Business

Liqui Fruit Faces Setback as Mashatile Pushes for Stricter BEE

Published

2 hours ago

September 12, 2025

Chiraag

Liqui Fruit trademark ruling South Africa, Pioneer Foods advertising board decision, Paul Mashatile BEE policy speech, rand exchange rate against dollar, toll gate tap and go system South Africa, Gauteng Health audit failure, South African economic outlook, Joburg ETC

Rand steadies after global shifts

The South African rand gained ground this week after fresh economic signals from the United States. Stronger-than-expected inflation data, coupled with rising unemployment claims, have raised hopes that the Federal Reserve could cut interest rates soon. On Friday morning, the rand was trading at R17.37 to the dollar, R23.55 to the pound, and R20.38 to the euro. Oil prices were slightly lower at 65.90 dollars a barrel.

Blow for an iconic local brand

In a decision that rattled one of South Africa’s most recognisable names, the Advertising Regulatory Board’s appeals committee has ruled against Liqui Fruit. The board deemed the brand’s “Nothing But Fruit” slogan misleading, ordering owner Pioneer Foods to change or drop the trademark altogether. Earlier this year, the company was also told to retract claims about sourcing locally. For a brand deeply woven into the country’s beverage culture, the ruling marks a major reputational blow.

Mashatile doubles down on BEE

Deputy President Paul Mashatile has spoken out firmly on broad-based Black economic empowerment. He dismissed calls to scrap BEE, saying that abandoning it would be tantamount to returning to apartheid. In his view, the policy is not failing but rather in need of stricter application. Mashatile’s remarks are a reminder that transformation remains at the centre of the government’s economic agenda.

Economic challenges linger

FirstRand CEO Mary Vilakazi added her voice to the ongoing debate about growth, warning that South Africa’s economic recovery will not be quick. She acknowledged that progress is being made but argued that structural reforms will take time, with meaningful growth only likely in the next two years.

Everyday changes ahead

Motorists can expect a shift in the way they pay tolls. By the end of 2025, most toll plazas will offer tap-and-go facilities, allowing drivers to use debit cards or smart devices instead of cash. This modernisation is part of a broader move towards convenience and digital payments on South African roads.

Trouble in Gauteng’s health department

The Auditor General of South Africa has flagged the Gauteng Department of Health as the only provincial department showing non-compliance in every area checked. The damning assessment points to a lack of effective internal controls and raises further concerns about one of the country’s most critical public service departments.