This is according to the chief marketing officer at Proudly South African, Happy Makhumalo Ngidi, who says there is a visible change in attitudes towards home grown products and South Africans no longer believe that local products are inferior to international ones.

Ngidi, however, says more needs to be done to open up more markets for local producers and the team at Proudly South Africa are of the view that the ongoing world expo in Dubai will help do just that.