Supreme Flour to set up bake-for-profit businesses

"The concept is simple," says senior brand manager for Supreme Flour and Foodcorp Milling, Liezel van Bergen. "During the six-week vetkoek trolley, promoters produce and sample vetkoek made from Supreme cake wheat flour at various Makro stores within Gauteng.

"Once the promotion is complete, the vendors become the owners of the trolleys and equipment and begin the initial stage of building their own businesses. In addition, the company is encouraging current bake-for-profit entrepreneurs to grow their existing businesses by demonstrating the benefits of the products."

To gain first hand insight into the amagwinya or vetkoek market, the company's marketing team spent time in Soweto and gained some facts from the community. Large quantities of vetkoek are sold in the morning to people on their way to work or school and, although it can be made using two types of dough (soft or stiff), consumers prefer the dough to be sweet.

"Taking all the insights and facts into account, the vetkoek trolley promotion and competition was developed and launched. This initiative is also considered a CSI drive and it is important that we provide people with the skills and expertise necessary to start and operate a successful business independently."

"Promoters are equipped with all cooking utensils and ingredients to produce vetkoek, as well as the clothing and necessary promotional branding," adds Elliot Sijovu, project manager of the vetkoek Initiative. "We selected promoters within the vicinity of the individual Makro stores, as they already know the area and their target market, and they save on transport costs."

Selection, training, success

During the selection process, prospective applicants were interviewed and, once selected, underwent three days of intensive training where fundamentals such as stock control, food safety, cleanliness, safety when working with heat and gas, and general etiquette when dealing with customers were dealt with.

Nthabiseng Ramokgata, a promoter at Makro Woodmead says, "This trolley is a much better setup than I used in the past. I have been baking for family and friends for a long time and have also been making and selling meals to people on the way to work.

"I could never have afforded a vetkoek trolley like this one and I'm very grateful for the opportunity to own it. With the knowledge that I have gained, I will be able to produce many more vetkoek to sell and grow my own business."

Besides the nine promoters earning their trolleys, the company will also be giving away a vetkoek trolley or one of five 8-week baking courses at Jabulani Cooking School in its Amagwinya Entrepreneurship Competition.