PSA membership dropped from about 1700 companies and entities to 1153, but Sedibe stressed that the end-goal is not membership, but job creation. "We need to become relevant again," he said "[p]eople have to understand that when you choose to buy a rugby jersey made in China, you are denying someone in KwaZulu-Natal a job."
Sedibe and his team have come up with a strategy aiming to revitalise the PSA campaign - to be presented to the Department of Trade and Industry (DTI) in October. Sedibe hopes that the DTI-session will result in an increase in funding for the buy-local campaign. Previously, PSA's "inconsistent" funding came from government, membership fees and sponsorships. To qualify for the Proudly South African mark, 50% of the cost of product must be manufactured locally, and there must be substantial transformation of any imported material. Manufacturers must use fair labour practices and sound environmental standards, and produce quality goods.
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