Tiger Brands’ premium bread brand, Albany, has unveiled an exciting commitment to become the title sponsor of the Kota Festival Tour for the next three years, a pioneering initiative poised to elevate South Africa’s informal sector significantly. Picture: Supplied
Tiger Brands’ premium bread brand, Albany, has announced an exciting commitment as the title sponsor of the Kota Festival Tour, aimed at uplifting South Africa’s informal sector over the next three years.
This innovative initiative shines a spotlight on one of the country’s cherished street foods, the kota — promising to create over 2 000 job opportunities and invigorate the township economy.
The inaugural edition of the Kota Festival Tour, launched in Gauteng in 2023, celebrates the growing popularity of the kota, a delicious local delicacy that encapsulates the essence of South African street cuisine.
Moving forward with the brand as its title sponsor, the festival is set to expand nationwide, fostering a climate of entrepreneurship and community spirit in towns across the nation.
Launched in Gauteng in 2023, the Kota Festival Tour marks the first event of its kind, designed to showcase the increasingly popular kota, a local delicacy.
As the festival expands nationwide with the brand as its primary sponsor, a dynamic atmosphere of entrepreneurship and community spirit is set to flourish in towns across South Africa.
Speaking about the partnership, Lorraine de Graaff, marketing director at Albany, said: “Albany is all about authenticity. We celebrate the single mom, the young single guy, and everyday South Africans working hard to make a life for themselves — people whose lives may not be picture-perfect but who trust Albany to deliver real, wholesome meals.
“These meals might not always look perfect, but they’re always delicious and fulfilling.”
Beyond job creation, Tiger Brands plans to leverage its Enterprise and Supplier Development support structure to deliver vital business skills training to both the festival organisers and participating vendors.
This initiative aims to enhance business acumen within the informal market, empowering individuals to develop sustainable, profitable enterprises capable of thriving within their communities.
The brand has also been enhancing its footprint in the local informal trade, targeting an impressive 130 000 outlets, such as spaza shops and mini-superettes, across various provinces.
This strategic approach has seen the company successfully establish its presence in over 90 000 stores to date.
To maximise taste experiences during the festival, Albany has also teamed up with All Gold, South Africa’s leading tomato sauce brand.
“For more than 100 years, All Gold has been enjoyed by South Africans and beyond the country’s borders because it is crammed full of goodness. No kota is complete without All Gold Tomato Sauce for a great taste experience,” commented Angel Musoni, marketing director of All Gold.
The Star
anita.nkonki@inl.co.za
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