordinary results and inspiring the industry to be more competitive in its commitment to excellence. Dr Jaftha has assisted Grain SA with various issues regarding production, inputs and regulatory aspects, such as reviewing the pre-breeding wheat platform, as well as ensuring the farmers’ privileges remain in the Plant Breeders Rights Act.

Agri Mega 2015

The Grain SA members’ tent at this year’s event, albeit smaller, had loads of hospitality to offer members. Over and above the informal networking opportunities, Grain SA in cooperation with Standard Bank, hosted the popular grain debate with this year’s topic asking: ‘How can we increase the production of wheat in the Cape Province as well as in South Africa?’ with panel members consisting of representatives of Overberg Agri, Bester Feed and Grain and Tiger Brands.

Other events

In addition to these events, Grain SA further participated in the following events and charity drives:

• Senwes Future Focus
• 67 Minutes for Mandela Day
• African Farmer’s Expo
• Agri SA Workshop

Supporting marketing initiatives

Marketing communication

In support of stakeholder and member engagement interventions, various branding materials and corporate gifts were produced and distributed to targeted audiences. The majority of marketing communication elements are distributed as gifts with selected items used during promotional activities.

Being online

Website

Grain SA continued to utilise its website to effectively communicate electronically with its members, stakeholders and the general public. The website contents is updated continuously and articles and press releases on the work Grain SA is doing, including how it collaborates with government, academic and public structures are publicised. The Grain SA website is maintained on a daily basis with information reviewed regularly in support of communication strategies.

Measuring performance

Monitoring and evaluation

In order to ensure the relevance of the public relations activities, monitoring and evaluation of all marketing communication activities and initiatives are ongoing. Grain SA monitors its media mentions as well as those of its Executive on a daily basis, providing the opportunity to respond where necessary, and to keep abreast of local and international news.

Grain SA’s focus remains to add value to producers’ farming activities. On a macro level Grain SA is actively working to exploit export markets and influence the input and production environment to ensure the sustainability of grain production. One of the biggest challenges for Grain SA is to make some of the benefits producers enjoy available exclusively to fully paid-up members. The future focus lies in negotiating exclusive benefits for members in order to increase the percentage of contributing producers, which will make the South African grain producer’s voice so much stronger.

Grain SA thanks every member for their contribution to an organisation that plays a critical role in the sustainability of grain production in South Africa!

Commodity levy

We would like to thank members of Grain SA who regularly paid their levies over the past year. The levy income remains the most important and also the biggest source of income to Grain SA. The 2014/2015 marketing year produced a big crop and Grain SA used the opportunity to replenish the reserves after a material surplus on the levy fund. We assure members that any surpluses are employed for dry years like the 2015/2016 season.

Membership of Grain SA

The constitution of Grain SA makes provision for commercial as well as study-group members. In terms of the constitution, membership for commercial members is subject to the payment of a commodity levy per ton on all grain produced, with a minimum amount of R1 000 plus VAT payable for full membership.

Sosiale media
Graan SA het sy sosialemedia-kommunikasievermoë verder ontwikkel en uitgebrei. Die sosialemedia-strategie beskryf hoe, met wie en wanneer Graan SA aanlyn moet kommunikeer en is in die loop van die jaar verder verfyn. Die strategie fokus hoofsaaklik daarop om blootstelling te verhoog, lojaliteit te ontwikkel en vennootskappe te verstewig. Die gebruik van sosiale media vir ‘n organisasie bou gemeenskappe vir groter lojaliteit en kommunikasie tussen lede, met verskillende studies wat aandui dat sosiale media die gewildste aktiwiteit aanlyn is.

Sosiale media word in die organisasie gebruik hoofsaaklik om dialoog aan te moedig, openbarebetrekkinge- en bemarkingsinisiatiewe te optimaliseer en handelsmerkbewustheid te bou deur die handelsmerk aan nuwe mense bloot te stel en betrokkenheid te verhoog.

Ons sosialemedia-doelwitte:

• Inligtingoordrag – raak op ‘n direkte, persoonlike manier by lede betrokke om nuus en markinligting te deel.
• Gemeenskapsbou en -betrokkenheid – vorm netwerke sonder versperrings en beperkings.
• Handelsmerkbewustheid en reputasiebestuur – moniteer forums en gesprekke en meet inhoudblootstelling.
• Opvoeding – voed die algemene publiek op oor Graan SA se diensaanbiedings, missie, visie, waardes en beginsels.
• Soekenjinoptimalisering – bou ‘n verreikende aanlyn teenwoordigheid deur die deel van inligting tussen ons teikengehoor en hulle netwerke te vereenvoudig.

