The importance of the Proudly South African campaign is undisputed, the Department of Trade and Industry (DTI) said about the organisation yesterday.

The importance of the Proudly South African campaign is undisputed, the Department of Trade and Industry (DTI) said about the organisation yesterday.

This follows after the campaign had last month dismissed media reports that the department had withdrawn its support.

Yesterday, the DTI and the campaign issued a joint statement in which the deputy director-general of Trade and Investment South Africa, Iqbal Meer-Sharma, said the campaign was more relevant than ever.

"Its rationale and importance has never been in dispute," he said.

Meer-Sharma said the long-term viability of the campaign would be assured by allowing both the campaign and the DTI to take board-level control of the campaign.

Proudly South African chief executive Manana Moroka welcomed the DTI's positive response. - Sapa