Re.Bag.Re.Use Footstool Proves Old Tapes Can Tell a New Story

Caption: Re.Bag.Re.Use’s VHS footstool has been awarded Bronze in the Creative Solutions category by the South African Plastics Recycling Organisation (SAPRO). Made from discarded VHS tapes, wood offcuts and fabric scraps, this handcrafted piece proves that waste can be reimagined into something bold, functional and beautiful. Covered in crocheted VHS tape and finished with reclaimed materials, it is a true celebration of creativity, community and sustainability. Special thanks to upholsterer Fatsan John Singano and crocheter Joana Mnisi for creating this beautiful piece!

The Re.Bag.Re.Use initiative has been awarded Bronze in the South African Plastics Recycling Organisation (SAPRO) Awards, Creative Solutions category, for its innovative VHS footstool. This accolade celebrates the ingenuity of transforming hard-to-recycle waste into meaningful, functional and sustainable design.

Crafted entirely from repurposed materials, the VHS footstool is a striking example of creativity meeting sustainability. The internal structure is built from discarded VHS cassettes, while the tape inside each cassette is deconstructed and crocheted into a durable, textured cover. Offcuts of wood and fabric, sourced and upholstered by a local upholsterer in Imizamo Yethu, Hout Bay, complete the finishing and provide strength, comfort, and style.

What makes the footstool truly unique is that it contains 100% repurposed material, with absolutely no virgin input. To date, nearly 1,000 VHS tapes have been diverted from landfills through this project.

Regine le Roux, Founder of Re.Bag.Re.Use, says, "This award is not just recognition for the product, but for the community behind it. Every piece we make tells a story of sustainability, creativity, and opportunity. The VHS footstool, beautifully brought to life by upholsterer Fatsan John Singano and crocheter Joana Mnisi, challenges how we think about waste. It proves that even the most obsolete items can be given a new life that is both stylish and functional."

The initiative does more than protect the environment. By working with women in the community and local businesses, Re.Bag.Re.Use creates income-generating opportunities, offering both dignity and purpose through craft.

Oliver Bonstein, General Manager of SAPRO, adds, "The VHS footstool stood out because it combines innovation with real-world impact. It shows how design thinking and craftsmanship can address complex waste streams while creating something people want in their homes. It is this type of creative repurposing that drives our recycling economy forward."

The award underscores the vital role that small-scale, artisanal solutions play in tackling South Africa’s recycling challenges. While modest in scale, the VHS footstool demonstrates the potential of creativity and collaboration in building a more sustainable future.

Re.Bag.Re.Use are not collecting VHS tapes at this stage, but their award-recognised products are available to purchase at www.rebagreuse.com. For something tailor-made, you are welcome to place a bespoke order via sales@rebagreuse.com

For more information about Re.Bag.Re.Use visit www.rebagreuse.com

For more information on SAPRO https://www.plasticrecyclingsa.co.za/

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From Waste to Worth: How Women are Crocheting a Cleaner Future

 

Caption: Mother and daughter duo Maggie Rabbiea Milanzi (right) and Jacquline Morake (left) are proud members of the Re.Bag.Re.Use team. Based in Mpumalanga, they work together to transform empty Blue Ribbon bread bags into functional art. Jacquline meticulously cuts the plastic her mother crochets during her daily commute to Pretoria. The extra pocket money they receive once the products are finished helps cover household essentials like groceries and school supplies. It is a story of purpose and partnership, one stitch at a time.

With Women’s Day being celebrated on 09 August, we take a moment to honour the incredible women behind the Re.Bag.Re.Use initiative. Across South Africa, from Mpumalanga to Hout Bay, six cutters and 15 crocheters are transforming empty bread bags into vibrant, functional art. This is not just about reducing waste. It is about restoring dignity, creating purpose and unlocking economic opportunity for women through creativity and community.

This Women’s Month, Re.Bag.Re.Use is shining a light on the creativity and resilience of the remarkable women behind the initiative. Each product tells a story of beauty, resourcefulness and hope.

"It is about seeing potential where others see waste. Turning something headed for landfill into something people love and use. That is the magic of Re.Bag.Re.Use; making something out of nothing," says Regine le Roux, founder of the initiative.

Among the team is Maggie Rabbiea Milanzi, a crocheter from Mpumalanga who was taught her craft by her mother. By day, Maggie works as a cleaner in Pretoria. During her daily  commutes, she uses her time to crochet beautiful products using plastic strips cut by her daughter, Jacquline Morake, a new mother herself.

