Leather Mark promotion

25 March 2010

The South African Skin Hide and Leather Association (SHALC) have decided to resume the promotion of genuine leather. After a gap of almost twenty years, active generic promotion of genuine leather and the registered Leather Mark is back on the agenda, according to Colin Gerrans, SHALC chairman.


PR company Twins, which originated the successful ‘Beef-up’ campaign, will assist SHALC and both organisations have devised a communications strategy which was due to commence earlier this year. Limited funds dictate that furniture upholstery, footwear and leathergoods will receive the initial attention. The Red Meat Industry Forum is granting limited funding from statutory levies collected from hides and skins and dealers will be contributing towards the costs of point-of-sale stickers, tags etc.

Source: S&V African Leather

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