ETHICAL TRANSFORMATION SEMINAR

Wines of South Africa proposed a South African Seminar in Sweden during Spring to focus on development and transformation in the South African Wine Industry.  It was felt this activity was of critical importance for managing the ethical integrity of our South African wine brands, the progress of transformation in the industry as well as for the overall image of the South African wine industry following the damage from the Tom Heinemann documentary, “Bitter Grapes”. The funding for this project was approved at the end of January 2017 in South Africa and the project was actioned. It was decided to then include an importers’ meeting in Amsterdam to add to the delegates’ programme. The WOSA representative in The Netherlands, Sara Channell made the arrangements to incorporate this event to the programme.

Netherlands, 3rd May 2017

On Wednesday the 3rd of May Wines of South Africa Netherlands hosted a joint ethical transformation seminar for importers in The Netherlands. The seminar was attended by key importers from the market.  Attendance was good, considering it was during the school holidays for some regions, and included two of the biggest supermarkets (Albert Heijn and Jumbo) responsible for moving large volumes of South African wine with a strong  interest in ethical trade.

The South African delegation on the communication panel included Mzukisi Mooi Chairperson of WIETA, Unathi Mantshongo from Vinpro, Denise Stubbs from Thokozani, Linda Lipparoni CEO WIETA and Abraham Daniels, Food and Allied Workers Union (FAWU).  After the seminar the guests were given the opportunity to taste a number of BEE wines that are still seeking representation in the market. 

Sweden, 4th May 2017

The delegation flew from Amsterdam to Stockholm on the Thursday morning.  That afternoon, the delegation met with a team from Systembolaget with regards to WIETA.  The following members of Systembolaget attended the meeting:  Tommy Nykvist, Sustainable value chain manager, Hanna Helgesdotter Sutherlin, Assistant Sustainable Manager purchasing department, Sara Norell, Director of purchasing, Frederick Arenander, Head of purchasing team and Kajsa Nylander Sustainability Manager.   During the meeting the delegation discussed how Systembolaget and the South African delegates (in their different positions) could work together to support ethical trading and good working conditions in South Africa.

The delegation paid a visit to the Systembolaget flagship store in PK-Huset, Stockholm. The delegates were all very impressed with the store and also the South African wines presented.  It is worth pointing out that this store is not representative of Sweden, as a whole, in terms of assortment. A regular store will have a much smaller selection of wines in general and of South African wine in particular.



Seminar and National day Celebration with the South African Embassy

On the morning of the 5th, the discussion with Systembolaget continued in the morning for another two hour meeting. After their session at Systembolaget the delegation made their way to the Museum of Swedish History (Historiska Museet) for the seminar.  The seminar was co-hosted by the South African embassy in collaboration with their official National Day celebration. This format and concept had been discussed with the Ambassador Her Excellency Faith Radebe  for some time, and when the opportunity arose for this joint venture supporting transformation and ethical trade in the wine industry, we took the opportunity.

The seminar took place in the auditorium at the Museum of Swedish History (Historiska Museet) between 13:00-15:00. Wines of South Africa had invited a number of guests including importers, Systembolaget, media and other important organisations and key influencers. The turnout was good and we had representatives from almost all the big importers, as well as key people from Systembolaget, Fairtrade, Africa Groups and the embassy.  Her Excellency Faith Radebe welcomed the guests and delegates and stayed to listen to the speakers.

Following the seminar all the guests were invited upstairs to the official celebration where we served wines – all BEE (Sweden).  The South African Embassy’s celebration hosted approximately 150 guests including the Swedish Minister of Defence, Mr Peter Hultkvist, as well as the chairperson of the left Party and Member of Parliament, Mr Jonas Sjöstedt.

One of the delegates, Unathi Mantshogo, wrote the following article of her trip.  Please find the link to the article on the wineland website; http://www.wineland.co.za/ethics-marketing-joins-hands