In die oorsigjaar het aktiwiteit op die @GrainSA Twitter-rekening aansienlik toegeneem vanaf 253 volgelinge in die vorige verslagtydperk tot 1 682 tans. Benewens twiets tydens alle groot Graan SA-geleenthede soos die Kongres, NAMPO en Agri Mega, word die rekening ook gebruik om daaglikse markverslae en brandstofverslae te versprei.

Die Graan SA Facebook-bladsy se getal volgelinge het in die oorsigjaar meer as verdubbel, vanaf 1 000 volgelinge in Desember 2014 tot 4 828 op 1 Desember 2015. Hierdie platform is meer gewild en lede bly op ‘n daaglikse grondslag met die organisasie en medegemeenskapslede in verbinding. Met die integrasie van die Graan SA YouTube-kanaal word die deel van inligting tussen die sosialemedia-platforms vereenvoudig. Graan SA het ook ‘n Instagram-rekening gestig, wat 942 volgelinge het.

Openbare betrekkinge

In ons pogings om die beeld van landbou te verbeter en bevorder, het skakeling met individue en groepe met ‘n belang by die organisasie se sake soos politici, staatsamptenare en handelsverenigings ‘n topprioriteit gebly. Graan SA het regdeur die verslagtydperk gepoog om hierdie belanghebbendes, veral die ministeries van Landbou, Bosbou en Visserye, Landelike Ontwikkeling en Grondhervorming, Wetenskap en Tegnologie en Handel en Nywerheid, te betrek om die organisasie se beleid en sienings oor openbare beleidskwessies te verduidelik. Die Graan SA-hoofbestuur doen dit om regeringsentiteite te help om beter beleid en wetgewing te formuleer deur statistiese en feitelike inligting te verskaf oor kwessies wat ‘n impak kan hê op die vermoë van die organisasie se lede om suksesvol te boer. Dit, tesame met die deurlopende samewerking tussen die uitvoerende hoofbestuurder se kantoor en die ministerie, asook ander liggame in georganiseerde landbou, gee aan Graan SA voldoende geleentheid om die belange van ons graanprodusente en die beeld van die landbousektor verder te bevorder.

Watter gebeurtenisse het ons aangebied?

Graan SA het verskeie gebeurtenisse aangebied en die geleentheid gebied om met die media, regeringsverteenwoordigers, verskaffers en die algemene publiek te kommunikeer en netwerke te bou.

NAMPO Oesdag

Graan SA-lede, reeds vertroud met die geriewe van die “nuwe” ledelokaal, het die NAMPO Oesdag besoek te midde van droë en moeilike toestande op die plaas. Die nuwe elektroniese kaartjiestelsel is ook tydens die 2015 Oesdag bekend gestel. Die ledelokaal, toegerus met talle skerms wat die gewilde Nasie in Gesprek-dialoog en die lewendige Safex-uitsending uitsaai, hou lede op hoogte van wat op die NAMPO-terrein sowel as in die markte gebeur. Die Nasie in Gesprek-platform, wat deur die ekonoom Theo Vorster aangebied is, het op arbeid, grondhervorming, hulpbronne en tegnologiese integrasie in die landbousektor gefokus.

Die Graan SA-uitstalling was weer eens ‘n toonbeeld van die organisasie se werk en belanghebbendes en verskeie skoolkinders kon ‘n oorsig kry van die land se graanproduksie-aktiwiteite asook ‘n visuele voorstelling van wat ten opsigte van plaaslike verbruik en uitvoere met ons graan gebeur. Die uitstalling het onder andere Graan SA se bedryfsdienste, landbou-ontwikkeling en bemarkingsaktiwiteite ingesluit, en baie belangstelling onder die verskillende besoekers ontlok.

