BEHIND THE BRAND
Afraceuticals is a leading exporter of Pelargonium sidoides powder extract - PELAFORCE™ EMA1170™. We have been exporting our extracts to the international pharmaceutical industry for years. There is a high demand for these extracts abroad as the potent phytotherapeutic properties of Pelargonium sidoides have been well documented over the past few decades.
THE PELAFORCE™ STORY
When the COVID-19 pandemic began to spread globally, exports of Pelargonium sidoides increased exponentially. As a company specialising in herbal extracts that have been scientifically proven to assist the immune and respiratory systems, we felt that it was our duty to our country to embark on a local, final product initiative to play our part in the current pandemic. We thus decided to formulate a final product that would be easy to use, scientifically backed and readily available to those who need it the most. This is how PELAFORCE™ oral drops and gummies were born. Through this initiative, we aim to assist as many South Africans as possible to boost their immune systems and recover more rapidly during the viral outbreak, with the support of a herbal active which has scientifically proven safety and efficacy.
At Afraceuticals, we strive to do business in a way that is ethical, transparent, culturally appreciative, innovative, environmentally conscious, and socially responsible. We focus on fostering personal relationships not only with traditional community chiefs and leaders, but also with our dedicated harvesters. We provide our valued rural partner communities with entrepreneurial skills, supply chain access, and sustainable income-generating opportunities. Rooted in sustainable African ethnopharmacology, our company is committed to combining twenty-first century science and innovation with ancient African indigenous knowledge. We promote respect for all custodians of traditional knowledge and, through our close relationships with rural communities, we engage on a personal level with the keepers of this knowledge. We are also leaders in sustainable harvesting and play our role in protecting flora, fauna, and the environment through various high impact conservation projects.
OUR VISION
The PELAFORCE™ vision is to create a new, sustainable economy that will benefit not only individuals and their communities, but every species on our planet.
We are committed to developing commercially viable and sustainably sourced complementary medicines. We strive to develop strong, long-term partnerships with our rural community partners, thereby ensuring reliable and efficient supply chains to deliver our products to the South African, and international, wellness market.
OUR MISSION
PELAFORCE™ wishes to introduce the world to the immense healing power of southern African botanical resources.
Our mission is threefold:
to identify, develop and produce safe, natural phytomedicines with scientifically proven efficacy,
to create positive, direct and tangible socio-economic impact by providing partner communities with skills, supply chain access and sustainable income-generating and entrepreneurial opportunities,
to conserve and enhance southern Africa's indigenous flora and fauna through various high impact conservation projects.
OUR VALUES
INTEGRITY
We are honest, ethical, transparent and worthy of the trust of others. We strive to cultivate awareness not only of the product and the process, but also of the environment, plants, animals and people involved at every stage.
RESPECT
Respect guides the way we interact with:
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the natural environment and its botanical treasures, without which our business would have no foundation at all,
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our partner communities, from whom we source our raw materials,
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our customers, who believe in our ethos and product,
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independent retailers, who are the cornerstone to our business model, and
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our team members, without whom none of this would be possible.
RESPONSIBILITY
Environmental sustainability involves making decisions and taking actions that are in the interests of protecting the natural world. PELAFORCE™ is committed to ensuring lasting value by committing to a long-term view of the availability and sustainability of our natural products.
Thoughts for the Future...
To say that 2020 was a year that changed the world would be an understatement. In a little more than 12 months, a virus emerged and upended the lives of people around the globe, from Afghanistan to Zimbabwe. This pandemic has changed how we work, learn, interact and relate to one another. These changes are here to stay - this new reality will be with us for many years to come. The key to adapting to the new normal, and ultimately thriving in it, will be our ability to acknowledge, understand and embrace the changes that continue to ripple through our lives.
That said, we realise that change is difficult, uneasy, and unsettling and it is in our very nature as human beings to resist the discomfort it causes. Change is, however, an integral part of every human's personal development journey and, for the most part, should be embraced.
The PELAFORCE™ team believes that humanity has been presented with an opportunity to re-calibrate our relationships with one other, our planet, and the way in which we conduct commerce. The time is now for a new approach to commerce, where the long-held ideals of environmental sustainability, value-chain equitability and an ethical business approach become more than mere marketing slogans. The idea of eco-commerce, where our needs and wants are balanced with environmental integrity and regenerative capacity, must be adopted in order to secure our collective futures.
These concepts are fundamental to us as individuals and as a company - we remain determined to keep them at the forefront of every decision we make and every action we take.
The spirit and philosophy of ubuntu (a Zulu proverb) guides us: I am a person through other people. My humanity is tied to yours. We are committed to making a difference.
We invite you to join us on our journey.
- The PELAFORCE™ Team
