Ouma (/ˈoʊ.mɑː/ⓘ (commonly referred to as Ouma Rusks) is a South Africanrusk made from a traditional buttermilk recipe.[1] It was first produced in the rural town of Molteno, in the Eastern Cape, by Elizabeth Ann Greyvenstyn in 1939,[2] in response to an initiative by the town's pastor to help the entrepreneurial efforts of the women in his congregation.[3] The brand currently dominates the relatively-small local rusk market, and is manufactured in the same town it was first produced.[4]
In an effort to reduce the negative impact of the Great Depression, the town's pastor offered each female member of his congregation money to start local businesses and increase their family income.[5][6] They each received a half-crown, which is equivalent to two shillings and sixpence (roughly worth £30 or R520 in 2016).[7]
They were first sold under the brand name "Outspan Rusks" but was changed soon after to 'Ouma' (Afrikaans for grandmother).[8][9]
In 1941,[10] the fledgling governmental Industrial Development Corporation (South Africa) gave its first start-up loan to Ouma Rusks for £1,500.[11] Elizabeth's grandson, Leon Greyvensteyn, who was involved in the establishment and management of the company, went on to found the Simba Chip company in 1956.[12]
Ouma became part of Fedfood in the 1970s, and since 1992 has been owned by Foodcorp (South Africa).[13] As of 2012, Foodcorp still maintains an Ouma Rusks factory in the town of Molteno employing 250 people.[9]
Factoryedit
The Ouma factory in Molteno is currently the largest employer in the town, with 250 employees.[14][15]
Advertisingedit
Ouma Rusk's advertising slogan ‘Let’s go and dip an Ouma’ is well known in South Africa.[16]
Referencesedit
^Campbell, James (19 October 1999). The Americanization of South Africa(PDF) (Thesis). University of the Witwatersrand. p. 16. Retrieved 18 October 2016.
^. The Marketing Site. Archived from the original on 14 April 2018. Retrieved 30 July 2016.
^"Design Indaba Creative Brief" (PDF). Foodcorp: 3. May 2011. Retrieved 18 October 2016.
^"Design Indaba Creative Brief" (PDF). Foodcorp: 3. May 2011. Retrieved 18 October 2016.
^Burgess, Mike (21 January 2013). "Keeping our Ouma (rusks) in Molteno". Framer's Weekly. Retrieved 19 October 2016.
^Basson, Leilani (3 August 2010). "Ouma's Rusks and her husband's Ford". Leisure Wheels. Retrieved 19 October 2016.
^. Measuring Worth. 30 July 2016. Archived from the original on 2016-05-08. Retrieved 30 July 2016. Income Value is measured using the relative average income to buy a commodity.
^. Ouma. 5 November 2013. Archived from the original on 15 May 2014.
^ abEsterhuizen, Idéle. "Foodcorp invests R47mn in E Cape upgrade, retains 250 jobs". Retrieved 2016-07-30.
^Toit, Julienne du (2014-08-15). "KAROO DIARY: Legend of Ouma Rusks". SAPeople - Your Worldwide South African Community. Retrieved 2016-07-30.
^"1941 Ouma Rusks" (PDF). Industrial Development Corporation of South Africa. Retrieved 30 July 2016.
^. The Marketing Site. Archived from the original on 2018-04-14. Retrieved 2016-07-30.
^. MWEB. South Africa. Archived from the original on 31 August 2013. Retrieved 17 June 2014.
^Esterhuizen, Idele (29 August 2012). "Foodcorp invests R47m to save historic Ouma Rusks factory". Engineering News. Creamer Media. Retrieved 19 October 2016.
^Muchatibaya, David (16 May 2016). "How Rusks Became a South African Favourite". Binuns Blog. Retrieved 19 October 2016.
^Grange, Helen (17 June 2014). "The brands that define Mzanzi". IOL Lifestyle. Retrieved 19 October 2016.
