Amarula field guide scholarship benefits 104 in Botswana

Staff Writer | Monday October 5, 2015 11:25

Distel marketing manager for Botswana Lesotho Namibia and Swaziland Hardie Basson with Distell Botswana managing director Mothusi Molokomme in black and the 2015 trainees

Brought by Distell, who brews a number of hit labels such as Amarula, Hunter’s, Savanna, wines and spirits, the Amarula Trust aims to invest back into the communities they operate in.

Distell Marketing Manager for the Botswana, Namibia, Lesotho and Swaziland region Hardie Basson says the Amarula Trust aims to drive projects that ensures up-liftment of the communities.

The Amarula Trust, according to Basson gets its funds from the Amarula Chocolates that are sold all over the world.

The Amarula Trust have been running their field guide scholarship programme for Botswana for eight years now. The program also runs in Namibia where some 64 graduates have already come through. In fact last year two of the Namibia’s products of this program scooped the best guides or guides of the year gongs.

Basson says his organisation is extremely delighted with the progress of the graduates of the training programme in Botswana, particularly “ We supply opportunities for training then we track progress through a Botswana based entity, Kanabou Conservation Link, and the feed back we are getting is extremely positive; the graduates are now operating in lodges as guides and lodge managers”.

Basson says although the first badge of trainees were drilled in South Africa, the Amarula Trust very soon decided to take the program to Botswana in order to invest money in Botswana, as well as ensuring that the trainees are taught market relevant courses uses the physical environment they are most likely to benefit from as graduates.

Basson says they have engaged a Botswana company, Eco Training, to coordinate the program; “ By appointing a local accredited institution, we are also ensuring that money goes back to Botswana”

“ It is a huge amount of money that we have put into training in Botswana; we are investing in the future of our people, I think just going that direction alone is bigger than the brand we are selling, since we are giving opportunities to people to get education”.

Basson says the internationally acclaimed Amarula creamy alcohol brand is founded on the concept of sustainable development.

Amarula’s icons, the morula tree, the morula fruit, and the elephant are more than just beautiful images decorating the Amarula bottle, it is a mark of commitment to environmental conservation, recognition of tourism as a sustainable driver of economies, as well as emphasis on the importance of conservation of wildlife species.

In fact the Amarula Trust has under its wing elephant research projects that are being funded in various countries including Botswana, for sustainability purposes.

“ The Morula fruit, tree, and the elephant icons are the heart of Amarula, which is only found on the continent of Africa; so Amarula’s link to the heart of Africa.

Basson says in Phalaborwa, South Africa, where the Amarula factory is located, they work with tribal chiefs and the members of the public in collecting the morula fruit. “ We also work with them to protect the tree and the elephant, conserving the elephant is to ensure tourism thrives in Africa for years to come, hence our involvement in tourism; it is a natural link”, he says responding to the question why as an alcoholic beverage they have found it fit to invest in what seems like a completely different entity such as tourism.

The Amarula beverage also perceives itself as a serious tourism product, not just an alcohol product.

Amarula home, also known as home, has been built as a tourists attraction centre in Phalaborwa, where friends of Amarula visit the hospitality centre. The Amarula Lapa is the hospitality centre for the now world-famous Spirit of Africa. Made from thatch, stone and wood, it is a simply constructed but luxurious and welcoming spot created from traditional materials.

Here, just 12km south west of Phalaborwa, guests can sample Amarula in a variety of ways, learn about the origins of the world-famous drink and buy Amarula memorabilia.

Close by is the processing plant where the fresh marula fruit is brought during the harvesting season but the Lapa itself is open all year round to give visitors the chance to experience Amarula at its source.

On the way to the famous Kruger National Park, tourists can come and stretch their legs at the Amarula Lapa.