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27 December 2019 | Story Dr Cindé Greyling | Photo Supplied
When academics and economics meet

KovsieInnovation at the UFS is bridging the gap between industry and academics with a powerful force. For too long, research remained an academic pursuit, with many innovative ideas stuck between the pages of a thesis – only to come alive during exclusive, short-lived conference proceeds.


KovsieInnovation

Recently, Gerard Verhoef, Director in the Directorate: Research Development (DRD), and his team from KovsieInnovation finalised their Innovation and Commercialisation Strategy in order to create a structured pathway for good ideas. The primary objective of KovsieInnovation – the UFS Innovation and Entrepreneurship Office – is to achieve sustainable growth in third-stream income from innovative research activities stemming from the UFS. “Potential successful ideas must be feasible, viable, and sustainable, and we formulated an eight-step plan to facilitate this,” Verhoef explains. Ultimately, the DRD wants to attract new and continuous research as a renowned academic knowledge partner that can foster, drive, and successfully commercialise innovative research activities; and in doing so, foster an entrepreneurial culture at the UFS.


Liquid Culture

One such success story is the development of Liquid Culture into a business of choice, supplying liquid yeast to breweries and bakeries. Christopher Rothmann and Dr Errol Cason are the driving forces behind this company that produces their sought-after and stable yeast product in the Department of Microbiology, Biochemistry and Food Biotechnology at the UFS. With world-class equipment and laboratories, they house one of the largest yeast-culture collections in the world.

Both Rothman and Dr Cason were home brewers for many years before starting to produce commercial batches. They believe it would not have been possible without the help of KovsieInnovation. This project was also one of the finalists in the National Entrepreneurship Intervarsity.


Christo Strydom Nutrition (CSN)

Another innovative way in which the UFS generates third-stream income via the DRD, is by partnering with already successful commercial products. One such example is the recent successful royalty agreement with CSN. With this transaction, the university unlocked its brand potential to the benefit of both the industry partner and the UFS. Quality assurance remains the key success factor for deals like this.

News Archive

UFS appoints advertising agencies
2005-08-19

The University of the Free State (UFS) has awarded its marketing and communication account to a unique joint venture between two advertising agencies.

The agencies involved are the Durban-based TBWA and the Bloemfontein-based agency called C-squared (which stands for Consumer Connectedness).

According to the UFS Director of Marketing, Dr Ivan van Rooyen, the idea of a joint venture came about after a rigorous selection process during which both agencies were short-listed.

“The UFS recognised the synergies that could be developed by having an established agency working together with an emerging agency, which at the same time advances black economic empowerment in the Free State,” Dr van Rooyen said.

He said the UFS was keen to increase awareness locally and nationally about the UFS as a quality institution of higher learning in a very competitive market. The two agencies, he said, are well placed to assist the UFS in achieving this objective.
 
Mr Ben Moseme, chief executive of C-squared, said his agency looked forward to working on the UFS account with TBWA.

Mr Daryl Bennewith of TBWA in Durban says the agency is excited about the opportunity of developing the UFS brand and positioning it for the future.

“We are passionate about the role communication can play in changing perceptions and establishing the UFS as the benchmark for all higher education institutions embracing the challenges of transformation,” Mr Bennewith said.

Media release

Issued by:  Lacea Loader
   Media Representative
   Tel:  (051) 401-2584
   Cell:  083 645 2454
   E-mail:  loaderl.stg@mail.uovs.ac.za

18 August 2005
 

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