This festive season, Pernod Ricard, the world-second largest spirits producer, is investing R29.7 million into local economies around Gauteng as part of the second year of its popular gifting campaign Phakamisa iSpirit. Started in 2022 with an investmen...
Gregory Leymarie, CEO of Pernod Ricard South Africa and Sub-Saharan Africa says, “During the Covid-19 pandemic we decided to re-allocate the festive season budget traditionally spent on imports and use those resources to invest in the local economy instead. This intention eventually gave birth to Phakamisa iSpirit..
Phakamisa iSpirit is run in partnership with the Gauteng Department of Economic Development and Furntech. Through this campaign, Pernod Ricard helps develop local artisans, particularly in the furniture-making space, by providing each participant with training in SETA-accredited courses covering carpentry, business management, manufacturing, technology, and accounting. Through Furntech, the makers are also able to access the organisation’s considerable pool of resources and practitioners.
artisans, helped start more than 430 SMMEs and created over 1000 jobs so we are confident that we have the right partners on board to give this campaign the credibility and longevity it deserves.Last year, two of the stand-out furniture makers from the Phakamisa iSpirit campaign went on to start their own businesses. Both Hosea Matlou and Sandile Tsulo came from underprivileged backgrounds and through the campaign have been able to create businesses that changed their lives.
“Before I partnered with Phakamisa ispirit, my mother lived in an RDP house with 9 orphan children. I couldn’t afford equipment and my dreams of being a business owner seemed out of reach. Since becoming part of Pernod Ricard’s Phakamisa iSpirit initiative, I have managed to help build my mother a home, purchased administration and data capturing equipment and have taken some big steps toward achieving my goals,” says Tsulo.
This year Pernod Ricard has eight makers enrolled into the programme, three of whom are female. These exceptionally talented women have managed to shine in a very male-dominated space. As such, we felt it was our duty to give them a platform where they could develop their skills and get access to opportunities that may otherwise be denied to them.” says Leymarie.
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