Opinion

Look Beyond the Price Tag – Understanding What Really Makes a Product Worth It

Wednesday, August 06, 2025 at 9:38 AM

by Justin Williams reviewed by Kelly Lippke

3 min read

Devakie Govender is a highly accomplished, experienced Accounting Specialist at JDE ZA, based at the Johannesburg Head Office. She has been with the organisation since December 2014, bringing over 30 years of finance and credit control experience in fast-paced, high-volume FMCG environments. She is responsible for overseeing Accounts Receivable and Payable processes, managing cash and treasury functions, handling Intercompany transactions and payroll and executing month-end and year-end closings.

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With the rising cost of living in South Africa, it’s natural for shoppers to focus closely on price. Every rand counts when budgeting for essentials, and many consumers are becoming more price-sensitive. But the cheapest product on the shelf isn’t always the best deal in the long run. Real worth goes beyond the price tag—it includes quality, consistency and the trust you can place in the brand.

These financial capabilities are often invisible — Launching products like Jacobs 3-in-1 involves more than just mixing coffee and packaging it. Images: Supplied/Hinterhaus Productions, Theerawat Kaiphanlert/Getty Images
Source: UGC

Delivering long-term value

Behind every product is a company making strategic financial decisions daily. A business with strong financial fundamentals—such as healthy cash flow, efficient cost management, and disciplined capital allocation—can invest in quality ingredients, maintain high production standards, and innovate to meet evolving customer needs. These financial capabilities are often invisible but critical to delivering long-term value.

Premium coffee experience

Launching products like Jacobs 3-in-1 involves more than just mixing coffee and packaging it. It requires robust financial planning, consumer research and cost-benefit analysis to strike a balance between affordability and excellence. This ensures that South Africans enjoy a convenient and delicious coffee without compromise.

Similarly, our Origins Beans range reflects a premium coffee experience rooted in South African culture and heritage. Financial discipline enables us to scale such innovations sustainably, ensuring that quality and responsible sourcing remain central to our operations.

Financial integrity also influences how companies treat their suppliers and employees. Timely payments, fair wages, and ethical sourcing practices are only possible when a company maintains strong working capital and adheres to sound financial governance. These factors contribute to product consistency, supply chain stability, and long-term sustainability.

Look beyond the rand value

Next time you’re choosing between two similar products, look beyond the rand value. Consider the financial strength behind the brand—its ability to invest in quality, weather economic challenges and uphold ethical standards. True worth is not just the price you pay at checkout; it’s the value you receive in reliability, quality and peace of mind.

In South Africa’s challenging economic environment, financially strong companies offer more than just products—they offer stability, trust, and long-term value. That’s the real worth that goes far beyond the number on the price tag.

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