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Bayede Marketing (Pty) Ltd   

About the business

The unique Bayede! trademarked range of luxury goods evolved from a meeting of minds in 2008 when His Majesty, King Goodwill Zwelethini, visited the Saager’s Eikendal wine farm in Paarl. The King’s wish to create jobs in South Africa and the entrepreneurial spirit of the Saager and Vermooten business quintet emerged as Bayede! Marketing (Pty) Ltd soon thereafter.

His Majesty received the first bottle of Bayede! wine on his 60th birthday in 2009. Other product ranges followed and today include products and artefacts from a variety of African countries. The company uses local labour from established community projects to create jobs and provide an outlet for community products.

The challenges

Bayede! Marketing approached Seda for assistance with market access and product distribution.

Seda interventions and support

Seda’s business assessment confirmed the need for improved marketing, product distribution and local and international market access. Interventions included assistance with marketing materials, such as new wine bottle labels, banners, brochures and a website. Seda funding enabled delivery of the company’s first Walmart wine order (35 000 bottles), listing Bayede! Marketing as the “first African export wine company” at Walmart China. Seda mentoring also assisted with securing a wine distribution deal with Massmart USA.

The outcomes

Bayede! Marketing benefitted from Seda’s business support through:

  • significant business growth over a two-year period
  • greater visibility of its premises through improved signage
  • improved production and labelling of wines
  • improved local and international market access with new contracts secured to export wines
  • the creation of 1 024 arts and crafts jobs
  • improved market recognition (wines used exclusively at President Jacob Zuma’s 70th birthday and new wine range launched at the world renowned One and Only Hotel at the Cape Town Waterfront).