South Africa remains the beloved country; a land of great opportunity – as is the continent of Africa. To express its commitment to the country, the continent and a transformed democratic Africa, Jeffares & Green embarked on a rebranding exercise at the end of 2015.

Now known as JG Afrika, the company and its staff are excited about the message they are sending – a message that tells the world that Africa has a lot to offer.

“Our name change speaks to our commitment to being proudly South African. We want to make a bold statement that we are locally owned and managed and plan to remain so. The company has a rich heritage and history in Africa. We are very excited about the future and remain committed to our beloved continent,” confirms Phakamile Ngqumshe, director and branch manager: Johannesburg.

A new name with history

The inclusion of JG in the company’s new name denotes its acknowledgement of, and appreciation for, its history, while Afrika indicates its independence, its love for the continent, and is a nod to the native African spelling of Africa.

This is most obviously represented in our first democratic National Anthem, ‘Nkosi Sikelel’ iAfrika’. With this name, we will show the world that we are true to our African roots, while remaining unique and maintaining our independence,” believes Ngqumshe.

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