Proudly pulling on their newly acquired t-shirts busloads of kids stream onto the kilometres of sand pitches and blue surf to play the exciting, adapted game of cricket in ankle deep water.

For 5500 kids from the Eastern, Southern and Western Cape it’s the day of the year as the 14th annual Pick ‘n Pay Calypso Cricket Beach Festival takes place on their coastal beaches. With future stars displaying their skills, lifesavers patrolling the seas, local Rotarians, Sporting Chance, Milo and Pick ‘n Pay staff lending a helping hand it’s an outing for everyone to enjoy and remember.

The enthusiasm generated by those involved has become a highlight for many and although the fun aspect of the festival is imperative it has also become the perfect vehicle by which to reach out to the previously disadvantaged communities and identify future cricketing talent.

According to Brad Bing, the visionary and organiser of the event, this concept of introducing kids to the game via beach cricket has made significant inroads in the development of the game over the last decade", he added.

"If this festival identifies future stars as well as providing entertainment and fun for a lot of kids who come from disadvantaged circumstances, then we're achieving our objectives", he added.

Lovelife representatives and Captain Crime Stop joined in the festivities to impart knowledge and valuable advice on HIV AIDS, crime and other issues plaguing young South Africans.

At the end of a fantastic time on the beach, the sea of smiling faces leave with full tummies, goodie bags, a strong educational message and memories that provide encouragement for the New Year.

With the launch of the festival in Port Elizabeth, the road show made its way down the coast stopping in Plettenberg Bay, Wilderness, Mossel Bay, Hermanus, Strand, and concluding with three festivals in Muizenberg.

The local Western Cape community were treated when their cricketing idols visited the beach to share their talent and skills in the sun and sand. An exhibition match between the Western Province team and a Calypso South African team provided a spectacular finale to the festivals.

Title sponsors Pick ‘n Pay in conjunction with Choice Brands and product sponsors Milo have given their continued support to this inspirational South African project.