Ouma Rusks
 | |
 Plain Ouma Rusks | |
| Product type | Rusk |
|---|---|
| Owner | RCL Foods (2013) |
| Country | South Africa |
| Introduced | 1939 |
| Markets | Southern Africa |
| Previous owners |
|
| Tagline | Baked on the original farm |
| Website | www |
Ouma (commonly referred to as Ouma Rusks) is a South African rusk made from a traditional buttermilk recipe.[1] It was first produced in the rural town of Molteno, in the Eastern Cape, by Elizabeth Ann Greyvensteyn in 1939,[2] in response to an initiative by the town's pastor to help the entrepreneurial efforts of the women in his congregation.[3] The brand currently dominates the relatively-small local rusk market, and is manufactured in the same town it was first produced.[4]
History
In an effort to reduce the negative impact of the Great Depression, the town's pastor offered each female member of his congregation money to start local businesses and increase their family income.[5][6] They each received a half-crown, which is equivalent to two shillings and sixpence (roughly worth £30 or R520 in 2016).[7]
Ouma's rusks recipe was a good one. Her husband Thys and eldest son Leon Greyvensteyn found that when they shared them with the rugby fans at nearby Queenstown there were always calls for more.
Leon decided to place some in his car, drove around the small towns in the area and offered them on consignment within the district. The product flew off the shelves and demand soon outstripped supply,
A factory was built on the farm Friedenheim outside Molteno where the Greyvensteyn family were sheep farming, and the business fell under the company name of Quix Products.
In 1952 on a stormy, snow filled night, the factory burnt down, and in rebuilding Leon redesigned the driers to a fresh approach which is still in use today.
At this point Leon - who had shouldered the initiative of developing products for the open market as CEO of Quix Products - was already looking for fresh lines into which to expand.
Branching out into breakfast foods, an additional line was developed and branded Tastee Wheat, a nutritious cost effective porridge which was soon nationally distributed.
Ouma's rusks were first sold under the brand name "Outspan Rusks" but was changed soon after to 'Ouma' (Afrikaans for grandmother)
SIMBA CHIPS HISTORY
In 1956 Leon decided to embark on an extended journey to the United States to look for exciting new snack lines.
There he chanced to come across a man named Herman Lay, who was doing innovative things with potato chips, sliced very thinly and popped into hot oil.
Leon's journal kept from his travels in 1956 itemises the do' and don'ts of making chips, the focus being on ensuring a quality product could be stored and distributed without breaking. Interestingly, one of the brand names listed in the back of his journal as a potential brand name was LAYS, which in later years has become a line within the Simba stable.
He secured a loan from the IDC, facilitated by none other than the country's future Chairman of Malbak Holdings and Finance Director, Derek Keys who remembers the day clearly.
Leon imported the production equipment and moved his young family from Molteno to Johannesburg, where the first factory for chips was established in Eloff Street Extension.
A new product needed a good brand name:
In the process he extended a prize of 5 pounds within his family to the person who could come up with an appropriate name for the new snack line... Much enthusiasm ensued, and the prize eventually was claimed by Leon's son, Armand, who was reading about Simba the lion in a child's book. The name indicated strength, and stuck. Many exciting marketing campaigns could be done around this icon - Simba, Roars with Flavour!, Simba, King of Flavours!
Soon a piece of land was secured in what is today Isando, and a new Simba factory saw the light of day. It is said that Leon could drive past his factory and notice of there needed to be a change in the oil just by smelling the air. His attention to detail and product integrity is one of the reasons why the brand soared with popularity from inception, breaking take up records every year, bringing new flavours on board.
Around the mid sixties, Thys Greyvensteyn insisted that it was time for another child to benefit from the success of this empire, and a vote was taken to place the youngest brother, Andre, in charge.
Leon disagreed with this move and eventually together with some of his brothers and sisters, sold out and retired.
Sadly, after this move the company soon left the family, was bought over by Fedfood, then to Foodcorp and finally Simba was acquired by Pepsico, who still owns it.
Ouma Rusks, Nola mayonnaise and other related lines in 2022 is owned by RCL Foods.
The Ouma Rusks factory still remains in the town of Molteno employing 250 people.[8]
Factory
The Ouma factory in Molteno is currently the largest employer in the town, with 250 employees.[9][10]
Advertising
Ouma Rusk's advertising slogan ‘Let’s go and dip an Ouma’ is well known in South Africa.[11]
References
- ^ Campbell, James (19 October 1999). The Americanization of South Africa (PDF) (Thesis). University of the Witwatersrand. p. 16. Retrieved 18 October 2016.
- ^ "A flavour of genius". The Marketing Site. Archived from the original on 14 April 2018. Retrieved 30 July 2016.
- ^ "Design Indaba Creative Brief" (PDF). Foodcorp: 3. May 2011. Retrieved 18 October 2016.
- ^ "Design Indaba Creative Brief" (PDF). Foodcorp: 3. May 2011. Retrieved 18 October 2016.
- ^ Burgess, Mike (21 January 2013). "Keeping our Ouma (rusks) in Molteno". Framer's Weekly. Retrieved 19 October 2016.
- ^ Basson, Leilani (3 August 2010). "Ouma's Rusks and her husband's Ford". Leisure Wheels. Retrieved 19 October 2016.
- ^ "Relative value of UK pound (income value)". Measuring Worth. 30 July 2016. Archived from the original on 2016-05-08. Retrieved 30 July 2016.
Income Value is measured using the relative average income to buy a commodity.
- ^ Esterhuizen, Idéle. "Foodcorp invests R47mn in E Cape upgrade, retains 250 jobs". Retrieved 2016-07-30.
- ^ Esterhuizen, Idele (29 August 2012). "Foodcorp invests R47m to save historic Ouma Rusks factory". Engineering News. Creamer Media. Retrieved 19 October 2016.
- ^ Muchatibaya, David (16 May 2016). "How Rusks Became a South African Favourite". Binuns Blog. Retrieved 19 October 2016.
- ^ Grange, Helen (17 June 2014). "The brands that define Mzanzi". IOL Lifestyle. Retrieved 19 October 2016.