Franschhoek Wine Valley introduces Umdiliya Empower project

Franschhoek Wine Valley launched Umdiliya("Grapes" in Xhosa) Empower, an on-the-job training social program to empower local youth

Franschhoek Wine Valley has led the way in wine tourism by launching Programme Umdiliya Empower - the Valley‘s on-the-job training program aimed at empowering the youth from the local communities.

This will be done by giving the interns skills in all aspects of tourism services ranging from working in the kitchen to wine making. The program focuses on the practical skills backed up by theoretical training.

Umdiliya is a Xhosa word for Grapes. In this instance, it is used as symbolism because grapes are the core of Franschhoek's economy and therefore, local communities earn their livelihoods from the vineyards.

"Training creates jobs and employment has a knock-on effect for the whole community," says Itumeleng Pooe, CEO of Franschhoek's wine and tourism body. "This has to be a continuous process so that the needs of businesses can be met by an ongoing supply of people equipped with basic skills. In time, we can create a whole generation of young entrepreneurs," she says.

"We will take full advantage of other existing training opportunities elsewhere and rather synergise than re-invent the wheel. With limited and scarce resources we often have to look for creative ways of getting things done. There are other more formal and established programs in Franschhoek already.

"We are not only preparing these interns for Franschhoek but for any other opportunities elsewhere in the country so we are encouraging the Umdiliya interns to think Franschhoek but dream BIG!"

"In towns such as Franschhoek which survive on tourism, it is almost imperative to have all the locals embracing tourism thereby boosting the service culture and ultimately taking advantage of opportunities," she says.

The program hopes to train 15 people in 12 months and we are using some of the experienced members of the local industry as trainers.

Source: www.franschhoek.org.za / March 2006


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