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THE
GRAIN AND OILSEED INDUSTRY
OF SOUTH AFRICA – A JOURNEY THROUGH TIME
ႄ
HONOURED
Top producers and role-players
Something that was an established custom in other industries,
namely to recognise the achievements of producers and role-
players in the industry, only started in the grain industry in the
early 1980s. Seen as a whole it made a strong contribution
towards improving the image of the grain producer over the
past 35 years.
Apart from the fact that the quality of the South African producer was remarkable
even in those years, the general image of the farmer in the late seventies was
rather one of a person in overalls and a brimmed hat behind the steering wheel
of a tractor than one of a business man who feels at home in the boardrooms of
the country. The initiative of the maize industry with an image-building action
undoubtedly paved the way for building the image of agriculture by placing its
achievers in the spotlight.
After the maize fight between the members of SAMPI and SAMSO, the members
of the united NAMPO had reason to show what stuff people in the grain industry
were made of. Dr Piet Gous, first General Manager of NAMPO, saw the value of
an offer from Three Ships Whisky to sponsor the Maize Man of the Year from
1980 – and from 1982 also the Maize Scientist of the Year. This same Dr Gous was
“LET’S MAKE A DOP...”
An excerpt from an article which appeared in the Farmer’s Weekly of 22 March 2011
Farmer's Weekly
's editor in 1978, Lionel Mundell, contacts public relations
man Hans Lombard. Three Ships Whisky wants to promote their product
among the farming community, and Lionel has told them Hans is the best in
the business. Which leaves Hans with a slight problem. How does one pro-
mote alcohol?
Later, while chatting to the management of Three Ships down in Stellenbosch,
Hans is told the whisky is made from South African maize. It gives him an idea.
How about a “Maize Man of the Year” sponsored by Three Ships, offering an
agricultural (whisky) study tour of the Scottish Highlands?
Hans phones Dr Piet Gous, then General Manager of NAMPO, and suggests to
him that the maize producer’s organisation should nominate such a Maize Man
of the Year, and that Three Ships would sponsor it. The idea goes off like a bomb.
A few days later Hans is meeting with Dr Gous in his office at Bothaville to
discuss the nominations. Then Dr Piet Gous asks, rather sheepishly, “I have
never heard of Three Ships Whisky. Who are they?”
Hans smiles. “Kom ons gaan maak ’n dop. Ek wys jou.” At which point both
men duly set off to the local pub where the final arrangements for the Maize
Man of the Year are made over a few tots of Three Ships Whisky – produced
from maize, mind you.
Mr Crawford von Abo
Dr Piet Gous