BevCo has unveiled its transformative Route to Market (RTM) Expansion Project, aptly named the Khula Nathi Programme, marking a bold step in growth an
BevCo has unveiled its transformative Route to Market (RTM) Expansion Project, aptly named the Khula Nathi Programme, marking a bold step in growth and innovation following its acquisition of global beverage giant VBL. This initiative underscores BevCo’s commitment to fostering sustainable job creation, community empowerment, and competitive growth within South Africa’s beverage industry.
The Khula Nathi Programme aims to create economic opportunities for the communities that consume BevCo products, going beyond traditional retail transactions. According to BevCo CEO Pieter Spies, the programme represents a “shared value model” that fosters both competition and community upliftment.
“It’s a give-to-give orientation that we hope leaves the communities we refresh with equally refreshing opportunities for them and their families because we were there,” said Spies.
Market boost
At the heart of the Khula Nathi Programme are several strategic initiatives designed to boost market accessibility, create meaningful employment, and enhance BevCo’s customer reach. Through a partnership with a specialized service provider, BevCo is recruiting and training new sales representatives to penetrate underserved markets and provide personalized retailer support.
In Gauteng, BevCo has introduced an innovative model where local individuals are employed as mobile salespeople. Equipped with motorbikes and operational tools, they engage directly with spaza shop owners, ensuring product availability in hard-to-reach areas.
Entrepreneurs nationwide are empowered with mobile vending trolleys, strategically positioned in high-density areas like taxi ranks. BevCo supports these hawkers with initial inventory, discounted ice, and connections to wholesalers for favorable stock pricing.
BevCo has invested in coolers worth R15,000 each, placed at key outlets to ensure beverages are stored at optimal temperatures. These coolers are locally manufactured, further supporting job creation. Increased demand has led to the appointment of additional production staff, including packers, pickers, line operators, and drivers, ensuring seamless integration of expanded operations.
BevCo’s strategy focuses on uplifting local economies while achieving business growth. The programme enhances local manufacturing, provides entrepreneurial support, and facilitates skill development, creating a ripple effect of economic benefits.
Vanessa Ikin, BevCo’s Chief People Officer, highlighted the company’s dedication to professional growth within communities: “By recruiting new sales representatives, we’re filling critical roles while also empowering individuals to build careers in a dynamic and supportive environment.”