Dag van Feesvieringe en Graanprodusent van die Jaar

Graan SA het die suksesse van sy graanprodusente tydens twee prestigegeleenthede op 1 Oktober 2015 en 16 Oktober 2015 in Bloemfontein en Midrand onderskeidelik gevier. Hierdie gebeurtenisse, wat deur alle belanghebbendes bygewoon word, bied aan Graan SA die geleentheid om die ontwikkeling, groei en prestasies van sy opkomende en kommersiële graanprodusente te beloon. Die ontwikkeling en prestasies van opkomende graanprodusente is uiters belangrik vir die organisasie, en die Dag van Feesvieringe is ‘n geleentheid om landbou-ontwikkeling te vier, uitnemendheid in die veld te beloon, en bowenal transformasie in graanproduksie te erken.

Solomon Masango van Carolina in Mpumalanga is as die 2015 Graan SA/ABSA/John Deere Financial Nuwe-era Kommersiële Boer van die Jaar aangewys. Masango het ‘n John Deere 5403 MFWD-trekker, geborg deur John Deere Financial in vennootskap met ABSA, gewen – die eerste keer in die geskiedenis van die kompetisie dat so ‘n prys betrokke is. Masango boer op Brakspruit, wat aan die Ubuhle Uyazenzela CPA behoort. Masango het in 2012 by die Graan SA Landbou-ontwikkelingsprogram aangesluit, en in 2014 by die Carolina-studiegroep. Hy het 150 ha mielies aangeplant en het sy gemiddelde opbrengs die afgelope jaar vanaf 3,5 t/ha tot 6 t/ha verhoog, en het 200 ha sojabone geplant en ‘n gemiddelde opbrengs van 1,5 t/ha behaal. Masango was verheug oor die nuus dat hy gewen het, en het die Here en sy vrou, met wie hy al 15 jaar getroud is, vir die ondersteuning en aanmoediging bedank. “Al die ander werke wat ek gedoen het voordat ek ‘n boer geword het, was maar die begin van my loopbaan, en my passie lê waar ek nou is,” het Masango gesê. Die ander finaliste in hierdie kategorie was Vuyani en Lungelwa Kama van Maclear en Maseli Letuka van Kestell.

Daliwonga Nombewu van Mthatha is as die 2015 Graan SA/Syngenta Kleinskaalse Boer van die Jaar aangewys. Tydens sy loopbaan as taxibestuurder het Nombewu ‘n belangstelling in boerdery ontwikkel en by ‘n Graan SA-studiegroep genaamd Siyakhula Gxididi Maize Project aangesluit en verskeie opleidingskursusse bygewoon. Nomwebu het 13 ha mielies geplant en verwag ‘n gemiddelde opbrengs van 4,5 t/ha. Die ander finaliste in hierdie kategorie was Salphanius Motswenyane van Lichtenburg en Lawrence Mtsweni van Nigel.

Ngubengcuka Christian Moyo van Maclear is as die 2015 Graan SA/ABSA Bestaansboer van die Jaar aangewys. Moyo het besef dat hy ‘n bestaan uit boerdery kan maak, uit sy werk by die Departement van Landbou, Bosbou en Visserye bedank en in 2008 sy boerderyloopbaan op gemeenskaplike grond begin. Ngubengcuka het 2,5 ha mielies op droëland geplant. Hy het sedert die 2013/2014-plantseisoen geenbewerkingspraktyke geïmplementeer en glo dat trekkers en werktuie sy landerye vernietig. Hy plant met die hand. Die ander finaliste in hierdie kategorie was Jabulani Abednego Mbele van Winterton en Musawenkosi David Ntombela van Bergville.

Benewens hierdie toekennings het Graan SA ook die geleentheid gebruik om dr Julian Jaftha, Hoofdirekteur: Plantproduksie en Gesondheid in die Departement van Landbou, Bosbou en Visserye, met die 2015 Graan SA Inspirasietoekenning te vereer om erkenning te verleen aan sy deurlopende bydraes tot die graanbedryf, uitnemendheid deur middel van buitengewone resultate en inspirasie vir die bedryf om meer mededingend te wees in sy verbintenis tot uitnemendheid. Dr Jaftha het Graan SA al met verskillende kwessies ten opsigte van produksie, insette en regulatoriese sake bygestaan, byvoorbeeld die hersiening van die voortelingskoringplatform, en ook verseker dat boere se voorregte in die Wet op Planttelersregte behoue bly.

