Johannesburg — THE pickle in which Proudly South African now finds itself -- disowned by the government department that spawned it but unable to generate enough revenue to pay its own way -- represents an ideal opportunity to rethink the entire concept.
The philosophy behind the organisation's creation six years ago, as a vehicle to encourage South Africans to buy locally produced goods rather than imports, was not debated adequately. As a result, it has never been clear precisely what Proudly South African was trying to achieve, nor what means it might legitimately adopt to get there.
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