Pure Trade Africa Establishes Pure Hope Foundation Charity

It all started with a flash of inspiration at the ‘19th hole’ during Pure Trade Africa’s 2022 annual golf tour.

The 2-day golf tournament teed off and the atmosphere was buzzing with excitement and positive energy. After a few rounds, Pure Trade Africa Commercial Director, Bruce Thomas pledged a donation to a charitable cause in the Golf Tournament winner’s name. Suddenly, the attendees of the Tour truly opened their hearts and dug deep not only into their company pockets, but also their own. Ultimately, this saw a total of R500 000.00 being raised.

Upon seeing the outpouring of support by individuals and businesses, Bruce Thomas had an idea to start the Pure Hope Foundation, a charitable arm of Pure Trade Africa that could continue the good work and support local communities in need. The Pure Hope Foundation aspires to change narratives and positively impact future generations.

In mid-April 2022, extreme rainfall across the KwaZulu-Natal province triggered one of South Africa’s deadliest natural disasters in recent history. More than 12 000 homes were damaged, destroyed or washed away by heavy floods and landslides, leaving 40 000 people and their families homeless and the reason for the Pure Hope foundation became even more clear.

“Our hearts go out to the families who have suffered huge losses due to the KZN flood. Thanks to the fantastic golf tournament turnout and the generous donations received, we raised half a million rand that will go a long way in helping to rebuild lives.,” said Bruce Thomas. “Through the Pure Hope Foundation, we intend to provide sponsorships for high school and tertiary education studies to disadvantaged students on the North Coast, and make a difference in the lives of those who need support the most, every day of the year.”