AFRISAM ENCOURAGING APPROPRIATE BEHAVIOUR OF CEMENT CONSUMERS

With South Africa’s carbon tax in force since 1 June this
year, AfriSam is providing customers with transparent pricing and the ability
to make greener choices.

According to Richard Tomes, sales and marketing executive
at AfriSam, the way the company complies with the new carbon tax is aimed at
encouraging the appropriate behaviour of consumers. Rather than apply a blanket
price increase, AfriSam is allocating the amount of carbon tax due on each bag
of cement.

The carbon tax is a levy that varies according to the
amount of carbon emitted in the manufacture of a product. The different cement
brands in AfriSam’s range contain varying amounts of clinker – the most
energy-consuming element of cement. This means that the carbon footprints of
the brands differ from each other.

“We are taking a transparent and responsible approach to
the new tax,” says Tomes. “By showing the amount of carbon tax payable on each
specific bag of cement, our customers will still see the base price that we are
charging. This avoids any confusion about how much of the final price is going
toward the tax.”

He notes that this approach will also make it easier for customers
to identify the AfriSam cement brands with lower carbon footprints.

“We believe that a tax should not just be a punitive tool,
but it should also affect behaviour in society,” he says. “Just as cement
producers are working hard to reduce carbon emissions, so the end-user can also
play their part by choosing an environmentally-friendly brand.”

While certain specialist cements demand higher clinker
content, he says AfriSam increasingly uses extenders to create high-quality
cement brands with lower environmental impact.

More information at
www.afrisam.com