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“We are building a legacy - not just selling wine.”
These are the words of Malcolm Green, who together with his son, Ricardo, owns La RicMal Wines. The business greatly benefits from its partnership with the Shoprite Group, which sees it supplying to the Group’s supermarkets across Africa.
The Greens started their wine business in 2007 and currently trade under the labels Lerato Wine and La RicMal Supreme. The blended Lerato and single cultivar La RicMal Supreme Wines are available in all Shoprite and Shoprite LiquorShops in South Africa and beyond.
- Malcolm Green
He credits Shoprite and specifically its senior liquor buyer Johan Lochner with being the first to take his business seriously.
Green started out in the recycling business where he bought used wine bottles, cleaned them and resold them to wine producers. His son, Ricardo, wanted to walk a different business path, which initially his father was not that enthusiastic about it.
- Malcolm Green
Since becoming a Shoprite supplier, their business has grown significantly. They were first introduced in Shoprite supermarkets outside of South Africa followed by a national rollout in South Africa. Shoprite constitutes 30% of their overall business and some 10% of their export business.
Apart from the growth La RicMal has experienced since working with the retailer, the greatest benefit to the business has been the internal capacity building necessitated by their alignment with Shoprite’s IT systems and procedures.
Their wines are produced from predominantly bush vines growing in the Darling area in the Western Cape, but they successfully applied for land, which the Department of Land Reform and Agriculture awarded to them in 2016. Their farm is off the Bottelary Road, near the famous Stellenbosch wine route, and they hope to sell wine from their own farm by 2021.