SAFSAP, Lands of the South

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Presentation by Ken Ndiaye at the 8th Brussels Development Briefing - Brussels, 11 December 2008 - http://brusselsbriefings.net/

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SAFSAP, Lands of the South

  1. 1. SAFSAP, Lands of the South <ul><li>A new label dedicated to products cultivated in the South </li></ul>
  2. 2. Plus au Sud ? <ul><li>A private limited company </li></ul><ul><li>Founded in 1997 </li></ul><ul><li>To develop and promote food and cultural products of the South, from Africa in particular </li></ul><ul><li>Urban social interaction </li></ul><ul><li>Active citizenship in North-South relations </li></ul>
  3. 3. Drink a Flower! <ul><li>Safsap is made from dried hibiscus flowers </li></ul><ul><li>In a solidarity-based partnership with cooperatives of small farmers </li></ul><ul><li>The flowers are selected with the greatest possible care from organic crops from Sahelian Africa . </li></ul>
  4. 4. Partnership <ul><li>Sahelian PO </li></ul>
  5. 5. SAFSAP: bissap, karkade, jamaica,… <ul><li>In the Wolof language of Senegal, Safsap means “deliciously exquisite!” </li></ul><ul><li>Plant entirely cultivated in sub-tropical regions: sorrel </li></ul>
  6. 6. The drink of friendship <ul><li>Probably </li></ul><ul><li>the most convivial non-alcoholic drink! </li></ul><ul><li>Safsap can be mixed, </li></ul><ul><li>colour, flavours and tastes, </li></ul><ul><li>with numerous fruit juices or alcohols to produce </li></ul><ul><li>an endless number of cocktails ! </li></ul>
  7. 7. Tests/Analyses <ul><li>CERIA </li></ul><ul><li>Brussels Laboratory </li></ul><ul><li>ITA </li></ul><ul><li>ITQI </li></ul>
  8. 8. Taste and Quality
  9. 9. Safsap range <ul><li>We are in the process of adding other original Safsap based products to our range: </li></ul><ul><ul><li>A jelly to be eaten as it is or used to enhance and prepare deliciously unexpected dishes, </li></ul></ul><ul><ul><li>An hibiscus flower based beer, </li></ul></ul><ul><ul><li>A concentrated essence of Safsap, </li></ul></ul><ul><ul><li>Dried flowers available in sachets, to be used for personalised drinks and culinary inputs, </li></ul></ul><ul><ul><li>A complete granita making set </li></ul></ul>
  10. 10. Packaging <ul><li>1 L </li></ul><ul><li>20 cl </li></ul><ul><li>One way </li></ul><ul><li>Recyclable </li></ul>
  11. 11. Which distribution network? <ul><li>Horeca (hotels, restaurants and cafés) sector </li></ul><ul><li>Ethnic </li></ul><ul><li>Organic </li></ul><ul><li>Solidarity </li></ul><ul><li>Delicatessens </li></ul><ul><li>Supermarkets </li></ul>
  12. 12. Export <ul><li>Support of Brussels Export </li></ul><ul><li>France </li></ul><ul><li>Germany </li></ul><ul><li>Denmark </li></ul><ul><li>The Netherlands </li></ul><ul><li>Spain </li></ul><ul><li>Luxembourg </li></ul>
  13. 13. Merchandising <ul><li>T-shirts </li></ul><ul><li>Caps </li></ul><ul><li>Glasses </li></ul><ul><li>Pens </li></ul><ul><li>Musical pods </li></ul>
  14. 14. Labels <ul><li>Max Havelaar </li></ul><ul><li>Bio </li></ul><ul><li>ITQI </li></ul>
  15. 15. Difficulties <ul><li>Access to credit and aids </li></ul><ul><li>Credibility of “made in Africa” products </li></ul><ul><li>Tariff barriers </li></ul><ul><li>Organisational shortcomings of local economic networks: </li></ul><ul><ul><li>production, </li></ul></ul><ul><ul><li>distribution, </li></ul></ul><ul><ul><li>transport, </li></ul></ul><ul><ul><li>quality controls, etc. </li></ul></ul>
  16. 16. Ken NDIAYE <ul><li>Degree </li></ul><ul><ul><li>in Social Sciences from ULB </li></ul></ul><ul><ul><li>Pme-start diploma awarded by the Institut Catholique des Hautes Études Commerciales (ichec). </li></ul></ul><ul><li>Manager of Plus Au Sud, a private limited company formed in 1997 avec Paul Jamoulle. </li></ul><ul><li>Trainer and speaker at numerous Belgian development cooperation institutions (agcd, ctb, ncos, iteco, Entraide et Fraternité, apefe, etc.) </li></ul><ul><li>Member of non-governmental organisations such as the Csa), ccae/b or aprad (multidisciplinary association for research applied to development) </li></ul><ul><li>Dancer choreographer, actor and musician by training and by profession and a dynamic contributor to various cultural structures </li></ul><ul><li>Scientific contributor and coordinator at the Royal Museum of Central Africa, in particular on diaspora related issues. </li></ul>

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