Agri Mega 2015

Die Graan SA-ledetent by hierdie jaar se geleentheid was wel kleiner, maar daar was onbeperkte gasvryheid vir lede. Bo en behalwe die informele netwerkgeleenthede het Graan SA in samewerking met Standard Bank die gewilde graandebat aangebied. Die onderwerp hierdie jaar was: “Hoe kan ons die produksie van koring in die Kaapprovinsie sowel as in Suid-Afrika verhoog?”. Paneellede het verteenwoordigers van Overberg Agri, Bester Voer en Graan en Tiger Brands ingesluit.

Ander gebeure

Benewens hierdie gebeure het Graan SA ook aan die volgende gebeure en liefdadigheidsgeleenthede deelgeneem:

• Senwes Toekomsfokus
• 67 Minute vir Mandela Dag
• African Farmer’s Expo
• SA Agri-werkswinkel

Ondersteuning van bemarkingsinisiatiewe

Bemarkingskommunikasie

Ter ondersteuning van belanghebbendes en ledebetrokkenheidsintervensies, is handelsmerkmateriaal en korporatiewe geskenke geproduseer en onder teikengehore uitgedeel. Die meeste van die bemarkingskommunikasie-elemente word as geskenke uitgedeel, met sekere items wat tydens promosie-aktiwiteite gebruik word.

Aanlynteenwoordigheid

Webwerf

Graan SA het voortgegaan om sy webwerf te gebruik om doeltreffend elektronies met sy lede, belanghebbendes en die algemene publiek te kommunikeer. Die webwerf se inhoud word deurlopend bygewerk en artikels en persvrystellings oor die werk wat Graan SA doen, insluitende hoe dit met die regering, akademiese en openbare strukture saamwerk, word gepubliseer. Die Graan SA-webwerf word daagliks bygewerk, met inligting wat gereeld nagegaan word om seker te maak dat dit kommunikasiestrategieë ondersteun.

Meting van prestasie

Monitering en evaluering

Ten einde te verseker dat openbarebetrekkinge-aktiwiteite relevant bly, word bemarkingskommunikasie-aktiwiteite en -inisiatiewe deurlopend gemoniteer en geëvalueer. Graan SA moniteer sy mediavermelding sowel as dié van die lede van sy Hoofbestuur op ‘n daaglikse grondslag, en dit verskaf die geleentheid om te reageer waar nodig en om op hoogte te bly van plaaslike en internasionale nuus.

Graan SA se fokus bly steeds om waarde tot produsente se boerdery toe te voeg. Op ‘n makrovlak is Graan SA aktief besig om uitvoermarkte te ontgin en die inset- en produksie-omgewing te beïnvloed om sodoende die volhoubaarheid van graanproduksie te verseker. Een van die grootste uitdagings van Graan SA is om sekere van die voordele wat produsente geniet, eksklusief vir volopbetaalde lede beskikbaar te maak. Die toekomsfokus lê daarin om eksklusiewe voordele vir lede te beding met die doel om die persentasie bydraende produsente te verhoog, wat die graanprodusent van Suid-Afrika se stem net soveel sterker sal maak.

Graan SA bedank elke lid vir sy/haar bydrae tot ‘n organisasie wat ‘n kritiek belangrike rol speel in die volhoubaarheid van graanproduksie in Suid-Afrika!

Bedryfsheffing

Groot dank word uitgespreek aan lede van Graan SA wat die afgelope jaar hul heffings getrou betaal het. Die heffinginkomste bly steeds die belangrikste en ook die grootste bron van inkomste vir Graan SA. Die 2014/2015-bemarkingsjaar het ‘n groot oes gelewer en Graan SA het van die geleentheid gebruik gemaak om die reserwes aan te vul na ‘n wesenlike surplus op die heffingsfonds. Lede kan verseker wees dat enige surplusse aangewend word vir droë jare soos 2015/2016-seisoen.

Lidmaatskap by Graan SA

Graan SA se Grondwet maak voorsiening vir kommersiële lede sowel as studiegroeplede. In terme van die Grondwet is lidmaatskap vir kommersiële lede onderhewig aan die betaling van ‘n bedryfsheffing per ton op alle graan geproduseer, met ‘n minimum bedrag van R1 000 plus BTW betaalbaar vir volwaardige lidmaatskap.

New-era farmers who produce grain can also become members of Grain SA by paying the study-group membership fees stipulated. Currently the study-group membership fees are R15.

