Client Success Story
Namaqua Olives
Our client, Namaqua Olives, a family-run business in the Olifants River Valley, expanded from wine grape farming to producing premium extra virgin olive oil. Co-founder, Charmaine Avenant, shared how they identified export opportunities through client demand, adapted to large-scale production needs, and strengthened long-term partnerships by planning ahead and investing in relationship-building abroad.
1. Can you please share a bit of background information about your business?
I come from the Olifants River Valley on the West Coast of South Africa, an area internationally known for its wine producers — it actually produces around 16% of South Africa’s total wine crop. My family has been farming here for three generations, mainly with wine grapes. My husband and I both grew up in agriculture, but when we decided to diversify in 2012, we knew nothing about olives. After a lot of research, my husband became convinced that olive trees were the way to go. So, in 2016, while I was still working as a dietician and raising our children, we harvested our first batch of olives — and just like that, I became part of the whole process. That’s how Namaqua Olives and Olive Oil began.
2. Which countries do you export to?
Germany and The Netherlands
3. When did you realize your business was ready for exporting? What were the key indicators?
Both of my export clients actually found me and reached out directly. That’s when I realized I had a product that people really wanted — it was in demand beyond South Africa — and that I needed to explore the opportunity of exporting.
4. Can you share some tips for finding and researching international markets? Where did you find your best leads?
I haven’t really done any formal research on international markets. Most of what we know comes directly from our international clients — they guide and inform us. In fact, they often recommend new products for us to develop based on what they know will do well in their countries.
5. What was your biggest initial fear or concern about exporting, and how did you address it?
My biggest fear was whether we’d be able to supply the volumes our clients wanted — and to do so consistently. To manage that, I planted more trees and have continued expanding, because the demand just keeps growing.
6. Did you encounter any unexpected obstacles, and how did you adapt?
Because export orders come in large quantities, we’ve had to plan ahead to keep production on track and ensure everything is ready to load by the agreed dates. We now ask our clients to share their forecasts for the year, and that’s really taken a lot of pressure off everyone.
7. Did you attend trade shows or participate in international business development programs? If so, can you mention any that were helpful?
We have not attended any yet.
8. What advice do you have for aspiring exporters in South Africa?
Foreign countries already recognize that South Africa produces exceptional products — in my case, extra virgin olive oil. That reputation is well established and really speaks for itself. What remains is for us to put in the effort to travel to their countries, invest the time, and build strong, lasting relationships with our clients abroad.
Have a question?
Get in touch
Find more help with your import logistics, original resources, leading-edge training, and assistance with customs licenses on Trade Logistics.
Sign up for our newsletter to receive news and guides on import and export straight to your inbox.
_____________
