Having spent a very busy 40 year career in the construction business, AfriSam Construction Materials Executive Avi Bhoora is concerned by the negative attitude of many young people towards this field of work.

“I do worry about the number of young South Africans who seem to have taken a conscious decision not to enter an industry like ours,” says Bhoora. “There appears to be a strong preference for an ‘office job’ rather than the often difficult conditions of working on a construction site, for instance.”

Such attitudes make it difficult for companies like AfriSam to compete for the best talent among school leavers or college graduates, he says. It is therefore vital for the industry to change this view among potential new entrants, and to highlight the potential for meaningful and rewarding careers.

“It might not be obvious to many people how vital our work is to every citizen’s quality of life,” he says. “If we could better convey the importance of what we do, it could inspire more youth to consider the opportunities and get involved.”

This might need a concerted rebranding of the industry’s image, to emphasise the many avenues that are open to new entrants. His concern is that construction related careers have become a ‘blind spot’ to many young people, blocking any possibility of exploring these options.

“I have spent my whole life in construction, and as I approach retirement, I am inclined to reflect on how the sector is going to renew itself – so that it can continue delivering into the future,” he says. 

An important starting point is for the public to appreciate more clearly that every city, road, bridge, dam, school, hospital or other engineered structure comes from the work of skilled contractors and their supply chain. 

“Materials like aggregate must be extracted from the earth to make the concrete for this infrastructure; it is difficult work, but essential for progress,” says Bhoora. “If the youth can be inspired by these messages, perhaps we can start changing the value they place on the occupations this field offers.”

Even as South Africa’s construction sector struggles through difficult cycles of low profitability and declining capacity, it needs responsible and sustainable companies to maintain momentum.

After almost nine decades in business, AfriSam’s legacy has been to demonstrate the value of good corporate citizenship, according to the company’s sales and marketing executive Richard Tomes. AfriSam began its journey as Anglovaal Portland Cement Company in 1934, with a cement plant in Roodepoort.

“The time since then has seen many changes and we are proud to have grown stronger, with our customers confirming that we are still their preferred choice,” says Tomes. “Even with the depressed state of the construction sector, our focus on quality and sustainability means that we can continue to serve the market to world class standards.”

Tomes argues that the extensive investment in cement plants, readymix facilities and quarries over the years laid the groundwork for AfriSam’s considerable contribution to the country’s infrastructure. As Anglo Alpha, it had become a fully vertically-integrated construction materials business in the 1990s through the strategic incorporation of aggregate producer Hippo Quarries and readymix company Pioneer Concrete. When the country re-entered the international community post-democracy, the company was acquired by the multinational Holcim group, further augmenting its access to world-class expertise and best practice.

“The learnings gained when part of the Holcim group were valuable in positioning AfriSam where it is today,” he says. “Our access to global research and the sharing of technical expertise further enhanced the expertise of many staff still with the business.”

He emphasises the large capital commitments which AfriSam has historically made in the country’s productive capacity. Often located in remote areas due to their need for limestone deposits, cement plants must be built for optimal longevity to justify the investment, he explains. These facilities – such as AfriSam’s Ulco and Dudfield plants – operate not just as production facilities but as integrated settlements. 

“We have been able to serve the nation’s requirement for vital cement supplies by maintaining entire village environments at these sites, including schools, houses, churches and other services,” says Tomes. “These facilities must be carefully managed and maintained for sustainability, and to make it attractive for our staff to live and work there.”

There is also an ongoing commitment to education and training, to ensure that all plant is professionally operated and systematically serviced while creating opportunities for future generations. 

Looking further ahead, AfriSam has taken a leading role in the sector to reduce carbon emissions. Aiming at producing carbon neutral products, the company has already made significant progress in offering the market a range of lower carbon cements. It is also considering renewable energy sources at some its plants, to reduce coal usage.

“We will continue to make a positive contribution in helping South Africa meet its commitments to the relevant global treaties and conventions on climate change,” he says.