In flotation, entrainment is undesirable as it results in the recovery of hydrophilic gangue particles which reduces the concentrate grade. For UG2 ore, a South African platinum group mineral (PGM) ore, entrainment is particularly problematic because it leads to the recovery of chromite in the final concentrate which can cause severe problems in the smelter. It is therefore important to understand all factors affecting entrainment. These factors include froth characteristics, as well as particle size distribution and density, which have been studied widely. Theoretically, they should also include shape, as shape affects drag coefficients of particles and thus hindered settling rates of particles within plateau borders. In this study, detailed mineral-specific shape characterisation with Quantitative Evaluation of Minerals by Scanning Electron Microscopy (QEMSCAN) was used to assess the effect of particle shape on chromite entrainment during flotation of UG2 ore at a South African platinum concentrator. This plant-scale study suggests that shape does affect entrainment, with more rounded particles showing higher entrainment than angular, elongated particles. (C) 2016 Elsevier Ltd. All rights reserved.