I am Verimark and this is my story
It started off as a dream…
I do not think many people know my real story. The truth is, I cannot believe that I am almost 50 years old. I started off as a thought really, my founders living on a small sheep farm in Burgersdorp, in the Eastern Cape and subsequently moving to the city of Bloemfontein where they were challenged with a more competitive environment. Michael van Straaten (Micke) then completed his studies in Stellenbosch as a Chartered Accountant. At that point I had started taking my first breaths, small ones, but I was alive. I don’t think he even truly knew what I would become.
The truth is I evolved. Tremendously. I think that is what contributed to my success and allowed me to still be alive today.
My first real dance was at the Rand Easter show. Wow, what a time to be alive. The thrill of the Pitchman working on these big stands with microphones. There were crowds gathered around to see what my unique, innovative products had to offer. Thousands of people were starting to notice me and the value which I bring to customers.
Overseas, there was this interesting concept called DRTV (Direct Response Television). This was a great way to sell unique, innovative products and customers could call in and order the products from television. I am proud to say that I was the Southern African Pioneer of this concept. The first one to bring DRTV to the African continent. This was the next thing that I was truly proud of. Micke was always full of energy and so excited to explore different business concepts and see how he could apply this to me.
I still laugh today when I hear influencers, radio and TV presenters speak about their childhoods and how they wanted a Bauer pan at 6 years old because of the commercials which I was flighting.
Another achievement was when I decided to not only make my products available on television, but also in retail stores. I remember how Micke convinced one of the retailers that by flighting this DRTV advert on television and subsequently putting the Shogun Knives in the stores, how well it would sell. They didn’t believe him, but Micke knew this was going to be a winning formula, and it sure was. I was the first of my kind in the whole world to take DRTV products and distribute them in retail.
Micke and I also won many awards. He was a finalist in the Entrepreneur of the Year Awards in 1997 and 1999 (this was a competition run by Ernst and Young). We were rated as one of the top 20 non-listed companies in 1997 and 1999 (the competition was run by Wits University and Arthur Andersen). We have made a lot of headlines as we walked this journey together. It was certainly not always easy, I can assure you. But with my reputation of only the Veri-best for our customers and Micke’s resilience and hard work, we always prevailed and came out stronger.
I think a real highlight for me was listing on the Johannesburg Stock Exchange in 2005. I remember that day, my VMK being reflected on the main board, Micke and I were so proud. Micke even blew a horn to sound the opening of my share!
So what does the next 50 years look like? I don’t think anyone can answer that. What I can promise is that I will continue to deliver the best innovative quality products to my customers and delight you for as long as we all shall live!
XOXO
VERIMARK