A FAMILY HISTORY OF EXCELLENCE

Fair Cape Dairies is a forward-thinking business with an ethical commitment to business principles and new technology.

HISTORY

The origin of Fair Cape Dairies as a business can be traced to 1675 when the first Loubser arrived in the Cape and started farming. In 1876, the Loubser family bought Welgegund and intensified their farming operations. 145 years later, the current owners of Fair Cape are the 5th generation on Welgegund and the 6th generation of Loubsers are establishing themselves on the farm to continue the Fair Cape story.

In 1955, Eduard Loubser Sr (4th generation on Welgegund) started a dairy on Welgegund, with a herd of 64 Friesland cows. At that time, the production of raw milk and marketing of dairy products was highly regulated by agricultural control boards. These government boards adopted a robust production-oriented approach with little regard for the consumer, thereby regulating the prices for dairy products and unprocessed milk, making it almost impossible for smaller businesses to enter the value chain.

After the first democratic elections, the control boards were dismantled, and the government adopted a free market system. The focus shifted to the consumer and prices determined by supply and demand.

In 1995, with a staff complement of seven people, Fair Cape started to process its first milk. Since then, our focus has been on the needs of the consumer, particularly the innovation of a variety of highly nutritious and tasty dairy products of outstanding quality. Demand for our products has increased significantly, and the Fair Cape brand has gained extensive recognition in the Western Cape and other parts of South Africa.

VISIONARY APPROACH

The dismantling of the government control boards in 1994, presented an opportunity for the Loubser family to start a small dairy processing operation. This event inspired a forward-thinking vision whereby they would process and market the milk produced on Welgegund and sell the fresh processed milk to consumers in the Western Cape.

Our motto, Do the Right Thing, is the foundation of the business culture in our organisation, thereby contributing to the image of the company as a highly respected and well-positioned leader in milk production and dairy products. Fair Cape now employs over 1,600 people.

Fair Cape plays an essential role in the South African dairy industry. Our Chief Executive Officer serves on the Board of Directors of Milk SA and has been instrumental in the formation of the organised South African dairy industry that provides an environment to enable the growth and future prosperity of the country’s dairy industry.

Fair Cape strives to continue in its current role, not only as a source of food security but also as an institution committed to creating opportunities for the development of individuals while remaining aligned to the future well-being of South Africa.

OUR COWS

Friesland cows were selected as the breed of choice, producing milk of outstanding quality under optimal conditions. Of these, 2,550 are milked daily with each cow delivering 40 litres per day.

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Ayrshire cows were later introduced to supplement the production capacity and to fill a niche in the market. They produce excellent drinking milk, are disease-resistant and have a long lactation period.

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FAIR CAPE DAIRIES

The new political dispensation in 1994 provided the opportunity that led to the establishment of Fair Cape Dairies in 1995.

Fair Cape Dairies is managed as a professional business in which the five Loubser brothers, together with other experts in, inter alia, production, human resources, finance, logistics, marketing and sales, take the responsibility for managing and directing the organisation.

OUR FARM

To cope with increased demand, a new production facility which includes modern housing facilities to protect the herd against extreme weather conditions, was built on Welgegund. Thereafter, milk would be processed on Kuyperskraal, with some being sent to the Killarney Gardens factory for further value-added dairy products, such as yoghurts, desserts, custards, flavoured milk and other products. In 2005, Fair Cape Dairies introduced its first eco-friendly farming practices and launched the EcoFresh milk brand.

We subsequently launched a school tour programme, had our carbon footprint assessed, and further diversified our product range with the inclusion of EcoFresh Long-life milk, which is produced at our recently acquired long-life milk processing facility in Malmesbury.

Passion and ethics drive us to achieve the highest standards possible. The competitive advantage of Fair Cape Dairies stems largely from its operational excellence, technological innovations and continual research and development within the dairy industry.

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A FAMILY HISTORY OF EXCELLENCE

HISTORY

VISIONARY APPROACH

OUR COWS

1955

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2020

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Milked Daily

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FAIR CAPE DAIRIES

OUR FARM