"I love being able to use my creativity to earn a little extra for my family," says Maggie. "The money helps with groceries and baby essentials. I am proud to be part of Re.Bag.Re.Use," adds Jacquline.

Their story is one of many. Thanks to the generous support of Blue Ribbon, the Re.Bag.Re.Use team has repurposed more than 14,800 Blue Ribbon bread bags in the past year alone. That amounts to nearly 104 kilograms, the weight of a baby elephant. Since the project began in April 2020, they have saved more than 144,000 bags from landfill. That is the equivalent of over eight baby elephants.

"This partnership reflects our commitment to sustainability and community development," says Stephanie Hoy, Marketing Executive for Bakeries at Premier FMCG. "It is about helping families create brighter futures through creative, practical solutions.

"Our bread bags are 100% recyclable. But we love seeing them upcycled before they even reach a recycling facility," adds Hoy. "This is sustainability with purpose."

Consumers can support the project by purchasing a Re.Bag.Re.Use product. Because when women thrive, communities grow stronger.

The Re.Bag.Re.Use range can be viewed here: www.rebagreuse.com/blueribbon.html

View videos:

Meet Maggie: https://www.facebook.com/BlueRibbonBread/videos/592032340243599

Meet Jacquline and Maggie: https://www.facebook.com/BlueRibbonBread/videos/971351754827508

Caption: Maggie Rabbiea Milanzi, a proud member of the Re.Bag.Re.Use team, lives in Mpumalanga and commutes to Pretoria for work. During her daily journeys, she crochets beautiful, functional pieces using empty Blue Ribbon bread bags, turning waste into something truly wonderful.

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About Blue Ribbon Bread

Flour. Water. Yeast. The three simple things that make a loaf of bread, but it’s the ability to share, care and connect over Blue Ribbon bread, which has been bringing South Africans together since 1882. Continuous improvements to our product recipe means that our loaves are packed full of flavour and freshness – always delivering on that mmmm Yum Taste. 

About Re.Bag.Re.Us

Re.Bag.Re.Use is an award-winning community-driven initiative that repurposes discarded bread bags into handcrafted, multifunctional items. Launched in Hout Bay, Cape Town, the project empowers local women by providing them with skills and income opportunities, while promoting environmental sustainability. Each product tells a story of social upliftment, with a portion of the proceeds supporting local charities, including the Neighbourhood Old Age Home (NOAH) and the SPCA. Re.Bag.Re.Use is transforming waste into opportunity, one stitch at a time.

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Reputation Does Not Clock Out After Hours

 

The Coldplay concert may have dazzled fans, but the real headline came from the audience. A now-viral kiss-cam clip captured a couple in an affectionate embrace. It soon emerged that the pair were both senior executives from the same company. One is the CEO. The other, the Chief People Officer. Both are married, just not to each other. The moment raised eyebrows and has since sparked widespread conversation about leadership, integrity and public perception. The spotlight shifting from entertainment to ethics.

At Reputation Matters, we work with organisations and leaders to build and protect their reputations. One of the core truths we emphasise is this: a leader cannot separate personal choices from professional consequences. You are your values, on and off the stage.

Reputation is built through consistent, authentic behaviour. The best leaders embody their values daily. What you do in private speaks just as loudly as what you say in public. When those do not align, trust breaks. Culture weakens. Confidence erodes.

Leadership is not about what you say in strategy sessions. It is about what people observe in everyday actions. It is about being someone your team can respect and rely on. If your private decisions contradict your company’s purpose or values, then they are not values. They are marketing lines.

To quote Warren Buffett: never do anything in life that you would be ashamed to see on the front page of your hometown newspaper.

Two families are affected. A team and a brand are caught in the aftermath. This is more than viral content. It is a sobering reminder that values must be lived, not laminated.

Authentic leadership is the foundation of any meaningful reputation. Your team is always watching. So is the world.

"What values are you living offstage?"

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Repurposing with Purpose: Celebrating Upcycling, One Stitch at a Time

Caption: Joana Mnisi, one of the talented hands behind Re.Bag.Re.Use, carefully crochets a new creation using upcycled Blue Ribbon bread bags. For Joana, every stitch is a lesson, a legacy, and a promise: to keep learning, to lead by example, and to leave behind a cleaner world for her grandchildren.

As International Upcycling Day approaches on 24 June, Re.Bag.Re.Use is proud to spotlight the power of turning waste into worth. This creative community initiative, based in Hout Bay, brings together 21 women: 15 crocheters and six cutters who repurpose discarded bread bags into beautiful, multifunctional items.

