Protea Reserve Co is an agri-business cooperative model, unlike any other in South Africa. We connect farmers and consumers, decrease intermediaries in the value chain and unite producers with a collective vision. The aim is to supply premium, niche agricultural products, servicing both national and international markets.
We are passionate about our industry and believe in the value of quality fresh produce.
For all our business units we have a network of partners, implementing strict quality protocols to ensure quality and consistency of our products, in a reliable and sustainable manner. These business units include an array of agricultural products sourced from various independent farmers, committed to ethical, responsible, and sustainable practices. It is important to us to maintain a close relationship with all involved partners and to know them personally.
Protea Reserve Company (PTY) LTD was founded in June 2020 by a group of passionate Certified Wagyu Beef (CWB) producers. The vision remains that of optimal value realization to the client, whilst producers share in value generated across the value chain. Collective action allows our producers to manage the product value chain & grow profitability. We bring consumers closer to producers and ensure full farm to fork traceability through the implementation of the latest technologies and highest meat safety & quality standards.
Protea’s philosophy is to continuously build and seek markets for our producer’s products, either locally or internationally. We are committed to developing and facilitating long-term marketing strategies for our products and implementing protocols to guide farmers in producing quality products in an ethical and sustainable manner. Our Wagyu and Lamb products also requires RFID tagging and DNA verification to enable traceability throughout the value chain, with all our producers following a strict quality assurance protocol which upholds Protea’s values.