ANC’s Bernice Swarts Apologises After ‘One Family, One Loaf’ Campaign Sparks Vote-Buying Storm

Deputy Minister of Forestry, Fisheries and Environment and ANC National Executive Committee member Bernice Swarts has issued a public apology after her controversial “one family, one loaf” bread campaign triggered widespread criticism and allegations of vote-buying ahead of the local government elections.

The campaign drew intense scrutiny after videos circulated online showing Swarts and volunteers distributing loaves of bread to residents while dressed in party regalia. Critics argued that the initiative appeared insensitive given the country’s deep poverty levels and ongoing political campaigning.

The governing African National Congress (ANC) also found itself under pressure, with some accusing the party of being disconnected from the daily realities facing many South Africans.

Viral ‘One Family, One Loaf’ Video Triggers Public Backlash

Earlier this month, Swarts shared footage on her X social media account showing her handing out bread to residents in Gauteng while wearing ANC colours.

In one clip that quickly spread online, she addressed a crowd during a community engagement.

“When you go door-to-door campaigns, you can’t take a spreadsheet and ask people if they have water, they will beat you up.”

Another video showed volunteers distributing trays of bread to residents.

“We are here from the ANC, one loaf, one family, ANC is life, so one loaf means a lot,” a volunteer can be heard saying, followed by applause from those present.

The videos sparked outrage online, with critics accusing the initiative of resembling electioneering through food handouts.

During a visit to the University of Johannesburg, Cde Bernice Swarts distributed bread to students as part of a food support initiative.

students raised serious concerns about the ongoing water crisis on campus, highlighting that the situation affects them daily . pic.twitter.com/tyvCaimxat

— Deputy Minister Bernice Swarts (@BerniceSwarts1) March 7, 2026

Swarts Issues Unconditional Apology Over Dignity Concerns

In an open letter posted on her X account, Swarts apologised for the controversy and acknowledged the harm caused by the footage.

“I would like to tender an unconditional apology for the legitimate pain that the video caused. I recognise that we live in a country where millions of people live below the poverty line and where poverty continues to disproportionately affect black African and coloured populations.

“As an elected official, I have a constitutional duty and a moral obligation to not only serve the people of South Africa, but to do so while protecting their human dignity. I apologise unequivocally for being linked to a video in which this dignity was not protected,” Swarts said.

She insisted that the bread distribution formed part of community work carried out by the Benny Swarts Foundation and was not an official ANC programme.

“The assertions that this was a campaign by the ANC have no basis in fact. The ANC did not sanction the initiative and had no knowledge of it precisely because it was not intended to be partisan in any way.”

ANC Distances Itself as Party Faces Declining Urban Support

The backlash prompted the ANC’s headquarters at Luthuli House to clarify that the campaign was not endorsed by the organisation.

ANC spokesperson Mahlengi Bengu said members must avoid linking private charity work with party branding.

“Members are reminded that acts of charity or community assistance must not be conducted using the ANC name, colours or branding, nor should they be presented as organisational programmes when they are private initiatives,” she said.

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Swarts also acknowledged that the comments heard in the viral clip were problematic. “While I did not sanction such a posture, I take full responsibility for the association of my name with the erosion of people’s dignity.

“I want to use this opportunity to state, without any equivocation, that I have never viewed the people of South Africa as mere voting fodder, and that I reject the use of food parcels as a campaign tool.

“It is not in alignment with who I am or the politics of the organisation that I belong to. It is not done with the purpose of canvassing votes, for not only is this unethical and immoral, but it is a gross violation of the responsibilities of a member of the ANC and an elected official serving in the government of the Republic of South Africa,” Swarts said.

The controversy comes as the ANC grapples with declining support in several metropolitan areas.

Since the 2016 municipal elections, the party has lost control of key metros including Johannesburg, Tshwane and Cape Town.

ANC secretary-general Fikile Mbalula recently acknowledged in an internal report that the party is losing ground in urban centres, although provinces such as Mpumalanga, Limpopo and the Eastern Cape remain strongholds.