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Shoprite launches new private label to boost local brands



South Africa’s largest retailer Shoprite is introducing an exclusive private-label product range sourced from local small, medium and micro enterprises (SMMEs).

Shoprite said that the new Homegrown label creates numerous opportunities for emerging businesses to thrive in retail.

With access to Shoprite’s 534 supermarkets nationwide, SMMEs can get their products onto shelves, increase turnover, and create additional jobs for their local community.

This follows the launch of Shoprite Next Capital in 2022, a business division dedicated to giving small suppliers access to its customer market.

“Homegrown” refers to the products within the new private label is 100% produced in South Africa by local businesses. The product range includes South African favourites such as candy, tomato sauce, popcorn, chutney and biscuits.

The new range also allows consumers to buy a more quality range at Shoprite stores without compromising their budget.

The following SMMEs are part of the initial range of Homegrown products launching in stores:

  • Wonder Snacks: A family-owned and operated business that makes popcorn. It has grown its staff by over one-third as part of Homegrown.
  • Khayelitsha Cookies: A Cape Town baking business with 87 employees devoted to empowering women. Its range includes several types of cookies.
  • Exotic Taste: Started in 2006, the company makes mango and vegetable chars. Being part of Homegrown has allowed the business to employ more than 30 people.
  • Le Bon Bon: A snack foods and confectionery manufacturer started in Cape Town in 2012. It has 200 employees across several divisions and focuses on price points and innovation.
  • Gordon Sweets: A family-run confectionary with 30 years of experience. The company employs approximately 50 staff in Cape Town.

All products in the new label are MSG-free, Tartrazine and Azo Dye-free and made with sustainable palm oil.

Shoprite said that the range will continue to grow as new products and suppliers are added.

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