39 / 143
37
Graanekonomie en Bemarking
Grain economy and marketing
Graan SA/Absa/John Deere Financial Nuwe Era Kommersiële
Boer van die Jaar
Jeremia Makhosini Mathebula van Amersfoort, Mpumalanga
Graan SA/Bayer Potensiële Kommersiële Boer van die Jaar
Paulus Mosia van Edenville, Vrystaat
Graan SA/Syngenta Kleinskaalse Boer van die Jaar
Nhlanhla Sicelo Mngadi van Estcourt, KwaZulu-Natal
Graan SA/Absa/John Deere Financial Bestaansboer van die Jaar
Jenette Thembi Shoba van Gert Sibande, Mpumalanga
Inspirasietoekenning
Benewens hierdie toekennings het Graan SA ook van die geleent
heid gebruik gemaak om die hoofredakteur van die
Landbouweekblad
,
Chris Burgess, met die
2018 Graan SA Inspirasietoekenning
te
vereer. Die toekenning is gemaak vir die baanbrekerswerk wat gedoen
is met die Bela-Bela-grondberaad wat
Landbouweekblad
en Agri SA in
Augustus 2018 aangebied het. Die Inspirasietoekenning was ter erken-
ning van sy leierskap om ’n platform te vestig waarop talle merkwaar-
dige Suid-Afrikaners die geleentheid gehad het om hulle verhale van
bemagtiging en grondhervormingsukses aan die wêreld te vertel.
Swartland Skou 2018
Die Swartland Skou, wat van 5 tot 8 September op Moorreesburg,
Wes-Kaap aangebied is, het aan Graan SA die ideale platform gebied
om met belangrike belanghebbendes, insluitend internasionale toer
groepe, te netwerk. Graan SA, in samewerking met Nedbank en Kaap
Agri, het ook ’n ontbytseminaar aangebied, waar onder andere die
dalende winsmarges in die graanbedryf bespreek is.
Ander gebeure
Benewens hierdie gebeure het Graan SA ook aan die Boertjiefees,
Senwes Toekomsfokus, ledegholfdae en verskeie inisiatiewe van Vroue
in Landbou saam met die provinsiale vrouelandbou-unies deelgeneem.
Ondersteuningsinisiatiewe
Bemarkingskommunikasie
Ter ondersteuning van belanghebbende- en ledebetrokkenheids
intervensies, 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
Graan SA het voortgegaan om sy webwerf te gebruik om doeltref-
fend elektronies met sy lede, belanghebbendes en die algemene publiek
te kommunikeer. Die inhoud van die webwerf word deurlopend bygewerk
en artikels en persvrystellings oor die organisasie se aktiwiteite, inslui-
tend sy samewerking en vennootskappe met die regering, die akademie
en openbare strukture, 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
Ten einde te verseker dat die werk wat ten opsigte van openbare
betrekkinge gedoen word, relevant bly, word alle bemarkingskommuni-
kasie-aktiwiteite en inisiatiewe deurlopend gemoniteer en geëvalueer.
Graan SA moniteer sy mediavermelding sowel as dié van die lede van
sy Hoofbestuur op ’n daaglikse basis, en dit verskaf die geleentheid
om te reageer waar nodig en om op hoogte te bly van plaaslike en
internasionale nuus. Die openbarebetrekkinge-funksie met sy fokus op
die implementering van ’n geïntegreerde benadering tot kommunikasie
verseker maksimum penetrasie, bewustheid, sowel as begrip van
Graan SA se organisasiedoelwitte.
Grain SA/Absa/John Deere Financial New Era Commercial
Farmer of the Year
Jeremia Makhosini Mathebula from Amersfoort, Mpumalanga
Grain SA/Bayer Potential Commercial Farmer of the Year
Paulus Mosia from Edenville, Free State
Grain SA/Syngenta Smallholder Farmer of the Year
Nhlanhla Sicelo Mngadi from Estcourt, KwaZulu-Natal
Grain SA/Absa/John Deere Financial Subsistence Farmer
of the Year
Jenette Thembi Shoba from Gert Sibande, Mpumalanga
Inspiration Award
In addition to these awards, Grain SA also utilised the opportunity
to honour editor-in-chief of
Landbouweekblad
, Chris Burgess, with the
2018 Grain SA Inspiration Award
. The award was presented for the
ground-breaking Bela-Bela Grondberaad hosted by
Landbouweekblad
and Agri SA in August 2018. The Inspiration Award was in appreciation
of his leadership to establish a platform giving many remarkable South
Africans the opportunity to tell their stories of empowerment and land
reform successes, to the world.
Swartland Show 2018
The Swartland Show, which took place in Moorreesburg, Western
Cape from 5 to 8 September, offered the ideal platform for Grain SA
to interact with key stakeholders, which included international tour
groups. In addition, Grain SA in co-operation with Nedbank and Kaap
Agri, presented a breakfast seminar which addressed amongst others
the declining profit margins in the grain industry.
Other events
In addition to these events, Grain SA further participated in the
Boertjiefees, Senwes Future Focus, membership golf days and
various Women in Agriculture initiatives with the provincial agricultural
women’s unions.
Supporting initiatives
Marketing communication
In support of stakeholder and member engagement interventions,
various branding material and corporate gifts were produced and
distributed to targeted audiences. The majority of marketing communi-
cation elements are distributed as gifts with selected items used during
promotional activities.
Being online
Grain SA continued to utilise its website to effectively communicate
electronically with its members, stakeholders and the general public.
The website content is updated continuously and articles and press
releases pertaining to the organisation’s activities, including its col-
laborations and partnerships with government, academia and public
structures, are publicised. The Grain SA website is maintained daily with
information reviewed regularly in support of communication strategies.
Measuring performance
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 Executives on a daily basis, providing the
opportunity to respond where necessary, and to keep abreast of
local and international news. The public relations function focuses on
implementing an integrated approach to communication that ensures
maximum penetration, awareness as well as an understanding of
Grain SA’s organisational imperatives.
Kommunikasie en openbare betrekkinge
Communication and public relations