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10 June 2022 | Story Leonie Bolleurs | Photo Leonie Bolleurs
Christopher Rothmann
Christopher Rothmann is standing in one of the containers that will form part of the science park for entrepreneurs.

Adding to the value chain, extending the teaching and learning process, and supporting the development of the surrounding communities – this is the result of seven years of hard work for the Paradys Experimental Farm of the University of the Free State (UFS). Whether it is yoghurt and cheese from the dairy factory, wool products from the wool production and wool processing hub, or an ice-cold beer from the fermentation institute, the farm will soon share the fruits of its labour with the Bloemfontein community.

Situated outside Bloemfontein on the road to Reddersburg, the farm is an agricultural training centre in the Faculty of Natural and Agricultural Sciences for UFS students who, among others, take modules in agriculture, working with cattle, sheep, crop cultivation, and milk production. Moreover, the farm also offers training opportunities to members of the community, ranging from short courses in animal health and animal breeding to workshops in wool classing, sheep handling, and sheep management. 

“We want to take students through the entire production chain. It is a valuable part of our teaching and can make our work on the farm more profitable. The aim is to extend the use of a specific product. Instead of only selling milk, we add value to the product and sell it, for instance, as cheese or yoghurt. Or in the case of grain, rather than only selling it to wholesalers to make bread, it can be fermented into beer and waste can be used as animal feed,” says Prof Frikkie Neser, Head of the Department of Animal Sciences. He is the convenor of this initiative, along with the Dean of the Faculty of Natural and Agricultural Sciences, Prof Danie Vermeulen.

Currently, eight departments in four of the faculties at the UFS are involved in the work on the experimental farm. 

Natural products in the dairy processing unit

Dr Analie Hattingh, Manager of the dairy processing unit and Lecturer in the Department of Animal Science, is responsible for the entire production process in the dairy processing unit, from concept development up to sales. Since the installation of the unit started in May 2021, two lines of cheese have been produced – a delicious semi-hard, full-cream all-rounder, and a more exotic cheese with different flavours, containing ingredients such as cumin, chili, garlic, peppercorns, and mango. The Department of Sustainable Food Systems and Development (CENSARD) will later cultivate and harvest some of these herbs in the tunnels on the experimental farm. The department will also be involved in product development.

More recently, Dr Hattingh also started to investigate the development of a yoghurt line with different flavours – the more traditional mixed fruit and strawberry, as well as more exciting flavours such as pear caramel.   

“All our products are natural,” she says. 

This initiative adds to the already established centralised infrastructure hub on the experimental farm, which supports wool production and processing. Under the auspices of CENSARD, members from the community are taught, among others, entrepreneurial skills in different aspects of wool processing, such as knitting, making felt products, spinning, and weaving. 

The group of women in the wool processing unit is producing, among others, felt pencil cases, laptop bags, hand/
bookbags, tray cloths, and soft toys. 
Photo: Leonie Bolleurs. 

Creating products from dairy and wool is not only contributing to job creation; it also empowers communities to create a sustainable livelihood for themselves.

Award-winning beer 

Award-winning beer makers Dr Errol Cason, Senior Lecturer in the Department of Animal Science, and Dr Christopher Rothmann, postdoctoral research fellow in the Department of Animal Sciences, are looking forward to opening a fermentation institute on the Paradys Experimental Farm. 

With their background as microbiologists, the two founders of Liquid Culture (in 2018) produced commercial batches of yeast used mainly by breweries for the fermentation of beer. They are supplying Bloemfontein as well as several breweries nationwide with their quality yeast. 

At the fermentation institute on the farm, these home brewers and owners of Kraft Brewing Co hope to not only continue brewing bear, but to also teach others about the fermentation process. Installation of the vessels, which were previously part of the South African Brewery’s World of Learning, is almost complete.

Dr Errol Cason, Dr Christopher Rothmann, and Barry Crous
Dr Errol Cason, Dr Christopher Rothmann, and Barry Crous at what will soon be a fermentation institute on
the Paradys Experimental Farm. 
Photo: Leonie Bolleurs

Entrepreneur science park 

Prof Neser says they are also in the process of constructing an entrepreneur (science) park for students in the sciences. Upon completion, the park will boast nine containers with the necessary infrastructure for students to work on innovation projects – promoting an entrepreneurial culture at the UFS. 

The farm will also provide a service to the agriculture industry by testing feed intake and growth rate in cattle, evaluating these animals’ efficiency in converting feed to body mass. Prof Neser says the UFS is the only university conducting these tests on cattle. Similar trials will also be conducted on sheep, in collaboration with BKB, ALPHA, and RFID.

Grass has been planted in the open areas, and trees and tables with benches are planned to create a welcoming space for school groups to visit during the week in order to learn about the wool and dairy value chain. Members of the community will also be invited to display and sell their products on Saturdays, along with the goods produced on the farm. The scene is set, and soon all projects will benefit not only UFS staff and students, but also the community.

Dr Analie Hattingh is constantly looking at developing
new products for the dairy processing 
unit. Here she
i
s testing feta cheese. 


News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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