January 01, 1970
ouma, rusks, ouma, ɑː, commonly, referred, south, african, rusk, made, from, traditional, buttermilk, recipe, first, produced, rural, town, molteno, eastern, cape, elizabeth, greyvenstyn, 1939, response, initiative, town, pastor, help, entrepreneurial, efforts. Ouma ˈ oʊ m ɑː commonly referred to as Ouma Rusks is a South African rusk made from a traditional buttermilk recipe 1 It was first produced in the rural town of Molteno in the Eastern Cape by Elizabeth Ann Greyvenstyn in 1939 2 in response to an initiative by the town s pastor to help the entrepreneurial efforts of the women in his congregation 3 The brand currently dominates the relatively small local rusk market and is manufactured in the same town it was first produced 4 OumaPlain Ouma RusksProduct typeRuskOwnerRCL Foods 2013 CountrySouth AfricaIntroduced1939 85 years ago 1939 MarketsSouthern AfricaPrevious ownersGreyvenstyn Family 1939 Fedfood 1977 Foodcorp 1992 TaglineBaked on the original farmWebsitewww wbr rclfoods wbr com wbr ouma Contents 1 History 2 Factory 3 Advertising 4 ReferencesHistory editIn an effort to reduce the negative impact of the Great Depression the town s pastor offered each female member of his congregation money to start local businesses and increase their family income 5 6 They each received a half crown which is equivalent to two shillings and sixpence roughly worth 30 or R520 in 2016 7 They were first sold under the brand name Outspan Rusks but was changed soon after to Ouma Afrikaans for grandmother 8 9 In 1941 10 the fledgling governmental Industrial Development Corporation South Africa gave its first start up loan to Ouma Rusks for 1 500 11 Elizabeth s grandson Leon Greyvensteyn who was involved in the establishment and management of the company went on to found the Simba Chip company in 1956 12 Ouma became part of Fedfood in the 1970s and since 1992 has been owned by Foodcorp South Africa 13 As of 2012 Foodcorp still maintains an Ouma Rusks factory in the town of Molteno employing 250 people 9 Factory editThe Ouma factory in Molteno is currently the largest employer in the town with 250 employees 14 15 Advertising editOuma Rusk s advertising slogan Let s go and dip an Ouma is well known in South Africa 16 References edit Campbell James 19 October 1999 The Americanization of South Africa PDF Thesis University of the Witwatersrand p 16 Retrieved 18 October 2016 A flavour of genius The Marketing Site Archived from the original on 14 April 2018 Retrieved 30 July 2016 Design Indaba Creative Brief PDF Foodcorp 3 May 2011 Retrieved 18 October 2016 Design Indaba Creative Brief PDF Foodcorp 3 May 2011 Retrieved 18 October 2016 Burgess Mike 21 January 2013 Keeping our Ouma rusks in Molteno Framer s Weekly Retrieved 19 October 2016 Basson Leilani 3 August 2010 Ouma s Rusks and her husband s Ford Leisure Wheels Retrieved 19 October 2016 Relative value of UK pound income value Measuring Worth 30 July 2016 Archived from the original on 2016 05 08 Retrieved 30 July 2016 Income Value is measured using the relative average income to buy a commodity How a private public partnership saved the historic Eastern Cape town of Molteno Ouma 5 November 2013 Archived from the original on 15 May 2014 a b Esterhuizen Idele Foodcorp invests R47mn in E Cape upgrade retains 250 jobs Retrieved 2016 07 30 Toit Julienne du 2014 08 15 KAROO DIARY Legend of Ouma Rusks SAPeople Your Worldwide South African Community Retrieved 2016 07 30 1941 Ouma Rusks PDF Industrial Development Corporation of South Africa Retrieved 30 July 2016 TMS A flavour of genius The Marketing Site Archived from the original on 2018 04 14 Retrieved 2016 07 30 Ouma Rusks and Simba Chips Roaring success steeped in tradition MWEB South Africa Archived from the original on 31 August 2013 Retrieved 17 June 2014 Esterhuizen Idele 29 August 2012 Foodcorp invests R47m to save historic Ouma Rusks factory Engineering News Creamer Media Retrieved 19 October 2016 Muchatibaya David 16 May 2016 How Rusks Became a South African Favourite Binuns Blog Retrieved 19 October 2016 Grange Helen 17 June 2014 The brands that define Mzanzi IOL Lifestyle Retrieved 19 October 2016 Retrieved from https en wikipedia org w index php title Ouma Rusks amp oldid 1151996698, wikipedia, wiki, book, books, library,
