Women in business should not allow a lack of experience or fear of the unknown to prevent them from pursuing new opportunities, according to entrepreneur and exporter Brenda Wilkinson.
Speaking at Exporters Western Cape’s Women’s Month breakfast in Cape Town, Wilkinson shared how she went from being a teacher with no experience in olive farming or international trade to helping build one of South Africa’s best-known olive oil brands.
Wilkinson is the co-owner of Rio Largo Olive Estate, which produces award-winning extra virgin olive oil near Robertson and exports to 15 countries.
She told guests that producing a good product was not enough. Despite winning a leading industry award soon after she and her husband, Nick, bought the farm in 2010, the business still had to build market awareness and generate sales.
“Having an award meant very little if people did not know about the product or understand what we were offering,” she said.
Trade missions supported by the Department of Trade, Industry and Competition (dtic) and Wesgro helped Rio Largo enter export markets. Wilkinson said they provided important lessons about pricing, packaging, competition and the landed cost of products.
Not every mission resulted in an immediate order, but each helped the company better understand potential markets and buyers.
“You have to find out who you are on your own,” she said. “Sometimes that is daunting, but you have to find the courage to do it. Naivety can sometimes be a good thing because you simply start, learn and keep going.”
She encouraged women entrepreneurs to back their products, use the export support available to them and remain open to learning.
Exporters Western Cape committee member Deon Theron said that while it was often said that behind every successful business was a strong woman, today it was just as likely that she was leading it.
“Women’s Month gives us an opportunity to recognise and celebrate the contribution women make every day – not only the achievements visible to others, but also the determination, resilience and commitment that often go unseen,” he said.
“These contributions extend beyond individual businesses. Women are shaping industries, strengthening the export community and creating opportunities for others.”
