Ouma Rusks

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This article was considered for deletion at Wikipedia on June 11 2014. This is a backup of Wikipedia:Ouma_Rusks. All of its AfDs can be found at Wikipedia:Special:PrefixIndex/Wikipedia:Articles_for_deletion/Ouma_Rusks, the first at Wikipedia:Wikipedia:Articles_for_deletion/Ouma_Rusks. Purge

Advertising? Ouma Rusks (Template:Lang-af - literally "Grandmother's Rusks")- is a well-known South African brand of rusk made from a traditional South African recipe for beskuit.[1] The dried bready snack is usually dipped in coffee or tea before being eaten.[2] The brand gave its name to the company Ouma Rusks, later changed to just "Ouma". "Ouma" became part of Fedfood in the 1970s, and since 1992 has been owned by Foodcorp (South Africa).[3]

The brand has become an iconic South African product[4] that is now consumed internationally, due to the diaspora.[2] The brand is marketed with the slogan Doop 'n Ouma (in Afrikaans) or Dip 'n Ouma (in South African English), meaning to "Dunk an Ouma".

The "Ouma Rusks" brand were developed in the 1939s in the Eastern Cape town of Molteno, where the effects of the Great Depression were causing hardship amongst the rural community. During this time, as the story goes, a certain Ouma Greyvensteyn and her friends attended a church meeting where possible ways of alleviating poverty were discussed. At the end of the meeting, each of the women were given a half-a-crown coin (the equivalent of 5 shillings) and told to multiply it using their 'talents', as in the Gospel. Ouma Greyvensteyn used this money to buy ingredients and made her traditional family recipe of boerbeskuit.[5] In 1940 the newly created governmental Industrial development Corporation (South Africa) gave its first start-up loan to Ouma Rusks.[6][7] Ouma Rusks were first sold as "Outspan Rusks" but the name was soon changed.[8]

See also


  1. Campbell, James. (2010) "The Americanization of South Africa." p. 16
  2. 2.0 2.1 "The Ouma Legend Lives On and On." Africa News Service 24 April 2012. accessed via subscription Gale General OneFile, or via AllAfrica.com by subscription
  3. "Ouma Rusks and Simba Chips - Roaring success steeped in tradition". MWEB (South Africa). Archived from the original on 31 August 2013. http://www.mweb.co.za/Entrepreneur/ViewArticle/tabid/3162/Article/8847/Ouma-Rusks-and-Simba-Chips-Roaring-success-steeped-in-tradition.aspx. 
  4. Dicey, Lynette (2007). "Authentic packaging". Journal of Marketing (South Africa) 2007: 15. http://reference.sabinet.co.za/webx/access/electronic_journals/mfsa1/mfsa1_feb_2007_a8.pdf. 
  5. "How a private-public partnership saved the historic Eastern Cape town of Molteno". Ouma. 5 November 2013. Archived from the original on 17 June 2014. http://ouma.foodcorphosting.co.za/news_article.php?newsid=4. 
  6. Rustomjee, Zavareh. (2007) "The Development of South Africas Chemical Industry and Its Implications for Chemical Sector Development in Southern Africa." Instituto de Estudos Socials e Economicos (IESE), Maputo, Mozambique
  7. "A public-private partnership success story." Business Day (South Africa) 14 September 2012. accessed via subscription Gale General OneFile.
  8. "Ouma: Welcome". Ouma. http://ouma.foodcorphosting.co.za/.