LIONESS WEEKENDER COVER STORY
Fynbos Fine Foods, an agro-processor adding value by turning ethically grown South African produce into bottled, natural and vegan products
Rozelle Abramson, founder of Fynbos Fine Foods in South Africa, has always been passionate about food, creating recipes and loving layered flavours. She studied early childhood education, specializing in teaching children with learning difficulties. While teaching she worked for various catering companies on the weekends and in the holidays to supplement her income and to feed her passion for cooking and creating delicious food. In 1996, Cape Hot House Vegetables was formed. She began farming Greenhouse Coloured peppers. In that same year the business launched its first value-added product which was a Chilli Ginger Jam, made with red peppers which would have gone to the compost. Within a few years the business was farming for manufacturing! The rest is history! Today, the business employs 130 people.
Lioness Weekender spoke to the visionary and passion-driven Rozelle Abramson about her entrepreneurial journey, her ambitions for the business, and her vision for the future.
What does your company do?
We are Eurogap certified growers of chillies and other fresh produce. We are certified FSSC2200 certified manufacturers of Vegan, Halaal, and Kosher products. We supply and are Fair trade audited. We follow the 10 Fair trade principles.
What inspired you to start your company?
Rooted in Africa, inspired by passion, enjoyed world wide - A TASTE OF AFRICA. Fynbos Fine Foods is inspired by the raw energy of Africa, the colours, the hues, the landscape the ever changing intensity and vibrancy, the diversity and layers of flavours, the intoxicating heat of Africa...
Fynbos Fine Foods products are indelibly stamped with the robust African culture and flavour, established in the Western Cape, South Africa in 1996.
We grew into an Agro Processing company supplying local supermarkets with our naturally grown fresh coloured peppers, chillies, tomatoes aubergines and herbs, into manufacturing delectable products by default!
The supermarkets rejected any blemished or slightly mis-shaped peppers, which led to a colourful compost. I couldn’t bear the wastage… Out of that colourful compost heap, my first product emerged ‘Chilli Ginger Jam’ and I was soon adding value to the farming and growing of produce.
The manufacturing of our bottled products soon became our core business, we now supply our ethically grown, natural and vegan products world-wide.
We are unique in that we grow, smoke, pickle, ferment and create the ultimate blends with the best fresh produce and ingredients sourced locally. From the field to table, with excellent traceability. We have been exporting to the USA since 2010. We are FSSC 22000 FSA registered, Kosher, Halaal and Vegan certified. FAIR TRADE audited and approved. Other current exports are to, Canada, Australia, New Zealand, Japan, Germany, Sweden, EAU and to one store in the Netherlands (Food Kitchen).
Our products are authentic, preservatives free, colorant free and gluten free.
We have a range of ‘no sugar added’ sauces. These are made with pride and commitment by our skilled team who continue to learn, maintaining our standard of excellence.
Almost 80% of my staff are woman. We believe in strengthening our local community through creating employment, supporting our staff in collaborating with Turqle Trading (Fair Trade) by contributing to their children’s school fees. Up skilling our staff through education and learning opportunities. Contributing socially, and economically, supporting local and ethically produced and grown products on the tip of Africa. The colours of the African sunset and the rugged terrain are reflected in the colours of our uniquely layered, flavourful, naturally produced sauces. Experiment and enjoy.
Why should anyone use your service or product?
We are an ethical brand. We have an incredible trained, enthusiastic and dedicated staff who ensure outstanding quality and service! Our products are locally sourced, ethically produced, natural and innovative. We continue to strive for sustainability.
Tell us a little about your team
Our brilliant team is mostly made up of woman. We are fortunate to have team members who have been part of the ‘fynbos family’ for more than 10 years. We don’t have a huge turnover of staff. Our supervisors have autonomy in that they continually evaluate and train their own teams and are accountable. Our GM is hands on and our office door is always open. Communication and training and constant evaluation and striving to improve make our team work like a well-oiled machine!
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
My mother was an entrepreneur, she was hard working and ran a successful business from home. She was the most positive influence in my life and she showed me that anything is possible, all you need is a passion, to put the effort in, not to give up and to do what you love. I am grateful for 27 years of entrepreneurship, with the help and support from WESGRO, DTIC and USAID for export opportunities, job creation and economic growth. Gratitude always for those I learnt from along the way!
What are your future plans and aspirations for your company?
To continue to grow our export market, to continue to offer skills development training to my staff. To make positive change and opportunity for better lives for my staff and future generations. To protect our environment and to strive for ultimate sustainability. To make a positive difference and impact in all aspects of my business and on those people and companies that we partner with.
What gives you the most satisfaction being an entrepreneur?
The freedom of flexibility, making one’s own decisions and having autonomy!
Contributing to the economy, job creation and sustainability.
What's the biggest piece of advice you can give to other women looking to start-up?
The biggest piece of advice I can give to other women looking to start up is, do your market research, embrace feedback, build a strong network, have your finances in order.
If you have a passion for what you are doing, be positive, persist, persevere and you will succeed.
To find out more about Fynbos Fine Foods, contact Rozelle Abramson via email:
Rozelle@fynbosfoods.com or visit the company website and social media platforms:
Website: www.fynbosfoods.com
Instagram: http://www.instagram.com/.fynbosfine_foods
Facebook: http://www.Facebook.com/.fynbosfoods
