Value Added Africa created the Proudly Made in Africa brand to create a clear identity for African producers and their products, and to communicate to consumers that the produce is high quality, grown and processed in Africa, ethically sourced and directly benefiting the producer communities.
The brand is now established and available under license. VAA needed to promote the programme and attract additional partners on board. Shaw Consulting collaborated with VAA on a project that focused on two areas:
- Definition of the partner programme in terms of supports, benefits and fee structure
- Marketing and Communications – developing promotional tools to support field activity and stakeholder communications.