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25 June 2020 | Story Leonie Bolleurs | Photo Supplied
Prof Arno Hugo recently participated in a session on food with integrity during a webinar by the Integra Trust, where he presented a lecture focusing on the importance of food traceability and the information communicated to the consumer.
In the complete process between farm and fork, consumers are looking for someone to hold accountable if their animal welfare, product quality, and product safety expectations are not met.

On World Sustainable Gastronomy Day earlier this month (18 June 2020), Prof Arno Hugo from the Department of Microbial, Biochemical and Food Biotechnology’s Food Science division at the University of the Free State (UFS) participated in a webinar by the Integra Trust, titled Heal the Land, Heal the People.

The Integra Trust was established to advance climate-smart sustainable and regenerative agriculture. It values the production, distribution, and utilisation of food with integrity in order to heal the land and the people.

Integra Trust strives to promote agriculture that has a limited footprint on the environment.

Prof Hugo’s lecture during the session on food with integrity, focused on the importance of the traceability of food and the information communicated to the consumer. 

Physical and emotional connectedness to farm and the producer
According to him, modern consumers want to know where their food comes from and want to be physically and emotionally connected to the farm and the producer. In the case of meat, for example, they want to know if the meat they buy is ethically produced and whether the animal was treated in a humane manner during the slaughter process. They also want a guarantee that the food they buy is free of harmful substances.

Prof Hugo states: “The consumer’s need for origin-based food is now playing out in a variety of ways, as food processors and retailers are labelling their products according to the origin of the product. One way of achieving this, is through a good traceability system.”

In his presentation, he focused on traceability from a meat industry perspective.

“Thus, in a good traceability system, a product on the store shelf can easily be traced back to the farmer and the farm where the food was originally produced. In modern traceability systems, it is even possible for the consumer to take the product in the store to a scanner that can read the ‘barcode’ and then showing a photo of the farmer and the name and location of the farm where it was produced,” explains Prof Hugo.

Food traceability important from food safety point of view
“Despite the consumer’s emotional need to connect with the farm and the producer, food traceability is also extremely important from a food security and food safety point of view,” he adds.

Although in its simplest form, it is a comprehensive process of keeping record of suppliers and customers in order to allow reconstruction of the product chain in case of need, it is doable. “In Europe, some 25 million cattle per year are now slaughtered with full traceability. The challenge of providing a secure form of identity through this process, is therefore a formidable one. This is achieved with the use of modern technologies such as Blockchain and DNA technology,” explains Prof Hugo. 

Joining him in the session on food with integrity were, among others, Errieda du Toit, chef, food writer, and culinary commentator (talking about perceptions in terms of difference between fast food and story food, asking if it is driven by social media) and Christiaan Campbell, chef and food consultant (talking about achieving synergy and communication between producer and consumer via the food value chain). Steven Barnard of Farmer Kidz presented a session focused on the younger generation, focusing on why it is important to connect children with food production.

News Archive

UFS Communication and Brand Management receives two prestigious international awards
2015-07-07

Lelanie de Wet, Lacea Loader and Leonie Bolleurs

The Department of Communication and Brand Management at the University of the Free State (UFS) received two of the six Gold Quill Awards – that were awarded to South African companies and institutions - at the International Association of Business Communicator’s (IABC) Excellence Gala ceremony in San Francisco, US on 15 June 2015.

The awards ceremony formed part of the 2015 IABC World Conference, which took place from 14-17 June 2015. The department received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook and a Gold Quill Merit Award for the B Safe Take Action campaign.

From the 15 countries that entered, a total of 120 Gold Quill Excellence awards and 189 Gold Quill Merit awards were awarded. Other South African award winners included Barclays Africa Group Limited, Mediclinic and the Cape Peninsula University of Technology (CPUT).

This is the second year in a row that the UFS has been recognised by the IABC for its communication projects. In 2014, the department was awarded the Jake Wittmer Research Award for a Stakeholder Perception Audit conducted in February 2014. The audit was considered – by the IABC - as one of the best breakthrough strategies used by a university to measure the perceptions of its stakeholders.This made the UFS the first tertiary institution in Africa to receive the research award. The stakeholder perception audit also received an Africa Gold Quill in 2014.

"Being recognised by a global association such as the IABC for the second time, is a great honour and I am very proud of what my colleagues have achieved by entering the two campaigns. Winning the awards is a true indication of what can be done when a team of expert communicators is committed towards engaging their target audiences with campaigns that speak of quality and innovation. The fact that the UFS is one of only two tertiary education institutions in the country to receive these prestigious awards, makes it even more special," said Lacea Loader, Director: Communication and Brand Management at the UFS.

IABC World and Africa conferences 2015 

The IABC is a global membership association with a network of 12 000 members in more than 80 countries, representing many of the Global Fortune 500 companies. It serves professionals in the field of business communication, bringing together the profession’s collective disciplines.

With the theme: Changing landscape: Informing the future, the 2015 world conference was attended by over 1 200 delegates from across the world. Delegates were offered an opportunity for learning, discovering, and connecting. Loader also made a presentation entitled ‘Award-winning measurement endorses sound reputation management strategy’ at the world conference.

The department will also be receiving two Africa Gold Quill Awards from the Africa chapter of the IABC for the same campaigns on 30 July 2015 in Johannesburg.

UFS #FaceOfFacebook Campaign

The university received a Gold Quill Excellence Award for its social media campaign, UFS #FaceOfFacebook. This initiative originated in the university’s commitment to its Human Project, which sets the standard for good behaviour and care.

Lelanie de Wet, Manager: Social Media and Website Content and project leader of UFS #FaceOfFacebook, said the project was born from the need to communicate with students. Thus a virtual friend, #FaceOfFacebook, was created. “Yearly auditions are being held to choose the new face representing the UFS on Facebook. Short video clips of the #FaceOfFacebook – whether it is attending events or communicating important messages - are posted on the UFS Facebook page. The successful candidate holds the title #FaceOfFacebook for 12 months.

“When I look at a campaign such as #FaceOfFacebook, from the time it took its first tentative steps in 2013, and see how it inspired staff and students alike, my heart swells with pride. Often you can see the impact you have made only in retrospect. The ripples you send into the world will inevitably create waves,” she said.

B Safe Take Action Campaign

The B Safe Take Action campaign of the university received a Gold Quill Merit award from the IABC.

The campaign was activated in September 2013. “It targeted on- and off-campus students and staff, aiming to create social ownership of personal safety, and to raise awareness of the safety measures put in place by the university,” said Leonie Bolleurs, Manager: Internal Communication and project manager of the campaign.

The campaign looked at a number of safety aspects, focusing not only on crime but also on being safe from road accidents and stress/burnout.

It is the second time this year that the BSafe campaign has been recognised for its innovative strategy. Earlier this year it received a PRISM Award (Gold) from the Public Relations Institute of Southern Africa (PRISA). The annual PRISM Awards are about recognising and celebrating great public relations campaigns.

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