Exporter invests in manufacturing

The role played by South Africa’s export community can never be underestimated and there is no doubt that the country’s exporters have what it takes to become internationally competitive. But exporters cannot function in a vacuum. Benno Woznica has been exporting for more than 25 years and is an expert on markets from the north to the south. “Everything in South Africa is in place – from the infrastructure to the banking system – to make us globally competitive exporters, but we are not promoting our exports enough. Government and the private sector must work together to ensure more business profile matches are made, that we are truly reaching our potential and stimulating exports.” Woznica, founder and owner of Identity Watch, a Cape Town-based exporting company, put his money where his mouth is and invested heavily in a second company when he and his daughters bought African Souvenirs in Johannesburg. “This move has led to us now also being manufacturers,” says Woznica. “We have been exporting watches and clocks with corporate logos around the world for years. Now we are trading as African Souvenirs and have entered the souvenir market, manufacturing a wide range of products in Johannesburg.” From teaspoons and key rings to copperplated animals, the range of extensive products is finding homes across the world. “Curios made in Africa are highly sought after,” says Alexa Woznica. “We have invested over a million rand in this new venture. We believe in the future of exports and that South Africa has an important role to play – not just in Africa, but the world.” Exporting is facing serious challenges though, says Woznica. “The currency is against us at present as our products are expensive in the international markets. Also the cost of freight has substantially increased, especially in and around Africa, where there are so many other factors at play such as security or the non-arrival of goods at the final destination. Also air freight rates are extremely expensive making it not a viable option.” The ‘Made In Africa’ trademark has much potential, says Woznica. That was one of the reasons we decided to invest in manufacturing – but it cannot be too pricey. “We must recognise that we cannot compete with the quantities being manufactured in China for instance, but we can produce well-manufactured goods at a steady rate to be sold at competitive prices anywhere in the world.”