About Protea Reserve Co
Who We Are and What We Stand For
A collective built on purpose. Connecting independent producers to markets through governance, coordination and collective action.
Protea Reserve Co
Protea Reserve Co (Pty) Ltd is the holding company and strategic leadership layer of a collection of product-based value-adding divisions.
It does not own a single farm or herd. Protea works with independent producers committed to ethical, responsible and sustainable agricultural practices — and helps them access markets they could not reach alone.
Protea Reserve Co provides governance, strategic direction, buyer relationships, supply coordination, slaughter facilitation, quality standards and local and international market opportunities — so that farmers can focus on what they are best at: farming.
The Origin
Founding Story
Protea Reserve Co was founded in June 2020 by a group of passionate Certified Wagyu Beef (CWB) farmers in South Africa. The founding purpose was clear: to create value for customers and wealth for producers through collective action.
Collective action allows producers to collectively manage the product value chain from farm to fork — realising potentially higher profits without sacrificing them to other role-players within the value chain.
The first division was the Protea Reserve Wagyu Company (PRWC). Protea Lamb Co (PLC) became the second, showing strong promise with several interested producers. Protea Reserve Co continues to search for new expansion and division opportunities.
Our Model
Collective Action
For Small Producers
Protea integrates smaller producers who do not yet have strong brands — creating a market for products as little as one or two carcasses per month.
For Larger Producers
Larger producers gain sustainability and collective market strength. Volume gives motivation to build brand, and security through shared market presence.
Strength in Numbers
Together, producers are a powerful player in the market. Protea is the avenue for small to medium producers to supply, and the collective voice that makes it viable.
Developing Markets
Protea first creates value in developing markets. As the collective grows, it becomes easier for larger brands and producers to supply through the Protea system.
Principles
Founding Principles
Inclusivity
Protea is considered inclusive of all producers. We aim to develop structures that support producers to access markets.
Strategic Direction
Building export markets for Southern African agricultural commodities through a network of corporate partnerships and inclusive supply agreements.
Mentorship and Support
We believe export success is founded on quality product, supported by mentorship programs ensuring viability of projects and successful agricultural production.
Our Divisions
Each division operates as a focused product business unit under Protea Reserve Co.