David South Consulting

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  • Latin American Food Renaissance Excites Diners

    Latin American Food Renaissance Excites Diners

    By David South, Development Challenges, South-South Solutions

    SOUTH-SOUTH CASE STUDY

    Food is essential for a good life and plays a critical part in overall human health and development. The better the quality of food available to the population, the better each individual’s overall health will be, and this will have a direct impact on mental and physical performance (http://www.sciencedirect.com/science/article/pii/S2213453012000055).

    An innovative restaurant can be the beginning of a taste and flavors renaissance as new foods are discovered and the recipes and foods are cross-marketed. It is an effective strategy that has worked around the world. The restaurant’s brand, in turn, becomes a valuable commodity that can be used to promote a range of products. For example, Brazil’s D.O.M. Restaurante has successfully used its strong reputation to help promote a range of food products drawn from the Amazon rainforest. There is money to be made in this and it can be a major boost to the incomes of food producers, especially small-scale farmers.

    As is being found across South America, a rediscovered love of local cuisines and indigenous culinary culture can also lead to profits and a growing global awareness of the continent’s varied foods and recipes.

    Innovators are playing with traditional cooking and locally available foods to come up with a modern Latin American cuisine that is getting people very excited.

    The latest country to benefit from this is Peru. The first Michelin star awarded to a Peruvian restaurant in Europe went to a restaurant in London, UK. The Michelin (http://travel.michelin.co.uk/michelin-guides-105-c.asp) star is awarded to a restaurant based on the quality of its food and its overall atmosphere and service.

    The London restaurant Lima (limalondon.com) is part of the global rise in awareness of Latin American food. It was launched by Venezuelan brothers Gabriel and Jose Luis Gonzalez in partnership with Peruvian chef Virgilio Martinez. Their signature dishes include sea bream ceviche (a lime-preserved raw fish dish) and suckling pig done in the “Andes” style.

    Martinez is also a chef consultant for the Central Restaurante (http://centralrestaurante.com.pe/es/) in Lima, Peru. It was named one of The World’s 50 Best Restaurants by S. Pellegrino (theworlds50best.com).

    Gabriel Gonzalez moved to London from Paris two years ago, and is surprised at how quickly he and his colleagues have made an impact.

    “It was definitely not expected. … It’s just incredible, it definitely sets a precedent for Peruvian food and gives it a stamp of credibility and a lot of promise, it’s just amazing,” he told the London Evening Standard.

    As another mark of the rising profile of Latin American food, the first edition of Latin America’s 50 Best Restaurants was held in Lima in September 2013 (theworlds50best.com/latinamerica/en/). In its press release, it said: “The evolution and robustness of gastronomy in Latin America has demanded recognition.”

    It comes after the first expansion of the awards to Asia with Asia’s 50 Best Restaurants, held in Singapore in February 2013.

    The ceremony in Peru is being seen as another vote of confidence in Peru’s innovative restaurant scene. Other acknowledgements of the country’s culinary success include winning in 2012 the World’s Best Culinary Destination by the World Travel Awards. The Organization of American States (OAS) also declared Peru’s cuisine part of America’s World Heritage (oas.org).

    The number of South American restaurants on the The World’s 50 Best Restaurants list increased to six in 2013, two more than in 2012. This year’s winners include the innovative Brazilian restaurant D.O.M  in Sao Paulo, and Astrid y Gaston (http://astridygaston.com/en/) in Lima.

    D.O.M. Restaurante’s (http://domrestaurante.com.br/pt-br/home.html) chef Alex Atala is a passionate champion of Brazil’s traditional ingredients and dishes. He trawls the Amazon rainforest for new taste sensations and then deploys them in his inventive dishes in the restaurant. D.O.M. was named the best restaurant in South America for four years in a row by The World’s 50 Best Restaurants.

    At Astrid y Gaston in Lima, an innovative take on menus shows how the restaurant stands out from the rest. The restaurant uses storytelling techniques to build up interest in its various menus. One example is the Winter 2013 Tasting Menu with its title El Viaje, meaning trip or journey. “It is a story told through a long sequence of courses divided into five acts, a mise en scène where we attempt to take the life experiences of a restaurant beyond its traditional gastronomic limits,” the restaurant says on its website.

