L’Avenir reopens it’s gates

As the government enforced prohibition in South Africa has finally been lifted, the L’Avenir team reflects on a period where retaining livelihoods and jobs was a key priority.

Due to the ban on alcohol, over 430 wineries and grape producers are expected to go out of business in the next 18 months, possibly costing 21 000 jobs. Yet, L’Avenir has managed to retain jobs and ensure that, through it’s longstanding relationship with Pebbles Project, its people are healthy and nourished during this uncertain time.

The L’Avenir farm worker community received more than 2 000 special meal parcels during the South African Covid-19 lockdown, through partnerships with Pebbles Project and Mitsubishi South Africa. An international fundraising campaign through GivenGain contributed to financing 175 food parcels. The families of the L’Avenir farmworker community continue to have access to proper health services through Pebbles Project’s mobile clinics.

L’Avenir was also involved in several notable fundraising efforts, aimed at enhancing the sustainability of the South African wine industry and the people that are employed by it. A partnership with the premium South African wine distributor, Capreo, resulted in funds in excess of R14 000 raised Pebbles Project. Similarly, L’Avenir’s new partner in Hong Kong, Wine Impala, has pledged to donate HK$30 for every bottle of L’Avenir sold in Hong Kong during the lockdown.

“The L’Avenir team is very proud that we managed to make it through lockdown, without retrenching any of our staff members. The Estate’s people are it’s core and we are grateful that our strong base of export partners sustained sales through this very difficult time,” explains L’Avenir Managing Director, Naretha Ricome.

Winemaker Dirk Coetzee, and his winemaking team
The L'Avenir hospitality team raises a glass to the reopening of the winery

With a name that means The Future in French, L’Avenir continues to focus on a sustainable long-term Future. This includes a partnership with oDocs Eyecare, which will allow Pebbles Project to provide primary eye care through Pebbles’ established network of aftercare school facilities, mobile medical clinics and community programmes.

“The oDocs collaboration is a perfect metaphor for L’Avenir’s new vision. Our team continues to look beyond the horizon – whether it’s in terms of planting new vineyards (we are in fact planting new bushvine Pinotage) or innovative new sales channels. For example, through the L’Avenir Champions Project, our team has responded to challenges of Covid-19, by assigning influential champions in different communities, organisations and businesses. With this network of champions, we are taking L’Avenir to the market through innovative mobile tastings, pairings and promotions,” explains Naretha.

The L’Avenir Cellardoor has been reopened, strictly adhering to health and safety, as well as social distancing measures. Similarly, the L’Avenir Country Lodge will welcome it’s first guests on 1 September, after being closed for almost six months. “Our former president, Nelson Mandela, said that courage was not the absence of fear, but the triumph over it. Making it through the lockdown prohibition was certainly a triumph for our team. We look forward to opening our gates again. The future of L’Avenir is different, but bright,” concludes Naretha.

About Pebbles Project

Pebbles Project enriches the lives of children and families in the Cape Winelands farming communities in the Western Cape.  Since their inception in 2004, Pebbles Projects has impacted the lives of children and their families by providing support and intervention in five key areas: Education, Health, Nutrition, Community and Protection.

Nutritious meals are delivered by Pebbles Project to the farm worker community at L’Avenir Wine Estate.
The L’Avenir Hands-on garden was designed and established by the Estate’s farm worker community. The garden is dedicated to the workers that toil the land to produce world class Pinotage and Chenin Blanc and remains a symbol of hope.

For more information contact Dr Edo Heyns – Advini South Africa Strategic Development Director: Edo.heyns@advinisa.co.za