Through their hands and hooks, plastic waste is given new life as stylish, sustainable products that not only reduce environmental harm but also generate income, spark creativity and foster community pride.

One of the first women to join the Re.Bag.Re.Use team, Joana Mnisi, shares her journey.

A grandmother with a gentle smile and a determined spirit, Joana has become a quiet yet powerful presence in the group. Armed with patience and purpose, she transforms empty plastic bags into beautiful multi-functional crocheted creations that carry more than groceries. They carry a message.

“Each stitch is a small step towards a cleaner environment,” she says. “When my grandchildren visit, I show them what I’m working on and remind them that waste doesn’t have to be wasted. It’s something we can reuse. It’s something we can learn from.”

Joana’s craftsmanship is second to none. Her attention to detail and commitment to excellence set a high standard for the team. For her, the journey is both environmental and personal. She continues to learn new patterns and techniques, proving that growth has no age limit. “I never imagined I would be learning like this at my age,” she says. “Every project teaches me something new.”

Thanks to the generous support of Blue Ribbon, the Re.Bag.Re.Use team has repurposed an astonishing 14,843 Blue Ribbon bread bags from June 2024 to May 2025. This weighs in at just under 104 kg, roughly the weight of a baby elephant. Since the project began in April 2020, they have collectively diverted more than 144,000 bags from landfill, over 1,009 kg of plastic saved. For a touch of perspective: that’s the equivalent of more than eight baby elephants.

“At Blue Ribbon, we believe in creating a better tomorrow through the choices we make today,” says Jenelle Bosman, senior brand manager at Blue Ribbon. “Supporting Re.Bag.Re.Use allows us to contribute to cleaner communities, while empowering women like Joana to teach the next generation the value of upcycling and environmental care.”

Together, these 21 women are crocheting change, one bread bag, one loop, one stitch at a time. Their work is proof that upcycling is not only about reducing waste, but about creating value, dignity and opportunity in every thread.

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Media Contact

Regine le Roux

0833021528

regine@rebagreuse.com

 

 

About Blue Ribbon Bread

 

Flour. Water. Yeast. The three simple things that make a loaf of bread, but it’s the ability to share, care and connect over Blue Ribbon bread, which has been bringing South Africans together since 1882. Continuous improvements to our product recipe means that our loaves are packed full of flavour and freshness – always delivering on that mmmm Yum Taste.

 

About Re.Bag.Re.Us

Re.Bag.Re.Use is an award-winning community-driven initiative that repurposes discarded bread bags into handcrafted, multifunctional items. Launched in Hout Bay, Cape Town, the project empowers local women by providing them with skills and income opportunities, while promoting environmental sustainability. Each product tells a story of social upliftment, with a portion of the proceeds supporting local charities, including the Neighbourhood Old Age Home (NOAH) and the SPCA. Re.Bag.Re.Use is transforming waste into opportunity, one stitch at a time.

New Report Reveals What’s Driving Public Relations in Africa Today

New Report Highlights Ethics and Digital Transformation as Key Drivers of Africa’s Evolving Public Relations (PR) Industry

Last week, the African Public Relations Association (APRA), which is celebrating its 50th anniversary this year, together with the Public Relations and Communications Association (PRCA), unveiled the latest findings of their annual research into ethics and the public relations (PR) landscape across the continent. The results were presented at the APRA conference, which took place in Mombasa, Kenya. The research was conducted by leading African reputation research consultancy, Reputation Matters.

Now in its sixth consecutive year of tracking ethics and the fourth of mapping the broader PR landscape, the study continues to provide valuable insights into the trends shaping communication across Africa. For the second year running, the research also explored attitudes towards artificial intelligence (AI) and the evolving digital landscape.

This year’s study drew responses from 313 professionals across 24 African countries, representing the broadest regional participation to date. South Africa contributed 30% of responses, followed by Kenya (17%), Nigeria (16%), and Cameroon and Mauritius (7% each). Every response offers rich, contextual insight, reinforcing the diverse and dynamic nature of Africa’s communications landscape.

The results highlight a profession adapting to rapid technological change while reaffirming its ethical foundations. Long-standing challenges, such as underrepresentation at board level and the undervaluing of evaluation and measurement, remain prominent. At the same time, new ethical concerns are emerging as technology accelerates communication at an unprecedented pace.

Key insights from the 2025 research include:

Ethics under scrutiny: Corruption remains the most frequently cited ethical challenge across the countries represented in the study. Respondents noted that broader societal issues such as cultural norms, social injustice, and weak enforcement mechanisms continue to impact public trust and institutional credibility.