    “During each of the five acts, the dishes, the music, the clothing, the decoration, the tableware and the book that accompanies this experience, will narrate the turning points that define this life journey”

    Astrid y Gaston is a partnership between a German and a Peruvian who set out to challenge the dominance of French haute cuisine and started the restaurant in 1994.

    “Twenty years later, much has happened with Peru and Peruvian cuisine. Unlike those times when inspiration was sought in foreign ingredients and recipes, when cooks locked themselves up in their kitchens and lived with suspicion of their peers, ignoring the farmers’ work and the social and ecological challenges of the environment, today’s cooking is fortunately getting a breath of fresh and beautiful air.”

    Another cuisine pioneer is Pujol (pujol.com.mx) in Mexico City, Mexico. It serves Mexican cuisine focused on local ingredients blending ancient and modern culinary techniques. The food is original and exciting: for starters, there is baby corn and chicatana ant, aguachile with chia seeds and avocado, suckling lamb taco, and for desert, fermented plantain, macadamia nuts, plantain vinegar and chamomile flower petals.

    The potential is enormous for marrying these restaurant innovators with the many small-scale farmers and food producers to boost awareness of their products and increase incomes across South and Central America.

    Published: November 2013

    Resources

    1) Latin American food pyramid: A guide to eating a healthy diet using common foods from Latin America. Website: http://www.foodpyramid.com/food-pyramids/latin-american-pyramid/

    2) Visit Peru: Peru Tourism Bureau: Includes extensive information on Peruvian food and cuisine. Website: http://visitperu.com/

    3) How functional foods play critical roles in human health by Guangchang Pang, Junbo Xie, Qingsen Chen and Zhihe Hu. Website: http://www.sciencedirect.com/science/article/pii/S2213453012000055

    Southern Innovator Issue 3: Agribusiness and Food Security: Website: http://books.google.com.au/books?id=-Y6Gnqx9PIcC&source=gbs_similarbooks_r&cad=2

    Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator. 

    Creative Commons License

    This work is licensed under a
    Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

    ORCID iD: https://orcid.org/0000-0001-5311-1052.

    © David South Consulting 2023

  • Made-in-Africa Fashion Brand Pioneers Aim for Global Success

    Made-in-Africa Fashion Brand Pioneers Aim for Global Success

    By David South, Development Challenges, South-South Solutions

    SOUTH-SOUTH CASE STUDY

    African fashion brands have not always been the first place fashionistas turned to when shopping for new clothes or shoes in developed economies. While Africa has long been a source of inspiration in contemporary and traditional fashion, the continent has had a weak reputation for manufacturing and selling mass market global fashion brands.

    There are initiatives, such as Origin Africa (http://originafrica.org/), an ongoing campaign working to improve African trade by increasing the trade of textiles and apparels, cut flowers, specialty foods, home décor, and fashion accessories. Origin Africa matches African designers and entrepreneurs with experienced industry leaders to “facilitate, coordinate and advance ‘trade, not aid’ efforts”.

    While there are many places in Africa engaged in the global clothing manufacturing outsource industry – often paying very low wages – strong African fashion brands are often absent in most developed countries. Well, at least until now.

    Two recent examples have joined the well-publicized success of Ethiopia’s soleRebels, maker of rubber-soled shoes (solerebelsfootwear.co). SoleRebels became an Internet success story, harnessing the power of web-based sales to reach customers around the world.

    Now another Ethiopian shoe maker is also pushing its way into the global fashion scene. Ethiopian-made sneaker brand Sawa has just been picked up by the American retailer of preppy clothing J. Crew (jcrew.com). The successful catalogue and online clothing retailer has great clout when it comes to promoting a brand, and this should be a big boost to the reputation of African fashion labels.

    Sawa’s headquarters is in Paris, France (the physical home of much of the world’s fashion scene) but all its shoes are sourced and made in Addis Ababa, Ethiopia’s capital, and the company’s website is run from there.

    Sawa says the key to its success is to be a business first and foremost – not a charity.

    “Sawa project does not have the so-called generosity of brands which use Africa just to glorify themselves,” said Wendesen Birhanu, on the company website.

    “Sawa is a fashion brand which has taken the challenge to fabricate shoes in Africa. All the added value benefits the continent.”

    The company’s shoe factory is modern and has the workers positioned at their desks making the shoes. The brand logo proudly states “Made in Africa” on all the brown cardboard shoe boxes in a bold, red roundel stamp.

