The initial phase of the project has identified four key areas, Umlazi, Khayalitsha Thembisa, and Soweto, where a matriarchal figure, the 'Mama Afrika', will be chosen to specify the needs of her community. These mamas will be selected because they are not merely aware of what is lacking in their communities, but are actively addressing those needs in whichever way they can. They take responsibility for the care of the aged, the orphans, the ill and the abused; they motivate their communities through their deeds. At the same time, Clover's mamas are able to see beyond the plight of their communities and nurture hope.
Clover's role is to assist these communities with the funding, the tools, the skills and the expertise, i.e, whatever they may require, to help themselves. Where needed, the company will supply a sewing machine and an overlocker and access to a tracksuit-making course, to empower the women of the communities to become self-sufficient. The clothing they make will be a commodity that can be sold. Clover will also supply kitchen appliances and provide basic cooking courses, where needed, so that food can be sold for a profit. Hence, new skills will be acquired and jobs created.
Clover's assistance will not be a once-off gesture. The company will ensure the sustainability of its 'Mama Afrika' projects by monitoring the progress of the communities. Members of the community will be utilised to attend to the maintenance of machinery, appliances, buildings etc. A dream would be to see the goods and crafts in demand and that Clover could, in the future, promote these goods on their website.
Clover has always followed good corporate citizenship practises and believes that it is inextricably part of the community. The company aims, through 'Mama Afrika', as well as its many other social responsibility initiatives, to help build the nation, alleviate poverty and restore dignity. It is ultimately giving back to the communities it serves.