AI and ethics in tandem: 69% of participants see AI as a tool to enhance, not replace, PR practice. However, concerns about misinformation, manipulation, and the responsible use of emerging technology are widespread.

Boardroom influence slowly improving: While 40% of respondents believe PR is still undervalued at board level, 38% report that business leaders now rely more heavily on PR counsel, a notable rise from 31% in 2024.

Training gaps persist: There is ongoing demand for professional development, particularly in strategic communication, crisis management, and reputation management. 

PR’s resilience and reach: Although overall response numbers dipped slightly from 2024, the increased regional diversity points to growing sector maturity and a shared belief in PR’s ability to build trust during times of reputational and governance challenge.

Arik Karani, President of APRA, said, “In an era where trust is fragile, the value of ethical public relations has never been clearer. This report shows both the urgency and the opportunity for PR professionals to lead with integrity.”

Sarah Waddington CBE, Interim CEO of PRCA, added, “While optimism is encouraging, it must be matched with a firm commitment to ethics, accuracy, and responsible AI deployment. This year’s research confirms that our industry is increasingly aware of its responsibilities, but much work remains to embed trust at every level. At the PRCA, we remain steadfast in our commitment to guiding the profession through clear standards and support to ensure that ethical principles underpin every use of emerging technologies.”

The report outlines three pillars on which Africa’s PR future is being built: ethical clarity, strategic credibility, and a commitment to continual growth.

Regine le Roux, Managing Director of Reputation Matters, added, “This year’s findings remind us that PR is not just about managing perception. It is about building trust, standing for what is right, and growing together. In an era where digital communication travels faster than ever before, our responsibility as communicators has never been greater. We are the stewards of truth in a time of miscommunication, and the custodians of clarity in a world clouded by confusion.”

“Let us keep moving forward, with integrity in our purpose, with compassion in our storytelling, and with courage in our leadership. When PR is done with heart, it does more than shape brands. It becomes a voice for change. It shapes futures and serves as a force for transformation across Africa.”

“We are deeply grateful to APRA and PRCA for their continued commitment to advancing the profession through research. Their investment in this annual research is setting the standard for ethical leadership and knowledge-sharing across the continent. It is this kind of collaboration that elevates our industry and strengthens our collective impact.”

To further explore the 2025 findings, PRCA Africa and APRA will host a live panel discussion through the Ethics and Practices Network. The session will delve into key insights from the report and reflect on the role of ethics in a digitally transforming world.

Date: Tuesday, 22 July 2025

Time: 12:00 to 13:00 SAST

Attendance is free, and all industry professionals are welcome.

Register here: Zoom

https://us02web.zoom.us/webinar/register/WN_Nn2V-1mWQbqnCWVf-y0QBg.

For more information about the PRCA Africa Ethics and Practices Network, visit:

https://www.prca.global/about-us/global/prca-africa/prca-africa-networks/prca-africa-ethics-and-practices

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For more information on APRA: http://www.afpra.org/

More information on PRCA: www.prca.global

More information on Reputation Matters: www.reputationmatters.co.za 

Media contact:

Regine le Roux

regine@reputationmatters.co.za

083 302 1528

Award-Winning Style: Bread Bags Take the Stage

 200 bread bags, one showstopping skirt, and a powerful message.

Caption: Regine le Roux, founder of the Re.Bag.Re.Use initiative, wearing a full-length skirt made from approximately 200 repurposed bread bags, receives the SABRE Award Africa for fashion and beauty, from Diana Marszalek, Global Head of News at PRovoke Media, during a gala event in Mombasa, Kenya.
Upcycled fashion takes the spotlight as bread bags are transformed into award-winning impact.
Last night Re.Bag.Re.Use the South African upcycling initiative that repurposes plastic waste into handcrafted products, received their SABRE Awards Africa in Mombasa, Kenya.
Founder of the initiative, Regine le Roux took to the stage quite literally wearing the brand, a vibrant, full-length skirt crocheted from over approximately 200 repurposed bread bags. Created by the Re.Bag.Re.Use team in Hout Bay, the skirt symbolised the project’s core message: giving waste a second life through community empowerment and creative purpose.

“This recognition is not only for our team, but for every person who chooses to support sustainability and social impact,” said le Roux. “We are incredibly proud to represent a story woven from discarded plastic, transformed by skilled hands into something meaningful, functional and beautiful.”

The Re.Bag.Re.Use team cleans, cuts, and crochets plastic bags into a growing range of reusable products, including shopping bags, accessories and home décor. The initiative has already diverted the equivalent of thousands kilograms of bread bags from landfill, while creating income opportunities and skills development within the local community.

