Few brands can boast a heritage stretching back more than one hundred years. Fewer still are so well loved that they have earned a place amongst the world's top two percent of brands that have achieved some of the highest scores for emotional bonds with consumers (according to Milward Brown). Clover, however, proudly lays claim to both. It's also the most trusted dairy brand in South Africa, according to 2006 research conducted by Markinor - and the second most trusted brand overall, across 26 categories.

These accomplishments are a result of the passion and pride which the Clover family has invested in its brand. And it is, indeed, a family, for Clover has its roots in the National Cooperative Dairies, a co-op established in 1898. The company came into its current guise in 2000. It was decided to relaunch the Clover company, so that would encompass all products produced by the organisation. In 2004, the brand was taken one step further with the introduction of a new corporate identity, complete with fresh packaging and an innovative communications strategy.

Clover's journey is far from over. The brand's production of milk of a consistent quality has provided the platform for the launch of other branded products which are sure to prove just as popular amongst consumers. Indeed, Clover's latest incarnation will be as a company that specialises in branded goods; a strategy which makes sense given the increasing competition amongst consumer commodities.

To this end, Clover is conducting an ongoing review of supportive grocery items and products which may find resonance with the brand, and therefore be introduced into its stable. Not just any product will do, however: it has to fit with Clover's reputation as a caring and nurturing brand. It must also have a place within Clover's highly developed distribution infrastructure, and must be supply chain friendly. The brand continually investigates international food trends by accessing information from all around the world, and participating in important overseas industry events. This, together with focused product development in each category, is helping the brand identify such key products.

Brand owners are also aware that traditional forms of advertising may not always be appropriate for all products. At present, Clover's marketing activities are generally geared towards creating awareness of new product lines; however, the brand is becoming increasingly more media savvy, and is turning to such non traditional interventions as product placement in major South African television productions.

In the meantime, South African consumers continue to look upon Clover as their dairy brand of choice. And small wonder: the brand's keen focus on quality starts with the selection of the farmers who supply the dairy used in all products. All milk is tested for impurities and antibiotics, and only if it passes these stringent examinations is it good enough for Clover. Throughout the milk's journey, there is an uncompromising insistence on hygiene and storage under the right conditions, so that when the milk - a highly perishable substance - reaches the consumer, it is utterly pure and absolutely fresh.

Clover's careful attention to consumers' changing lifestyle needs has resulted in the introduction of a number of innovations. SealFresh milk, for example, is a groundbreaking product which makes use of the latest production technologies to ensure that fresh milk enjoys a shelf life of up to 15 days - a considerable improvement on the norm.

South African consumer lifestyle trends indicate, in contrast to their European counterparts, that South African mothers ensure that their children drink full cream milk, believing it to be best for their health. Another product based on consumer trends is Clover Danone Activia yoghurt, which contains active live cultures for better digestive health. This product acknowledges the current overall focus on holistic wellness.

Standing proud together is eleven of the twenty-two Clover Mama Afrikas.
Front row - from left to right: Glenrose Mashiqa, Esther Nkosi, Veronica Gqamlana, Lorraine Keke (caregiver), Albertina Bloko, Portia Mongake.
Back row - from left to right: Alinah Marumo, Ntomdekaya Qona (caregiver), Rosemary Machogo, Shirley Merime, Linah Maluleke.