The company

The Grassroots Group is a growing niche agri-processing company that has been supplying local and international markets with quality natural, health and lifestyle products at competitive prices for more than 22 years. We are dedicated to provide world-class quality and service in relationship and trust driven trade partnerships. This strategy has seen the Group grow rapidly from its humble beginnings into the successful passionate and vibrant business it is today. A holding company forms the structure for all the divisions of the Group that is wholly owned or in partnership with strategic partners in the Dried Fruit-, health-, industries. A big percentage of the Group's shareholding is still in the hands of executive directors and we have a strategic equity partner (Acorn Equity).


Grassroots history

Prof. Earle Graven founded the Grassroots Group in 1991 following his retirement from the University of Fort Hare where he held the Chair in Agronomy. Prof. Graven's main aim was to take Agricultural production skills back to the rural communities and adding value to these crops through processing and value adding. From modest beginnings, hard work and innovative thinking the Grassroots Group has grown into a market leader in the bulk supply of  dried edible health snacks, dried medicinal and herbal botanicals and decorative dried botanicals for the world market. 95 % of all our products are exported to EU and USA.

Value creation model

We create value through networking and forming long-term strategic alliances with like-minded companies. This leverage our raw materials supply, innovation, intellectual property, work ethics and access to markets into enduring relationships with long term value creation in people and shareholder value. The Group has a Workforce of 650 people (90 % women) that also influences the local rural communities positively and builds on our vision for a sustainable business and leaving a legacy.

Grassroots factory in South Africa

We operate a number of enterprises in our 7000 square meter production facility in the Western Cape, which:

Produce a range of world class quality, 100 % Natural health snacks from a dried fruit and vegetable base, without preservatives and added sugar - mainly for the FMCG markets in the EU, Switzerland and UK

A range of low preservative (sulphur), oven-dried edible fruits for export snack markets

Supply high quality dried botanicals for human and animal phyto-medicine use.  This division’s on-going research delves deeper into the field production of threatened species and selected clones for future production. Secondary processing facilities makes it possible to handle big quantities of fresh material, processed into dried, sliced, milled and edible botanicals

Produce a unique range of dried citrus, scented fruits and botanicals for the decorative and edible markets;


The management of the Grassroots Group includes highly qualified professionals who have 25 years of ‘hands on’ experience in the fields of food, industrial and chemical Engineering, Accounting, Horticulture, medicinal and agronomy. We use unique drying technology and structures developed in-house over the last 22 years.


Our processing facility is currently BRC certified.  We are also SEDEX registered and a registered food business operator in South Africa. We are also registered as a PPECB (Perishable Product Export Control Board) Loading/shipping site. We have a BBBEE (Broad Base Black economic empowerment) certificate and is a level 8 contributor.


Grassroots Group (Pty) Ltd

Groenvlei Farm, Gouda, Western Cape Province

P O Box 16, Gouda, 6821 South Africa

Tel: +27 (0) 21 020 0260

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