The SABRE (Superior Achievement in Branding, Reputation, and Engagement) Awards are globally recognised for celebrating excellence in public relations and communications. Re.Bag.Re.Use’s win underscores the power of purposeful storytelling and innovation in brand reputation.

Le Roux concluded: “This award is stitched with purpose, pride and the belief of everyone who has walked this journey with us. We are beyond grateful.”
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World Environment Day: Crocheting Change🧶

 

Caption: Cousins Sakile Ndlovu (left) and Mejury Kazingizi (right) crochet side by side at a Saturday morning Re.Bag.Re.Use meetup. Sakile introduced Mejury to the initiative as a cutter. Today, both women transform plastic waste into beautiful, handcrafted, multifunctional pieces of purpose, inspiring others, stitch by stitch.

From Cutting Plastic to Crocheting Change

As World Environment Day approaches on 5 June, Re.Bag.Re.Use is proud to spotlight the power of turning waste into worth. This creative community initiative, based in Hout Bay, brings together 21 women: 15 crocheters and six cutters who repurpose discarded plastic bags into beautiful, multifunctional items.

Since launching just over four years ago, the team has repurposed the equivalent of 144,000 empty bread bags. That adds up to approximately 1,009 kilograms of plastic saved from ending up in landfills or the environment. For perspective, that is more than eight baby elephants in weight.

Mejury Kazingizi was introduced to the Re.Bag.Re.Use team as a cutter by her cousin, Sakile Ndlovu. She began by meticulously cutting plastic strips for the crocheters. Learning and growing is key to the initiative, and all cutters are encouraged to learn how to crochet. At first, Mejury was hesitant. She steered away from the crochet needle, unsure of her ability. But slowly, she began to experiment, tried new projects, and built up her confidence. Today, her hands skilfully crochet recycled bread bags into beautiful, purposeful creations. In fact, when you watch the Re.Bag.Re.Use ‘How to crochet’ tutorials on social media, proudly sponsored by Blue Ribbon, it is Mejury’s hands you see. She is now teaching and inspiring the next generation of upcyclers.

Caption: Through the lens: Mejury Kazingizi demonstrates how to prepare and crochet plastic yarn (plarn) from Blue Ribbon bread bags for Re.Bag.Re.Use’s tutorial series on how to crochet. Her hands, once used only for cutting plastic, now teach others how to craft change, one recycled strand at a time.

Her transformation is best told in her own words shared with the team: “Those hands couldn’t hold a crochet needle. They only knew how to cut plastic. Thank you team. Today, those same hands are making beautiful crocheting.”

Turning Waste into Wonder

Plastic pollution is a mounting crisis, but initiatives like Re.Bag.Re.Use show how a bit of creativity can go a long way. The Hout Bay-based initiative collects empty bread bags and shopping bags that would otherwise clog landfills or pollute the environment.

Every bread bag saved through upcycling does more than just avoid landfill. It supports someone’s growth. It offers dignity, income, and a sense of purpose.

True sustainability is not only about recycling. It is about reducing, reusing and repurposing to create lasting environmental and social impact. Re.Bag.Re.Use embodies this ethos, proving that a cleaner planet and stronger communities can be crocheted together, one bag at a time.

Crafting Calm and Confidence

Beyond the environmental impact, Mejury and her fellow Re.Bag.Re.Use artisans have discovered a deeply personal benefit to their craft. For many of them, crochet is therapy. The rhythmic looping of plarn, has become a calming part of their daily lives.

Studies support what these women experience firsthand. Repetitive needlework can boost serotonin, the feel-good hormone, and help reduce cortisol, the hormone linked to stress. Many of the Re.Bag.Re.Use team say that focusing on creating a bag or a hat from plastic waste helps them tune out life’s anxieties. The concentration and care required in crocheting provide a meditative escape.

Just as importantly, learning this craft has fuelled the women’s self-confidence. Every completed item, whether a vibrant beach bag or a durable doormat, is a visible reminder of creativity, growth and pride.

If you would like to learn how to crochet, visit www.rebagreuse.com to get your plarn starter kit. You can follow the tutorials on Re.Bag.Re.Use’s social media pages: Instagram, Facebook or TikTok.

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Every Re.Bag.Re.Use product sold not only supports a cutter and a crocheter,  but also gives back; a percentage of each sale is donated to the Neighbourhood Old Age Home (NOAH) and the SPCA.

Support purposeful fashion and community upliftment by purchasing your unique Re.Bag.Re.Use creation at: www.rebagreuse.com