    Sawa also uses the slogan “vote with your feet” to show the connection between purchasing the shoes and supporting African business and manufacturing.

    The footwear, currently available in the United Kingdom, France and through J. Crew in the United States, has a distinctive rubber sole with the African continent embossed on the bottom – a clever design tweak ensuring the wearers will leave an interesting footprint wherever they walk.

    The styles available include Dr Bess, a vintage canvas and leather shoe in a low-cut silhouette. The Tsague is a vintage shoe with a mid cut like that used for basketball shoes.

    The shoes have been put through their paces in an independent quality assurance lab and each shoe’s details are explained on the Sawa website (http://www.sawashoes.com/index.php?option=com_content&view=article&id=2&Itemid=8&lang=en).

    They retail in Europe for between 75 euros and 115 euros a pair – a middle-market price – and come in eye-pleasing colours, from basic black to white to sand, dark blue, grey, brown, red and light blue.

    Small and medium enterprises (SMEs) (http://en.wikipedia.org/wiki/Small_and_medium_enterprises) have been identified as an essential part of Africa’s future prosperity and key to its ability to reduce poverty and achieve development objectives like the Millennium Development Goals (MDGs) (www.un.org/millenniumgoals).

    Obstacles to growth for SMEs include poor infrastructure, unreliable power supplies, unscaleable business models, low quality standards and poor quality branding and design.

    Developing manufacturing in Africa is key to improving incomes and wealth. Creating unique, branded products for overseas markets makes it possible to earn foreign currency and be able to benefit from consumers in other countries. The math is simple: once you have saturated the local market for your product, the only way to boost sales and profits is to seek new customers elsewhere. By selling to people in a country with a higher national income, it is possible to charge more and in turn earn more money for each product. In time, this can lead to significant income rises and in turn, human development gains as the spare cash can be put to improving local living conditions, acquiring education or better health services and consuming better quality food.

    Another important feature of selling to overseas customers is competition. Having to compete with the pick of the world’s top brands means a company must raise its game to stand a chance. The pressure forces the company to sharpen its product line, become more efficient, stick to strict quality control and embrace the latest thinking in design, marketing and information technologies.

    In short, an African company that can weather a few years successfully selling to overseas customers is going to be a fierce competitor back home.

    And, as has been forecast many times, the rise of Africa’s middle class consumers will be a big driver of economic growth in the next decade. If this middle-income consumer class buys lots of African-made consumer products, then the impact on job and wealth creation on the continent will be significant.

    Another fashion initiative boosting brand Africa is a partnership between Italian fashion lifestyle clothing retailer Diesel (diesel.com) and the Edun ethical fashion label (edun.com), founded by Ali Hewson and her husband Bono, singer with rock band U2.

    The collaboration offers a contemporary take on retro street wear from Africa’s past, while having all the garments made and sourced from Africa.

    In March 2013, Diesel+EDUN launched a 25-piece denim collection drawing its inspiration from African creativity. The collection uses raw, untreated denim sourced and manufactured in Uganda. It mixes up Malian textile prints for linings, with outside embroidery drawing on traditional Zulu weaving patterns. It also includes a denim jacket inspired by street wear from 1970s South Africa.

    Edun was originally set up to encourage greater trade with Africa as a way to address poverty and boost incomes. Begun in 2005, the brand has tried to overturn the perception that ethical and ecologically sound fashion can’t be fashionable and desirable too.

    Edun has sought to be “a creative force in contemporary fashion”, according to its website. In 2007, it launched a line dedicated to making t-shirts entirely made in Africa called Edun Live. Edun Live t-shirts “are entirely ‘Grow to Sew’ African. From cotton to finished tee, all production takes place in Africa.”

    Edun has the goal of producing 40 per cent of its fashion collection in Africa by 2013. It does this by “supporting manufacturers, infrastructure and community building initiatives”.

    All of Edun’s cotton is harvested to CCIU cotton standards. The Conservation Cotton Initiative Uganda (CCIU) is a cotton-farming program that helps to build sustainable farming communities in Northern Uganda.

    Edun is currently working in Kenya, Morocco, Madagascar, Uganda and Tunisia.

    The Diesel+EDUN (http://www.diesel.com/diesel+edun/) collaboration had its start at the beginning of 2012. After trips to East and West Africa by Diesel founder Renzo Rosso and Edun founders Ali Hewson and Bono, the idea was hatched to work together to “further apparel trade and development in Africa”. The goal is “bringing business to the continent and highlighting to the fashion world the possibility for sustainable trade and creative opportunity in Africa.”

    More than 5,000 farmers participated in the 2011/2012 CCIU program, and more than 8,000 have already enrolled in the 2012/2013 season, the website states.

    Edun is also working with Mikono Knits (Mikonoknits.com) to promote traditional African knitting techniques.  Founded in 2005 by Froydis Dybahl Archer, Mikono makes and sells hand-crocheted sweaters and tank tops from its Nairobi, Kenya workshop. The plan is to use the success of Mikono Knits to expand the number of underprivileged women the firm can hire to work for the business. The business currently employs 10 women and uses locally sourced organic cotton and wool, supporting the local economy.

    Beyond the actual clothing partnership and African-inspired fashion, there is a clever promotion campaign to raise awareness for the Diesel+EDUN line. Called Studio Africa (http://studioafrica.tumblr.com/), it is a marketing and perception-shaping initiative, “celebrating and promoting creativity in Africa”. It is doing this by promoting nine African artists to better communicate the African vibe of the collection and give the artists’ careers a boost. It is curated and edited by Okay Africa (http://www.okayafrica.com/), a cultural guide to “all the latest music/culture/politics coming from Africa and the Diaspora”.

    Published: March 2013

    Resources

    1) Africa Fashion International: African Fashion International (AFI) is the leading Fashion authority on the African continent and is committed to the promotion and development of the best South African design talent. Website: http://afi.za.com/

    2) Origin Africa: Origin Africa is an ongoing campaign and initiative dedicated to improving African trade. Comprised of producers, designers, small businesses, exporters, buyers and retailers, it is working to develop, guide and promote African trade in the following sectors: textiles/apparel, cut flowers, specialty foods, home décor, and fashion accessories. Website: http://originafrica.org/

    3) SoleRebels:  Ethiopia’s soleRebels profiled in Southern Innovator Magazine Issue 2. Website: http://www.scribd.com/doc/106055335/Southern-Innovator-Magazine-Issue-2-Youth-and-Entrepreneurship

    4) How we made it in Africa: A great website packed with inspirational people and stories on business success in Africa. Website: http://www.howwemadeitinafrica.com/

    5) Nigerian shoe and garment maker Fut Conceptus has been taking raw Nigerian leather that was once just sent overseas for export, and instead is turning out high-quality shoes and bags made in Nigerian factories. Website: futconceptus.com

    6) SME Toolkit South Africa: A website packed with resources and support for anyone starting a small business in Africa. Website: http://southafrica.smetoolkit.org/sa/en

    7) African Guarantee Fund for Small and Medium-sized Enterprises: The AGF provides guarantees and technical assistance to financial institutions in Africa with the objective of generating enhanced growth in the SME sector and increasing employment opportunities in the economy, particularly for youth. Website: http://www.afdb.org/en/topics-and-sectors/initiatives-partnerships/african-guarantee-fund-for-small-and-medium-sized-enterprises/

    8) Small and Medium Enterprise Support, East Africa: A blog promoting events and support for SMEs in East Africa. Website: http://smeseastafrica.blogspot.com/

    9) Integrating Developing Countries’ SMEs into Global Value Chains: A paper from UNCTAD (2010). Website: http://www.unctad.org/en/docs/diaeed20095_en.pdf

    Southern Innovator logo

    London Edit

    31 July 2013

    https://davidsouthconsulting.org/2021/02/09/african-fashions-growing-global-marketplace-profile/

    https://davidsouthconsulting.org/2021/01/05/afropolitan-african-fashion-scene-bursting-with-energy/

    https://davidsouthconsulting.org/2021/01/25/creating-green-fashion-in-china/

    https://davidsouthconsulting.org/2022/10/09/fashion-closes-gap-between-catwalk-and-crafts/

    https://davidsouthconsulting.org/2022/11/17/fashion-recycling-how-southern-designers-are-re-using-and-making-money/

    https://davidsouthconsulting.org/2022/11/16/favela-fashion-brings-women-work/

    https://davidsouthconsulting.org/2020/04/30/local-fashions-pay-off-for-southern-designers/

    https://davidsouthconsulting.org/2021/10/04/putting-quality-and-design-at-the-centre-of-chinese-fashion/

    Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator. 

    https://davidsouthconsulting.org/2021/03/05/southern-innovator-issue-2/

    Creative Commons License

    This work is licensed under a
    Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

    ORCID iD: https://orcid.org/0000-0001-5311-1052.

