Product type | Rusk |
---|---|
Owner | RCL Foods (2013) |
Country | South Africa |
Introduced | 1939 |
Markets | Southern Africa |
Previous owners |
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Tagline | Baked on the original farm |
Website |
www |
Ouma ( /ˈoʊ.mɑː/ ⓘ (commonly referred to as Ouma Rusks) is a South African rusk made from a traditional buttermilk recipe. [1] It was first produced in the rural town of Molteno, in the Eastern Cape, by Elizabeth Ann Greyvenstyn in 1939, [2] in response to an initiative by the town's pastor to help the entrepreneurial efforts of the women in his congregation. [3] The brand currently dominates the relatively-small local rusk market, and is manufactured in the same town it was first produced. [4]
In an effort to reduce the negative impact of the Great Depression, the town's pastor offered each female member of his congregation money to start local businesses and increase their family income. [5] [6] They each received a half-crown, which is equivalent to two shillings and sixpence (roughly worth £30 or R520 in 2016). [7]
They were first sold under the brand name "Outspan Rusks" but was changed soon after to 'Ouma' (Afrikaans for grandmother). [8] [9]
In 1941, [10] the fledgling governmental Industrial Development Corporation (South Africa) gave its first start-up loan to Ouma Rusks for £1,500. [11] Elizabeth's grandson, Leon Greyvensteyn, who was involved in the establishment and management of the company, went on to found the Simba Chip company in 1956. [12]
Ouma became part of Fedfood in the 1970s, and since 1992 has been owned by Foodcorp (South Africa). [13] As of 2012, Foodcorp still maintains an Ouma Rusks factory in the town of Molteno employing 250 people. [9]
The Ouma factory in Molteno is currently the largest employer in the town, with 250 employees. [14] [15]
Ouma Rusk's advertising slogan ‘Let’s go and dip an Ouma’ is well known in South Africa. [16]
Income Value is measured using the relative average income to buy a commodity.