Selati: Over 50 years of sprinkling joy into everyday life

Since 1965, Selati has established and cemented a cherished place in hearts and cupboards across the country. A simple yet profound mission to spread joy has allowed the brand to give back to communities, empower local growers, and enrich the lives of our nation’s youth. Whether in a bowl of porridge, a cup of tea, a celebratory cake or even your favourite sticky chicken dish, where there is Selati, there is joy.

Selati and its products have always been synonymous with quality, giving consumers a consistent taste and standard they can trust. South Africa’s number 1 brown sugar brand is committed to more than just the products they provide and its promises to consumers. They are just as passionate about activities that make our nation a better place. It’s why Selati’s support can be found in the realms of sport, traditional leadership, education, health institutions, and beyond. Selati’s legacy is a proud one that’s created many opportunities for young people to get a quality education, tertiary education, learnerships, other work-related training, and long and short-term employment opportunities. None of this would be possible without the support of deep community relations that foster social unity.

The Selati difference is one made through core projects that have existed for many years. One shining example is the Star Schools Project, which fosters talent and benefits the company’s skills pipeline. The success of this programme is quite remarkable, with some of the candidates reaching executive levels within the company and others holding senior key positions in many organisations nationwide.

Selati shares the RCL FOODS Purpose of Growing What Matters in a number of ways. It is evident in the Selati Cup, a platform for the youth to showcase their soccer skills, whilst keeping them inspired and steering them towards the things that lead to a brighter future. It’s a well-supported tournament that has amassed a wonderful following since its inception. In the Nkomazi area in particular, most soccer stadiums seem to operate at less than half of their total capacity but when it’s Selati Cup time, every game sees the venues filled! The President of SAFA in Mpumalanga once stated, “You will never have a stadium that can accommodate all Selati Cup fans.” This, we believe, is a testament to the brand’s investment in its communities.

Although Selati is already involved in many initiatives, the brand welcomes new opportunities that resonate with community interests and drive upliftment, with increased activity during times of need like floods, drought, fires and other natural disasters.

Selati is also passionate about sustainability and the brand is focused on investing in things that will help grow communities, making them more future-fit. A key example of this was an infrastructure rebuild within the small-scale farming sector after flooding in 2023, that saw more than R30 million invested into water pump infrastructures. This has ensured the continuity and sustainability of small-scale farmers and helped secure the futures of these businesses!

As Selati looks back fondly on what it has built over the last half-century, the brand looks forward to what lies ahead and to sprinkling even more joy in hearts and homes across South Africa!