By Alec Hogg
Despite attacks he has endured from unexpected quarters (I mean, come on fellow UCT faculty members….) Tim Noakes is having an impact where it matters most. His books keep flying off the shelves and every day more people regain health and drop kilos by following his advice. Because despite the knockers the facts are indisputable. His recommended diet works. Even so, I never expected the surprise in the CNBC Africa studio yesterday.
Revamped Clover, the former milk co-op, is now a big brand and substantial JSE-listed business. Its CEO, Johann Vorster came to our studio yesterday to defend poor financial results, and acquitted himself well. One of the bright spots in the gloom were the sales of Clover’s processed cheese. Ditto its butter and cream. Products Noakes endorses – but things his critics say will put us into early graves.
Some Woolworths stores I frequent have changed their merchandising to reflect demand from Noakes fans. I asked the Clover CEO whether the good doctor had any influence on the buoyancy of these previously denigrated products. Absolutely, he answered. Not just that, but Vorster proudly shared that he’s a Noakes devotee – and by following the Banting Diet had dropped 23kg in the eight months. He looks a million bucks, eyes shining, trimmed torse, flattened stomach. And couldn’t resist the quip that he’s glad Clover isn’t exposed to sugar or flour.
So there you have it, Tim. How great to have your best adverts, spontaneous endorsees, walking into television studios? Oh, and I’ve also been thinking about critics who claim Noakes might be a great sports scientist but knows zip about nutrition. What rot. How do they think he got the bodies of high performance athletes into gold medal shape – on bread and (sugar) water?
Yesterday’s top stories:
Unconstrained investing: hot new style. But what does it mean?
Does FlySafair pose a real threat to Comair, or just a 1Time “fly-by-night”?
Stephen Saad’s Aspen: From JSE newcomer to R150bn valuation in 16 years
Oscar Pistorius trial verdict: Proof there’s no justice in this world?
Investing guru Carl Richards on 6 ways the finance industry can reform to change the investing world
