In this edition of Farmer’s Inside Track, Wendy Petersen, executive manager of the South African Wine Industry Transformation Unit (Sawitu) shares how the perception around South African wines has changed globally. She also talks about transformation within Mzansi’s wine industry.
According to Petersen, there has always been a negative narrative when it comes to the word transformation, especially in the wine industry. She says her sole purpose is not to change the word but to change the narrative around the word.
“When we started, everyone said that the word ‘transformation’ is a daunting word because it is associated with negativity and I see the only way to correct that is to change the perception of how the word and how the work we do is viewed,” she explains.
In the past, black-owned brands were perceived in a negative light and in the last three years Peterson has really tried to shine a light on the brands, and to see black brands with pride and black excellence. “It’s a journey and a journey of change,” she says.
Wine industry built on respect
Petersen says she stuck it out in the wine industry for three decades because the industry is built on the foundation of respect and integrity and therefore she goes into the world representing these brands with pride and joy.
“The industry has always been a very respectful industry in which people deal with each other with respect and high levels of integrity. When I engage, and even with white farmers, you come from a point of view of understanding.”
She further mentions it has been a great advantage to her in building relationships across borders because of knowing the industry from the palm of her hand. “It is almost like you get to know the person beyond the person’s colour,” she explains.
In this episode, Petersen also discusses:
- Women empowerment;
- What she sees for the agricultural future; and
- Creating new ways of agro-processing.
Want to know more? Listen to the full episode of Farmer’s Inside Track.
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Option 3: Click here to listen on Google Podcast.
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