    © David South Consulting 2023

  • A New African Beer Helps Smallholder Farmers

    A New African Beer Helps Smallholder Farmers

    By David South, Development Challenges, South-South Solutions

    SOUTH-SOUTH CASE STUDY

    Africa’s growth in the past decade has held steady despite the trauma of the global economic crisis and the tumult of the “Arab Spring” in several countries of North Africa. African economies are growing because of a number of resilient trends. These include growing regional trade links, greater investment in infrastructure and the remarkable rise of China to become Africa’s number one trade partner, pushing the United States to second place (Technology + Policy). This has given birth to a growing consumer marketplace and consumer class – some 300 million people earning about US $200 a month (Africa Rising).

    The continent as a whole now stands as the 10th largest economy in the world.

    How will Africans spend this new money in their pockets (or more than likely, on their mobile phones)? They could go for the big, famous global brands that they see advertised in magazines or on television. Or they could also spend it on local products and services that seem just as enticing and life-improving. Creating local African products and services with strong brands will have an important knock-on effect of creating new wealth and jobs within Africa.

    One new product being introduced to the West African country of Ghana’s thirsty beer drinkers is the Eagle beer brand. But this is not just any beer made from the traditional ingredients of water, hops, malted barley and yeast (http://en.wikipedia.org/wiki/Beer) – it is brewed from the root vegetable cassava.

    A staple of many African diets, cassava (http://en.wikipedia.org/wiki/Cassava) is a starchy, tuberous root vegetable and a common crop across the continent.

    It is believed that 70 per cent of Ghana’s farms are just 3 hectares in size or smaller. They grow many things, but cassava is the most common crop.

    Cassava soon spoils once it has been harvested and needs to be consumed quickly. Currently, too much of it goes to waste. In Ghana, according to The Guardian, there is an annual surplus of some 40 per cent of cassava produced.

    The Accra Brewery Limited (ABL) (http://www.sabmiller.com/index.asp?pageid=1156) decided to find a way to put the cassava from smallholder farms to good use and stop the waste. The brewery had observed the success of parent company SABMiller (http://www.sabmiller.com/index.asp?pageid=27) elsewhere in Africa, in turning cassava and the grain sorghum from smallholder farmers into beer. Farmers had directly benefited from the purchase of their surplus product.

    Eagle brand cassava beer is creating opportunities for business, consumers and smallholder farmers in Ghana. According to The Guardian, the company hopes to source cassava from 1,500 smallholders.

    By having a guaranteed purchase from the brewery on a regular basis, farmers are able to move beyond subsistence agriculture and turn themselves into functioning businesses.

    The spare income from selling the cassava also can be used to improve a farmer’s household access to healthcare and education.

    The Accra Brewery provides advice on agricultural techniques and growing a diverse range of crops, to ensure farmers are not dependent on a monocrop harvest. It also offers advice on business and developing commercial relationships.

    The Eagle brand cassava beer will be sold at a 30 per cent discount to low-income drinkers in order to lure them away from illicit and informal alcohol drinks of dubious quality.

    Professor Ethan Kapstein of business school INSEAD found that ABL and its water business Voltic (GH) Ltd. was a creator and supporter of high-quality jobs in Ghana and supported 17,600 jobs throughout the Ghanaian economy.

    Adjoba Kyiamah (http://www.sabmiller.com/index.asp?pageid=1766&blogid=172), corporate and legal affairs director at Accra Brewery, told The Guardian she believes Eagle brand beer will help create even more jobs, boost government revenues and expand consumer choice.

    This is an innovative first, as cassava beer had never been made before in Ghana on a commercial scale. This had not been possible in the past because of the challenge of collecting fresh cassava from farms widely spread out over a large territory. As well as spoiling quickly, Cassava is heavy, being mostly made up of water, and is difficult to transport over large distances.

