Transformation in the wine industry takes more than words—it takes action. The Wine and Agricultural Ethical Trade Association (Wieta) is on a mission to give black producers the resources, networks, and certification they need to compete and lead on a global stage.
In an industry as rich in tradition as South African wine, the call for transformation is not just timely; it is deeply important. For too long, historical inequalities and structural barriers have limited who gets to participate meaningfully in the sector. In response, the Wine and Agricultural Ethical Trade Association (Wieta) and South Africa Wine’s Industry Transformation Advisory team are working together to ensure that black producers are not left behind.
Their joint effort, the Black Producers Support Programme, goes beyond basic certification. Wieta and South Africa Wine are actively helping to reshape the industry into one that is more inclusive, more diverse, and more socially responsible.
At the heart of this work is Liane Langeveld, Wieta’s manager of operations. Wieta functions as a multi-stakeholder organisation, committed to promoting fair and decent working conditions. This is achieved through a mix of capacity building, audit assurance, and strategic initiatives.
Wieta brings together a broad range of voices: from trade unions and civil society to brands and producers. Their work is grounded in the principles of ethical trade, social justice, and human rights.
“Our vision is to promote fair treatment, sustainable livelihoods, and dignified lives toward an equitable, diverse, and inclusive agriculture,” Langeveld says.
Within this broader mission, the Black Producers Support Programme stands out as a key initiative. Its main goal is to create opportunities for black producers and brands that have historically been excluded from the wine economy.
“This includes not only helping black producers become compliant with labour and safety standards but also supporting black-owned brands in implementing ethical business practices,” explains Langeveld.
So far, 16 black-owned producers or brands have participated in the programme, with 14 successfully audited and Wieta-accredited, and two more currently preparing for audit.
The market value of certification
As the global demand for ethically produced goods continues to rise, certification has become increasingly essential for doing business.
According to Phil Bowes, manager of inclusive growth strategies at South Africa Wine, certification might not always come with a price premium, but it is often the gateway to accessing key markets.
“Markets want to be assured that they’re not purchasing from risky suppliers. There have been many overseas embarrassments in the retail space due to unfair labour practices,” Bowes explains.
He adds that Wieta certification provides peace of mind to both local and international buyers, demonstrating that wine is being produced under fair and legal conditions.
One real-life example underscores just how vital certification can be. During the Covid-19 pandemic, a black producer was at risk of losing a major deal when a cooperative winery announced it would only source from Wieta-certified suppliers. That’s when Wieta, South Africa Wine, and the Western Cape department of agriculture stepped in to help.
“We all banded together – Wieta, SA Wine, the Western Cape department of agriculture – and helped fund and fast-track their certification,” Bowes says.
The intervention saved a R500 000 supply contract. Without certification, that opportunity would have been lost.
“Certification doesn’t always guarantee a premium, but it is definitely the ticket to play,” he adds.
Challenges and barriers
While the programme has made promising strides, it’s clear the journey is far from over. A number of persistent challenges continue to stand in the way of true transformation.
Chief among them is funding. Langeveld notes that while Wieta would like to offer deeper and more sustained support, their ability to do so is often limited by budget constraints.
Recent roadshows and site visits with participating producers have shed light on other shared concerns as well.
“Market access remains a hurdle. One producer said, ‘Markets tend to stick to what they know,’ and constantly shifting requirements make it even harder for new entrants,” Langeveld explains.
Beyond market access, producers are also struggling with housing shortages, outdated infrastructure, and limited capital for long-term sustainability.
Bowes agrees that the issues are layered and complex and that different stakeholder groups often have different perspectives.
“There’s a kind of three-way nexus – black producers, industry entities, and government – each with its own view of the barriers,” he says.
Still, some challenges appear across the board. These include high start-up costs, the traditionalist nature of the wine industry, and its declining profitability.
“The wine industry is path-dependent,” Bowes explains. “It tends to follow old patterns – whether in practices, networks, or ethnicity – and it’s hard for outsiders to break in.”
And while the wine industry may appear prosperous to the outside world, the reality tells a different story.
“We’re trying to support transformation in a shrinking industry. That requires real care and strategic planning,” he adds.
Milestones and measuring real transformation
One ongoing hurdle, Bowes says, is the lack of sector-wide transformation data. Tools like BEE scorecards do exist, but currently, there is no aggregated measurement for the wine sector as a whole.
“Transformation is different in the eyes of different people. That’s why we need a standard, multi-stakeholder accepted measurement method.”
Until such a system is established, BEE scorecards at the enterprise level remain the most practical option, though Bowes emphasises the need to expand the Agri-BEE policy throughout the sector.
Despite the hurdles, there are powerful signs that the programme is making a real difference on the ground.
“One producer is setting up a tasting room and restaurant, even though she doesn’t own a farm,” Langeveld shares. “Another has increased exports by 40% this year.”
One producer was recently honoured with the 2024 SA Wine Harvest Honorary Award for Inclusivity and Diversity, while others are gaining recognition for their innovation and social impact.
What touches Langeveld most, however, is the community-minded spirit that drives many black producers.
“There’s a black producer who only employs women from the community to support empowerment. Another runs a vegetable garden to educate about nutrition. Others assist schoolchildren, run food programmes, or fund tertiary education for youth interested in agriculture and hospitality.”
Scaling impact through partnerships
To create a deeper and wider impact, South Africa Wine has moved from being simply a funder to becoming a strategic collaborator with organisations that manage larger pools of funding.
“We’ve raised funding from the department of economic development and tourism, the EU’s Transformation Wine and Spirits Fund, and have strong ties with the Western Cape Department of Agriculture,” says Bowes.
They also work closely with Land Development Services, Edge Growth, and FNB, helping black producers access business incubators, training, and financial support.
“By partnering with these platforms, we can offer a broader purse and more professional support,” Bowes explains.
Although South Africa Wine still operates its own grant and training programmes, the focus now is on leveraging partnerships to create greater reach and more meaningful outcomes.
“The focus is not on us. It’s on the brands and the farms,” Bowes says.
At its core, the work of Wieta and South Africa Wine goes far beyond compliance checklists. It’s about economic justice, social equity, and restoring dignity to communities that have long been on the margins.
While challenges such as funding shortfalls, market limitations, and entrenched industry norms remain, the early results of the programme show that black producers, when given the opportunity, are not only capable of thriving but of transforming the industry itself.
“These producers are game changers,” Langeveld says. “They’ve taken their communities with them. And they’ve shown what success looks like, not just in the bottle, but in the lives they’ve uplifted.”
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