Bayede wine enters Brazilian market via Walmart deal

In a first for a South African company, job creation enterprise Bayede has secured an export deal to supply wine to Walmart Sam’s Club in Brazil.

The first order for the American retail warehouse chain, one of the largest retailers in the United States, will see almost half a million rand worth of wine – each with the signature Bayede beadwork attached – exported to Brazil.

The deal comes after Wesgro, the Western Cape’s official tourism, trade and investment promotion agency, led Bayede on two outward selling missions to Brazil last year. “Both visits were the first time for Bayede entering the Brazilian market and I believe this is just the beginning,” said Antoinette Vermooten, CEO of Bayede.

Bayede, which produces wine, clothing, textiles, leather, rooibos tea, beadwork and pottery, is endorsed by King Goodwill Zwelithini. In 2012, Bayede was listed in all the Walmart stores in China.

“The Bayede brand is a winner and is our competitive advantage. Wesgro has been a great help in assisting us in a tough market. Our next target is our Rooibos tea,” Vermooten said.

Jason Engledoe Wesgro’s International Trade Manager, said the deal was a result of “repeat visits coupled with relationship building, pooling of resources and knowledge sharing, which are paramount for success in this market”.

The deal will see previously disadvantaged beaders, based in the Western Cape, Limpop and KwaZulu-Natal, receive almost R50 000.

Press Release

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