    “Part of our strategy across Africa is to make high quality beer which is affordable for low-income consumers while simultaneously creating opportunities for smallholder farmers in our markets. The launch of Eagle in Ghana ticks both these boxes,” said Mark Bowman, Managing Director of SABMiller Africa.

    “Eagle is aimed at attracting low-income consumers away from illicit alcohol. This is a virtuous circle: smallholder cassava farmers have a guaranteed market for their crop, which is then used to make consistently high quality, affordable beer for consumers; and the government realises increased revenues as people trade up into formal, taxable alcohol consumption.”

    ABL is using a mobile processing unit developed by DADTCO (Dutch Agricultural Development and Trading Company) Cassava Processing Ghana Ltd. It is designed to process the cassava on site, preserving the integrity of the starch.

    Eagle is sold in 375 millilitre bottles at a price 70 per cent lower than that charged for other lager beers. The use of local ingredients, and a reduced excise tax awarded to the brand because is it is boosting local agriculture, allows for the lower price.

    Production of cassava beer got its start first in Mozambique, with the launch of the Impala brand (http://www.sabmiller.com/index.asp?pageid=149&newsid=1748), the first commercial-scale cassava-based clear beer, in October 2011.

    Published: April 2013

    Resources

    1) Southern Innovator Magazine Issue 3: Agribusiness and Food Security. Packed with information, insights and business models to turn smallholder farmers into agribusinesses. Website: http://www.scribd.com/doc/106055665/Southern-Innovator-Magazine-Issue-3-Agribusiness-and-Food-Security

    2) Cassava can become Africa’s new cash crop: Cassava is abundant in sub-Saharan Africa, and could be an ideal crop to improve food security for millions of people. Website: http://www.guardian.co.uk/global-development-professionals-network/2013/mar/28/cassava-food-security-sub-saharan-africa

    3) Cassava recipes from the BBC. Website: http://www.bbc.co.uk/food/cassava

    Southern Innovator logo

    London Edit

    31 July 2013

    Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator. 

    Creative Commons License

    This work is licensed under a
    Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

    ORCID iD: https://orcid.org/0000-0001-5311-1052.

    © David South Consulting 2022

  • African Media Changing to Reach Growing Middle Class

    African Media Changing to Reach Growing Middle Class

    By David South, Development Challenges, South-South Solutions

    SOUTH-SOUTH CASE STUDY

    Africa’s growing middle classes are being targeted by a new generation of media entrepreneurs. This growing group of Africans is ambitious and intelligent, and they want media that matches their aspirational ways. Clever media people are stepping up to feed this trend.

    The continent as a whole forms the 10th largest economy in the world. Of Africa’s more than 1 billion people, 900 million can be classified as part of the consumer economy. Out of this group, there a third – approximately 300 million people – make modest sums by Western standards, about US $200 a month, but have spare cash to buy things like mobile phones, DVDs and new clothes, or pay for better schools. They are the population that is overlooked when attention is focused only on the very poor living on less than US $2 a day.

    Pulitzer Prize-winning Nigerian journalist Dele Olojede is one of several African media pioneers re-shaping the continent’s media and taking it to the next level. Another is Godfrey Mwampembwa, whose popular puppet television show satirizes contemporary politics and current events and brings a welcome local flavour to a programming schedule packed with foreign imports.

    A book by University of Texas professor Vijay Mahajan, Africa Rising, details the phenomenon of Africa’s middle class consumer society. He calls this group of middle class consumers ‘Africa 2’, with the desperately poor called Africa 3s, and the extremely rich Africa 1s.

    This new group has expanded far beyond just the ruling elites and government workers. Many of its members work in the private sector, as secretaries, computer entrepreneurs, merchants and others who have benefited from consistent growth rates in many African countries.

    And because these people consume products and services – and advertising products and services are the lifeblood of private media – the opportunities are plentiful.

    “I’m convinced that Africa is going to be built by Africa 2s,” Mahajan told the Washington Post newspaper. “These are the people sending their kids to school . . . who are the most optimistic, the most forward-thinking.”

    Olojede, owner and publisher of Next newspaper (http://234next.com/csp/cms/sites/Next/Home/index.csp) in Nigeria’s biggest city, Lagos, has been able to grab readers by breaking original stories and offering a quality, well-designed publication. Launched in 2008, it has its sights set on going continent-wide by 2011.

    “There is a need for a newspaper for the African metropolitan middle classes, along the lines of the International Herald Tribune,” he told Monocle magazine.

    Olojede cut his teeth as a foreign editor for the US newspaper Newsday and has used this experience to make Next such a success.

    Next has become the number one news website in Nigeria’s highly competitive media scene.

    Wisely, Olojede put design at the centre of making his newspaper and website stand out from the competition. He commissioned the experienced newspaper design team of Garcia Media (http://garciamedia.com/blog/articles/in_west_africa_a_new_newspaper_is_born_—online_first) – who have designed for The Wall Street Journal, The Miami Herald and Die Zeit – to develop the template and prototypes.

    Kenyan economist James Shikwati (http://en.wikipedia.org/wiki/James_Shikwati) believes Africa’s middle-income consumers are also a driving force for political change.

    “It’s empowering,” he told the Washington Post. “If you give people a sense of freedom in the economic sector, then you deny it in the political sector, you have a problem.”

    Kenya-based newspaper cartoonist Gado (Godfrey Mwampembwa) has profited from this phenomenon. Fed up with TV channels sticking to a menu of foreign imports and dull news programmes, he looked to famous puppet TV shows Spitting Image (from Britain) and Les Guignols (from France) for inspiration. The result is the XYZ Show (http://xyzshow.com/blog), which features grotesque puppet caricatures of well-known public and political figures. The show’s blog makes for an excellent entry point into African TV programme-making and its ups and downs. The show is broadcast on Citizen TV in Kenya’s capital, Nairobi.

    “I moved to Nairobi in 1992 when I was 23,” Mwampembwa explained to Monocle. “The Daily Nation, the biggest newspaper in Kenya, had lost its editorial cartoonist so they ran a competition to look for his replacement. I sent in my drawings and came second.”

    “I took a year off in 2000-2001 to study film and animation in Vancouver. When I got back to Nairobi I started thinking about the sort of TV programme I would like to make. Kenya needed a show that would make fun of our politicians and expose hypocrisy and I thought a puppet show like Les Guignols or Spitting Image would be a great way to do it.”

    “We managed to raise funds for a pilot in 2007 and Citizen TV (http://www.facebook.com/pages/Citizen-TV-Kenya/261061365404), a private station, eventually agreed to broadcast a series.”

    Each episode costs US $16,740 and the puppets are US $3,600 to make. The programme-makers could only get money from foreign donors: the French, Dutch, and Finnish embassies and the Ford Foundation.

    Despite initial complaints from politicians, the show is preparing for its second season – and, Mwampembwa said, “there will be a lot of big stories for us to cover.”

    Making a popular TV show is not an easy thing to do. Mwampembwa maintains a furious work pace to straddle his many roles:

    “I have to draw a cartoon every day but editorial cartooning is not a nine-to-five job, it’s 24/7. Whenever I get ideas I have to sketch them.

    “It was a steep learning curve in the first season. The show is important for Kenyan TV and everything is done here in Nairobi. We won’t change any of the politics though. We are very hard-hitting and we will stay that way.

    “Over the years I’ve got nasty letters, emails and phone calls but that’s OK, it’s part of it.”

    As these media innovators show, there is nothing but opportunity for entrepreneurs feeding the hungry news and information appetite of the continent’s ambitious middle class.

    And Mwampembwa says becoming better informed doesn’t have to be dull: “We are informing the public but I’d like to think we are entertaining them too.”

    Published: September 2010

    Resources

    • Africa Rising: A book by Professor Vijay Mahajan on how Africa’s consumer economy is growing and growing. Website: http://tinyurl.com/2vk3m9n

    Development Challenges, South-South Solutions was launched as an e-newsletter in 2006 by UNDP’s South-South Cooperation Unit (now the United Nations Office for South-South Cooperation) based in New York, USA. It led on profiling the rise of the global South as an economic powerhouse and was one of the first regular publications to champion the global South’s innovators, entrepreneurs, and pioneers. It tracked the key trends that are now so profoundly reshaping how development is seen and done. This includes the rapid take-up of mobile phones and information technology in the global South (as profiled in the first issue of magazine Southern Innovator), the move to becoming a majority urban world, a growing global innovator culture, and the plethora of solutions being developed in the global South to tackle its problems and improve living conditions and boost human development. The success of the e-newsletter led to the launch of the magazine Southern Innovator. 

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