Selena & Khary Cuffe- Heritage Link Brands - host conference

African Vintners Alliance hosts USA bigwigs at marketing conference

Wednesday, October 07, 2009 by Mike Ratcliffe, