Solar panels

Firejuice to infuse Malawian start-up Ener-G-Africa with powerful – and virtual – marketing momentum.

Marketing consultancy Firejuice and sustainable energy start-up, Ener-G-Africa, have joined forces to implement a marketing strategy that will expand Ener-G-Africa’s footprint throughout Southern Africa.

Based in Malawi, Ener-G-Africa is fast becoming known as one of the country’s leading sustainable energy companies, based on its development and manufacture of innovative solutions tailored to Africa.

These extend from rural cookstoves to a world-class solar panel factory – only the second in Africa.

Firejuice, in turn, is a team of marketing consultants that provides marketing strategy, planning and project management services to small and medium-sized companies.

This particular collaboration is a six-month engagement, during which Firejuice will act as an outsourced marketing department and support Ener-G-Africa as it expands.

It will provide the services traditionally associated with those of a Marketing Director and Marketing Manager, but on a flexible and affordable basis.

Richard Bunderson, Managing Director of Ener-G-Africa, points to the solar panel factory as a major reason for engaging with Firejuice, which will help Ener-G-Africa to take a strategic approach to generate demand once the plant is operational.”

Says Bernard Jansen, founder and principal consultant at Firejuice, “This partnership is exciting not only because Ener-G-Africa is a high-growth business with international backing, including the Gates Foundation, but also because it has ambitions to grow regionally.”

Jansen further highlights the role played by technology and virtual tools when it comes to delivering flexible services to companies in Africa: “What’s become apparent over recent months is that it’s possible for a small team like ours to support companies as they scale their marketing operations – despite being based in Johannesburg.”