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27 September 2021 | Story Leonie Bolleurs | Photo Supplied
Dr Frikkie Maré is serving as one of the directors of the non-profit organisation, the Agri Relief Foundation (ARF).

The agricultural sector is used to facing events of abnormal impact, including floods, droughts, veld fires, and disease outbreaks. Even if it is possible to prepare against any of these risks by taking proper measures, for instance by having a farm emergency plan in place or by securing property properly, there are times when it is not possible or practical for the modern-day South African farmer to proactively manage all the risks they are facing.

It is in times like these that the newly established body, the Agri Relief Foundation (ARF), provides an invaluable service to the agricultural sector. 

Dr Frikkie Maré, Senior Lecturer in the Department of Agricultural Economics at the University of the Free State (UFS), is one of the directors of this non-profit organisation, which focuses on assisting agricultural producers in need. 

This initiative is the brainchild of a number of businesses in the agricultural sector.

He says although there are many institutions in South Africa assisting farmers, most of the current initiatives are geared towards large-scale disasters, such as severe droughts, floods, unpreventable pests and diseases, and veld fires that affect many producers.  

Benefiting the wider society

According to Dr Maré, the ARF will focus on helping individual agricultural producers who are in need; both financially and otherwise.  This may include elements such as the loss of grazing due to brown locust, assistance after a farm attack or murder to ensure the day-to-day running of the farm, and localised natural disasters such as floods, hail, severe cold, or fire.

The group of directors plays a key role in screening the applications for assistance and deciding, based on merit and the availability of resources, who they can assist.

Besides the direct benefit to the farmer, this initiative also adds value to the wider society. “When the sustainability of an agricultural producer is under threat, it also threatens the livelihoods of his/her workers and their families, the rural economy of the nearest town where they purchase production inputs and general groceries, as well as society at large, as less food and/or fibre will be produced.  The assistance of the ARF will therefore ripple out to a much larger level than only the agricultural producer,” explains Dr Maré. 

A learning experience

There is also a benefit for the university. In the classroom, Dr Maré will be able to share any knowledge he is gaining in this process with his students. “Agricultural Economics is fundamentally about ensuring the long-term sustainability of agricultural production through concepts, including but not limited to, production economics, natural resource economics, agricultural management, and marketing.  My involvement in the ARF will provide examples of what can go wrong in terms of primary production that threatens the sustainability of the enterprise and what can be done to assist,” he says. 

Any business or individual can contribute to this noble cause. Financial contributions as well as physical products such as transport, fuel, animal feed, and legal services are welcome. 

Dr Maré says they have already received contributions from companies such as Zoetis (animal health), which sponsor a part of their profit from certain products to the foundation on a continuous basis. Lavendula (animal feed) also sponsored the proceeds of a farmers’ information day.

News Archive

A brand-new image for historic University of the Free State
2011-01-19

Prof. Jonathan Jansen, Vice-Chancellor and Rector, and Prof. Teuns Verschoor, Vice-Rector of Institutional Affairs, during the media conference to launch the new brand.
- Photo: Hannes Pieterse

A new chapter was written in the history of the University of the Free State (UFS) on Thursday, 27 January 2011 when it launched its revitalised brand image. 

The brand evolution has resulted in the adoption of two primary brands to engage with its stakeholders – an evolved academic crest and a new marketing brand for the institution’s offerings and services. 
 
The university, which recently won the World Universities’ Forum award for academic excellence and institutional transformation, was founded in 1904 as a dynamic learning environment where academic excellence and the development of leadership qualities are long-standing traditions. These values are the backbone of the university and the foundation of the new brand as it seeks to adapt to the changing needs of society, without sacrificing its rich history and heritage. 
 
The process of revitalising and creating a renewed image of the UFS, spearheaded by the university’s inspirational leader, Prof. Jonathan Jansen, started in February 2010 and involved a comprehensive and consultative process to understand the deep insights that underpin the fabric of the institution among its key stakeholders. 
 
“We engaged in one of the most expansive and intensive process of consultations with staff, alumni, senate, council and other stakeholders to determine how and in what ways our brand could signal a more inclusive and forward-looking vision that captured the spirit and essence of the new country and a transforming university,” says Prof. Jansen.
 
The new brand is anchored in the university’s renewed motto “In Veritate Sapientiae Lux” (In Truth is the Light of Wisdom), which has been evolved to embrace the diversity of the community the university without losing its essence. As Judge Ian van der Merwe, Chairperson of the UFS Councilnoted,the motto retains concepts with which not only Christians can identify, but which also accommodate all the different viewpoints of the UFS’s diverse students and staff. Hereby a feeling of unity and belonging is promoted.”
 
The new brand identity was developed by the country’s foremost academic branding authority, the Brand Leadership Group. “We worked with the university to develop a brand that reflects an inclusive, forward-thinking truly South African university in tune with its changing environment which embraces its past, present and signals the future,” says Thebe Ikalafeng, founder of Brand Leadership Group.
 
The new brand has found resonance with the various university stakeholders. “The end product is excellent,” commented Mr Naudé de Klerk, Chairperson of Kovsie Alumni. “It represents a history of hope, excellence, innovation and transformation. Above all, it represents a leap of faith, which extends from a humble beginning in 1904 to the strong and vital academic institution it is today.”
 
Finally, where it matters, the new brand also gets the students’ vote. “Our new brand illustrates and communicates to the rest of the world the message that we as the University of the Free State refuse to be tied down to the failures of the past, but instead confidently sprint forward to the successes of tomorrow,” says Modieyi Motholo, Chairperson of the university’s Interim Student Committee.
 
 
 

Media Release
27 January 2011
Issued by: Lacea Loader
Director: Strategic Communication (actg)
Tel: 051 401 2584
Cell: 083 645 2454
E-mail: news@ufs.ac.za
 
 

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