Caption L-R: Pictured at the launch of the Iwisa No 1 Fills Good campaign at the Crescent of Hope Rehabilitation Centre in De Deur near Vereeniging in September:
Muhammed Riyaad, Crescent of Hope Administrator and Counsellor; Kevin Moodley, Premier National Wholesale Key Account Manager; Mohammed Gathoo Jnr, Devland manager; Phumzile Nhlapo, Premier Marketing Senior Brand Manager: Maize, Breakfast and Pasta; Julian Singonzo, Premier Managing Executive: Sustainability
As families and communities start budgeting for the festive season, many are looking for novel ways to “give back” and assist the less fortunate – despite having to navigate the potentially tough festive season ahead. “This is something we’re seeing more and more within our customer communities,” notes Abdullah Vaid, Devland Cash and Carry: Head of Marketing. “We remain humbled by our consumers’ remarkable spirit of generosity, and willingness to ‘make a plan’ to help those in need.”
The good news for big-hearted customers is that Devland’s partnership with Iwisa No 1 has made this possible through the Iwisa No 1 Fills Good campaign: a unique “purchase with purpose” initiative.
“The Iwisa No 1 Fills Good campaign was inspired by our belief that generosity shouldn’t require a separate budget,” says Phumzile Nhlapo, Premier’s Senior Brand Manager: Maize, Breakfast and Pasta. “We wanted to find a campaign mechanism that would allow you to support a local NPO making a real difference in your own community using the power of choice. Iwisa No 1 Fills Good campaign makes this possible. Every time you buy any Iwisa No 1 product at Devland, a percentage of the product purchase goes directly to the campaign beneficiary; the Crescent of Hope – furthering their remarkable work with vulnerable community members, especially women and children.
One of South Africa’s trusted staples, Iwisa No.1 has been a household brand for almost 70 years. “Our promise of building communities to make everyday people’s everyday lives better remains just as relevant today as it was when we first launched,” notes Nhlapo. “We remain committed to building trust and creating wonderful family memories through consistent quality, nourishment and fill. Iwisa No 1 Fills Good creates meaningful and lived experiences of this commitment – benefitting others most in need. Through the campaign, we’re making it possible for our consumers to be part of something greater, where each purchase becomes an intentional contribution to positive change.”
She adds that this is not a CSI-initiative: the donation comes directly from the product price. “In this way, it is a direct expression of Premier’s commitment to earn the right to operate through the spirit of ubuntu – communal care and generosity – where we enable families to support those in need without adding to their financial burden.”
In the case of Devland’s campaign’s beneficiary – the Crescent of Hope – the donations collected between now and the end of March 2026, will be used towards buying an additional vehicle for the organisation. “This will help us to continue serving vulnerable community members with crisis interventions, rehabilitation and psychosocial support, as well as the skills development services we offer across our various centres,” explains Muhammed Riyaz Limbada, Manager of the Crescent of Hope.
He notes that the campaign will fill a critical need, especially as we approach the festive season – when demand for support services usually increases while donor contributions decline as families focus on their own immediate needs. “We expect to see this again this year, especially as South Africans try to navigate the current cost of living crisis. With most individual donors typically servicing consumer debt every month, the festive season brings additional pressure with gifts to buy, family gatherings to host and January school fees looming. Sadly NPOs like ours are often the most affected.”
“We understand that South African families are under immense pressure to do more with less,” says Nhlapo. “The Iwisa No.1 Fills Good initiative allows them to feed their families with quality, nutritious maize meal while contributing to community upliftment – all within the budget they’ve already set aside for groceries. This makes it a win-win for the festive season!” she concludes.
The Iwisa No.1 Fills Good campaign runs until the end of March 2026 at all Devland Cash and Carry locations. For more information about Crescent of Hope’s work in the community, visit www.crescentofhope.co.za
