Death may be a grim affair but the grieving are happily forking out hundreds of thousands of rands for VIP lounge areas serving canapés and shots under stretch marquees while musicians give their loved ones a showstopper send off.
Last Sunday undertakers and funeral parlour owners from the estimated R10bn funeral industry received accolades at the inaugural National Funeral Business Lifetime Achievement Awards in Durban for who buried best.
Competitors among the country's estimated 70,000 undertakers and 15,000 funeral parlours were judged in 14 categories, including best grave setup, most stylish decor, best branding and most impressive fleet.
According to the organisers, the send-off for Kiernan “AKA” Forbes in February 2023 was not just a farewell but a masterclass in modern funeral excellence. It earned Soshanguve-based Broodie Funeral Parlour the funeral of the year award.
While not an official state funeral, Forbes’ farewell had the feel of one, complete with police escorts, dignitaries and a live-streamed service viewed by thousands.
CEO Morongwa Broodie, who accepted the award — and also scooped best funeral service company award — at the glitzy gala, told the Sunday Times Forbes was not just a rapper but a cultural icon in South Africa and beyond.
“His funeral became a national and international event, reflecting a deep connection he had with his fans, music industry and youth culture. His influence made the farewell not only personal but public and there was a unique level of mourning. Very few funerals mobilise a nation’s emotions the way his did,” she said.
"From the casket, flowers, choice of venue, cars, everything was carefully chosen to speak of his legacy. We made sure the funeral told a story of who AKA was - the father, the artist, the visionary and the fighter. It was as much about cementing his place in history as it was about saying goodbye.
“I feel a surreal mix of pride, solemnity and deep gratitude. Winning such awards is not just about recognition, but a powerful acknowledgement of the care poured into helping people to say goodbye to their loved ones with dignity and meaning.
“It is not that kind of award where you pop champagne and throw confetti, but one where you stand a little taller knowing you served others in one of life’s most sacred moments.”
Broodie was a teacher before she changed professions.
"We started in 2013 and I bought an existing funeral parlour. I was a teacher by profession and when the opportunity came I went for it."
The goal of these awards is not only to honour individuals and organisations that stand out in the funeral industry but to encourage them to continue to improve their services, uphold high standards and actively engage in community development programmes
— Nhlakanipho Cele, spokesperson for the awards
Notable figures buried by Broodie include:
- Ronnie Mamoepa, former spokesperson for Cyril Ramaphosa;
- rally racer Gugu Zulu;
- music legend Thandi Klaasen;
- actor Joe Mafela;
- film director Shona Ferguson; and
- former Reserve Bank governor Tito Mboweni.
The awards' spokesperson, Nhlakanipho Cele, said funeral parlours were nominated either by their industry peers or members of the public.
“The funeral industry plays an essential role in our society, providing families with the dignity and support they need in their most difficult moments,” he said.
“The goal of these awards is not only to honour individuals and organisations that stand out in the funeral industry but to encourage them to continue to improve their services, uphold high standards and actively engage in community development programmes.
“Once we had the nominations, our judges and adjudicators began researching each nominee without informing them. It was a rigorous and very thorough process.
"The funeral service behind AKA’s farewell demonstrated an exceptional level of professionalism, respect and innovation. It was a powerful tribute that honoured the legacy of a global icon with dignity and care.”
Gold chairs, customised banners and themed colours are what Rockafella Royal Farewell, based in Mokopane, Limpopo, offers. But its director William Seletela believes his parlour won best grave setup for its commitment to service.
“It’s all about the commitment and professionalism we bring to the table. A well-done grave setup is important because it gives the family peace of mind, knowing they’ve honoured their loved one properly,” he said.
While funeral parlour owners insist they are motivated by dignity not profits, the amounts spent on funerals have raised eyebrows.
Acclaimed artist and thinker Prof Pitika Ntuli said he was concerned people were spending thousands of rands on funerals and losing the spirituality and essence of a funeral.
"In the African context of death it is important what we do with those who have passed on ... and this process of burying the messengers to our ancestors does not seem to be treated with sensitivity by funeral parlours," he said.
Ntuli said funerals today were decided on the basis of bank statements and profit rather than spirituality and indigenous culture.
"People can ill afford to spend thousands and many of them go to the very funeral parlours for loans to bury their loved ones, ending up paying the money back with interest. This racket needs to be investigated."
Ncumisa Ndelu, an influencer and social commentator, deemed the awards and its categories “most unnecessary".
“They could honour good administration, value for money, least complaints, best mortuary services and so on but the frills are unnecessary because the customers will bear the cost while businesses pitch up for the awards,” she said.
“I have long said we have a lot to learn from the Muslim community for their very simple but dignified burials. We must also hail the traditional leaders who had the foresight to ban these wedding-lookalike funerals and set a specific time to reduce the appetite for frills.
“If you remove the frills, you reduce the need for people to invest in death and rather focus on life and the future.”
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