Collection of levy

Levies are collected in the following ways:

• By the collection agents
  Collection agents are companies to whom grain is delivered. Grain SA concludes contracts with the organisations in which they undertake to collect levies at the first point of delivery with the agreement of the producers and to pay over these levies to Grain SA within a stipulated period. The logos of the 40 Grain SA partners appear below.
• Direct transfers
  Members can also pay their levies directly to Grain SA by way of a cheque, a bank deposit or an electronic transfer. This payment method is particularly suitable where farmers market their grain to parties who do not form part of the Grain SA levy structures.

Employment of levy

Nuwe era-produsente wat graan produseer kan ook ‘n lid van Graan SA word deur die neergelegde studiegroepledegelde te betaal. Tans beloop die studiegroepledegelde R15.

Invordering van heffing

Heffings word op die volgende wyses ingesamel:

• Deur vorderingsagente
  Vorderingsagente is maatskappye waar graan gelewer word. Graan SA sluit kontrakte met die organisasies waar hulle onderneem om met toestemming van die produsente heffings te verhaal by die eerste punt van lewering en dit binne ‘n sekere tyd aan Graan SA oor te betaal. Die logo’s van Graan SA se 40 vennote verskyn hieronder.
• Direkte oorbetalings
  Lede kan ook hul heffings direk aan Graan SA oorbetaal by wyse van tjek, deposito of elektroniese oorbetaling. Die metode van betaling is veral gepas waar produsente se graan bemark word aan partye wat nie deel vorm van Graan SA se heffingstrukture nie.

Aanwending van heffing

It is clear that almost half (44%) the levy is spent on research and development by the commodity services department. The second biggest slice (25%) is used to support the Executive function, and includes the affiliation fees for other institutions, including for Agri SA.

At present 5% of the levy that is collected is paid to those Grain SA branches that support the branch structures, while 14% is employed for the collection of the levy. This includes the 5% commission due to the collection agents.

Image building and marketing are responsible for 9% of the costs. The costs are incurred in promoting the image of Grain SA and agriculture in general.

We assure members that the levy is used purely for promoting members’ interests, and Grain SA feels strongly that the employment of funds should be driven by the members who represent the organisation.

Member statistics

Grain SA

During the Congress year (March 2014 to February 2015) R18,8 million in levies was collected, which was also the biggest amount ever. The main reason for this was the implementation of the differentiated levy in 2014, as well as the record summer crops for the 2014/2015 marketing year. The number of commercial members who were paid up until the end of the 2015 Congress year amounted to 3 063, while the total members numbered 5 241. (Figure 14).

Grain SA thanks every member for their contribution to an organisation that plays a critical role in the sustainability of grain production in South Africa.

Dit is duidelik dat byna die helfte (44%) van die heffing spandeer word aan navorsing en ontwikkeling deur die bedryfsdienstedepartement. Die tweede grootste gedeelte (25%) word aangewend om die hoofbestuursfunksie te ondersteun en beslaan ook affiliasiegelde by ander instansies, wat onder andere Agri SA insluit.

Tans word 5% van die heffing wat ingevorder word aan die Graan SA-takke, wat die takstrukture ondersteun, uitbetaal terwyl 14% aangegaan word om die heffing in te vorder. Dit sluit onder andere die 5% kommissie wat die invorderingsagente toekom, in.

Beeldbou en bemarking maak 9% van die kostes uit. Die kostes word aangewend om Graan SA se beeld en dié van landbou in geheel te bevorder.

Lede kan verseker wees dat die heffing aangewend word suiwer om lede se belange te bevorder en Graan SA voel sterk daaroor dat die aanwending van die fondse deur die lede wat die organisasie verteenwoordig, gedryf moet word.

Ledestatistieke

Graan SA

Gedurende die Kongresjaar (Maart 2014 tot Februarie 2015) is R18,8 miljoen se heffings ingevorder, wat ook die hoogste in die geskiedenis was. Die hoofrede hiervoor was die implementering van die gedifferensieerde heffing in 2014, asook die rekordoes van somergewasse vir die 2014/2015-bemarkingsjaar. Die getal kommersiële lede wat tot die einde van die 2015 kongresjaar opbetaal was, beloop 3 063, terwyl die totale lede 5 241 beloop het. (Figuur 14).

Graan SA bedank elke lid vir sy/haar bydrae tot ‘n organisasie wat ‘n kritiese rol speel in die volhoubaarheid van graanproduksie in Suid-Afrika.