“Pride ‘n Purpose” is our charitable outreach organization committed to helping disadvantaged communities living adjacent to the Sabi Sand Wildtuin. Originally established in 2003 by members of the Ulusaba family, all the charity’s running expenses are covered by Virgin Limited Edition and Virgin Unite, the Virgin Group’s non-profit foundation. 100% of donations go directly toward much needed projects. We estimate that Pride ‘n Purpose now benefits over 35,000 people across six communities. Our philosophy is that people are most effectively helped if they are empowered to help themselves, so the emphasis is most definitely on sustainable initiatives.

Next to Virgin Limited Edition’s Private Game Reserve, Ulusaba, the communities lack basic resources, such as access to clean drinking water, basic healthcare, food, childcare and job opportunities. In an effort to support the local people, Virgin Unite set up Pride ’n Purpose as a non-profitable organization, in partnership with Virgin Limited Edition. Its main focus is on sustainable development initiatives and improving access to food, water and health services.

Ulusaba employs almost 100 members of staff from local villages in the area. This engagement is vital because it ensures that efforts to promote conservation take everyone’s needs into account. Both Ulusaba and Pride ‘n Purpose have relationships with local tribal authorities in order to work together to improve the area’s prosperity.

In return, Pride ’n Purpose also benefits the lodge. Virgin Limited Edition believes that their charity initiative is a deciding factor for guests choosing to stay at Ulusaba over neighboring lodges. Many of these guests visit local communities, are thus inspired and generously donate towards the communities as a result.