The hunt for South Africa’s top consumer products is on, with the announcement of the call to enter the 2013 FAIRLADY Consumer Awards.
The hallmarks of the Awards process are accuracy and fairness in identifying the best consumer products within the 12 major categories featured.
This year sees a new face on the judging panel – celebrity chef and radio personality Jenny Morris. Known as The Giggling Gourmet, Morris is one of South Africa’s best-loved food personalities, and will join the panel of FAIRLADY Test House judges tasked with the arduous task of trying, tasting and selecting the finalists in the Food Wine categories.
In addition to Morris and independent tester Liz Webb, the panel of FAIRLADY Test House judges includes FAIRLADY editor Suzy Brokensha and FAIRLADY speciality editors Robyn MacLarty (wine), Justine Kiggen (food), Sally Kramer (Test House editor), dieticians Lila Bruk and Kim Hofmann (health), and Tasneem Larney (consumer). In addition to at least two to four speciality judges chaired by the relevant FAIRLADY editor, the Baby and Children’s category will be judged by Jenny Collins, editor of Your Baby Your Pregnancy, and Helen Schoer, editor of Baba Kleuter.
Another food-related enhancement this year is a new award for Best Food Blogger, voted for online by FAIRLADY readers. “The internet and bloggers in particular have become so influential in our decision-making about food, from what to cook for dinner to which brand of dark chocolate to buy,” says Kiggen. “It makes sense for us to give our seal of approval to bloggers who are of great service to consumers as a source of inspiration, and through their fastidious approach to their work.”
According to Brokensha, the number of entries last year increased by 164% from the previous year, and the number of categories more than doubled. “The dramatic growth in the number of entries is the most important endorsement we can get from readers and producers alike. After 48 years in this market, the FAIRLADY stamp of approval is seen by our readers as a real statement of quality in a complex and heavily traded marketplace,” says Brokensha.
Consumer Award winners in 2012 were Consol 1-litre glass jar with a solar-charged LED light (Best South African Product Household), Five Roses Long Leaf Tea Infusions (Best Healthy Drink) , LeapFrog Leap Pad (Best Toys for Children – 3 Years Plus) and Clicks My Earth Eco Friendly All Purpose Cleaner, which proved that green cleaning products can be effective.
Here’s to Your Health
This year, the majority of new categories are health and wellness related, says Kramer. “The nine new categories represent our readers’ growing interest in healthy and organic products. These areas are particularly fraught with confusion and, at times, misleading information, so our involvement of dieticians as additional judges as well as the care we take in product evaluation really means a lot to our audience.”
Kramer adds that FAIRLADY readers are also expressing a greater interest in appliances which speak to a healthy lifestyle. “It is likely that health grills, juicers and bread-makers will feature in this year’s Awards,” she said. “Related to this focus on health and being kind to the environment is an increased interest in white goods such as fridges and washing machines that are of good value, but use less water and electricity.”
The awards are open to all FMCG products and entries will be processed through the testhouse.fairlady.com online hub. The easily accessible one-stop hub provides users with consumer reviews, tips, information and trusted ratings on all things consumer.
“We also have a Reader’s Favourites Survey – a reader competition attached to the voting process,” says Brokensha. “The awards wouldn’t be the same without input from our readers, who are actively using and experiencing the products every day. The competition acknowledges the critical value of word-of-mouth, which plays a major role in consumer decision-making.”
Log on to testhouse.fairlady.com to enter.
For more information, email consumerawards@fairlady.com. The 2013 winners will be announced in the November issue of the magazine.
For more information about FAIRLADY magazine, go to www.fairlady.com, www.facebook.com/fairladymag, and follow @Fairladymag on Twitter.
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Author: Lisa van Leeuwen from Lisa van Leeuwen Publicity. Originally distributed by MyPR.co.za.
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