SAB hosts KwaZulu-Natal education rally on liquor trading

Joining in the fun at the SAB / DEDT Responsible Trader Programme in Newcastle yesterday are from left to right : Grey Uys SAB General Manager, Dr Vincent Maphai – Executive Director Corporate Affairs & Transformation, General Bethuel Maseko – SAPS Cluster Commander Newcastle, Wayne McCauley – SAB Director Sales & Distribution and Host of the Mass Education Rally show – Sbu.

This partnership, which began in March 2011, has seen the training of 2600 liquor traders to date and strengthened the initiative of an advertising campaign, entrenching the awareness and importance of responsible trading through billboard messaging.

The rallies incorporate insightful, engaging and entertaining industrial theatre and commentary to drive the key messages of the programme. A game show at the end of each session ensures traders have absorbed and understood the content and its importance.

The company developed the programme in response to its company's concern of the harm alcohol abuse can cause to communities. Its main objective is to encourage self-regulation amongst traders by creating awareness of the social, health and economic consequences of irresponsible trading. Championing co-regulation within the liquor industry through targeted interventions, including this programme, is a key tenet of its alcohol strategy.

Key areas

The programme focuses on three key areas:

• Creating awareness about the need for responsible consumption and the role the trader plays in driving a reduction of alcohol abuse in their respective communities
  
• Building trader competence in actively ensuring responsible trading in the outlet
  
• Building trader competence in creating awareness amongst outlet staff and customers about responsible trading and the harm caused by alcohol abuse

Added to the negative impact of their behaviour on individuals and communities, traders run the risk of losing their operating licenses and therefore their income and livelihood.

Police take hard line

Major General Bethuel Maseko, SAPS cluster commander in Newcastle commented that it is taking a hard approach and encouraged traders to comply fully with licence conditions.

"South Africa has placed a spotlight on looking for a solution to substance abuse. KwaZulu-Natal in particular has declared a no-nonsense approach to licensed outlets, which fail to comply with license conditions.

Dr Vincent Maphai, SAB executive director corporate affairs and transformation added, "As recognised leaders in their respective communities, our traders are the most powerful force in the fight against the harm caused by alcohol abuse. Behaving responsibly and creating awareness of the dangers of alcohol abuse amongst their staff and customers can have a positive and long-term impact on communities.

"At the same time, responsible trading has an impact on business sustainability. Traders need to change the way they do business in order to thrive and survive and responsible trading is how they achieve this," concluded Maphai.

SAB expects to expand on the programme over the coming months and to build relationships with government and industry to assist in strengthening the success of the programme into the future.