Wendy Petersen, the CEO of SA Olive, was recently recognised for exceptional leadership at the Western Cape Department of Agriculture’s annual awards ceremony for women entrepreneurs. African Farming chatted to her about the successes of the local olive industry, transformation and women’s contributions to agriculture.
By Michelle van der Spuy, Senior Journalist at African Farming and Landbouweekblad
Tell us about your career in the agricultural sector and your path to becoming CEO of SA Olive.
My career in agriculture began in 1993 in the wine industry as a technologist at the former Stellenbosch Winery, where I was promoted to product development technologist at the head office in 1995. I was then systematically promoted to senior technologist and eventually became head of product development in the research and development department.
I went on to hold senior roles in innovation and product development at KWV and DGB, and was later promoted to group manager of innovation and product development at Distell.
In 2010, I began studying marketing and strategic management, which led to various strategic leadership roles, including senior executive manager of the South African Wine Industry Transformation Unit (SAWITU). In 2023, I was appointed CEO of SA Olive.
What impresses you most about the local olive industry? What makes it unique?
The local olive industry is still in the early stages of development. What makes it unique is our producers’ drive for the highest quality and their expertise in olive oil production.
South African olive producers are already gaining international recognition, which positions the entire industry on the global stage for exceptional quality. With the global shortage of olive oil and growing interest in the Mediterranean diet and a healthy lifestyle, South Africa is well placed to play an important role in the international market.
Consumers value the quality and freshness of local olives, as well as the pride that comes from them being locally produced. The unique, complex flavour profile also makes them highly sought after – not to mention the health benefits, as the oil is rich in antioxidants, healthy fatty acids and phenols.
What is the industry doing right? What needs to change to make it even more successful?
SA Olive has a recognised and respected certification system, the Commitment to Compliance (CTC) Scheme, which evaluates product quality across the industry. Only extra-virgin olive oil produced in South Africa that meet the required chemical standards and pass organoleptic testing by qualified panels can carry the CTC Seal.
The industry also prioritises quality over volume, with continuous focus on developing and promoting new techniques. Producers learn from one another and from experts, ensuring constant improvement.
How important is transformation in the olive industry?
Transformation is vital, not only for our organisation but also for the industry as a whole. It broadens participation, allowing new producers, farmers and young entrepreneurs to gain access, which in turn strengthens competitiveness and long-term sustainability.
We believe in equal participation. We encourage new farmers with available land to approach us to see how the industry can support them with technical advice and assistance.
Skills development and knowledge transfer are also central to our transformation efforts. Mentoring, training and technical support play a key role, as do our field days with experts, where new entrants to the industry receive practical advice.
Working with the Western Cape and national departments of agriculture, Land Bank, the Department of Trade, Industry and Competition, and Wesgro, we are also exploring support opportunities in market development and land ownership.
Are local olives popular in the export market?
There is strong demand for South African table olives and olive oil. The challenge is limited supply. Local products match – and often exceed – the quality of imports, yet many consumers still perceive international brands as superior. In reality, this is often not the case.
What character traits should a leader in the olive industry – and agriculture in general – have?
Being a leader in South African agriculture requires strength of character, and commitment to innovation and development. A leader must think on their feet, develop creative solutions and ensure effective implementation. Good leadership is also founded on high moral values and unwavering integrity.
Inclusivity should not only be a marketing theme – it must be a core principle of everything a leader does. It requires the ability to build strong personal relationships, value diverse perspectives and strike a balanced approach. Above all, people must have confidence in their leader’s judgement and vision.
How do you think women are fulfilling their place in the agricultural sector? What is their unique contribution?
Women play an increasingly important role in agriculture. They are driving transformation and inclusivity in the industry, and inspiring younger generations and creating new models of collaboration. Women show a strong capacity for training and developing others, which enhances the sector’s overall quality of work.
Ultimately, women’s contribution lies not only in producing food but also in feeding communities, empowering families, driving transformation and ensuring sustainable growth.
What opportunities are there for women to become even more involved in agriculture?
I think there are a great many opportunities for women across the agricultural value chain, from entrepreneurship, business development and leadership to technical fields, research and education.
We need women in agriculture who can think innovatively, lead with vision, embrace new technologies, advance research, train the next generation and serve as strong mentors.
Also read: Bayer celebrates women in agriculture
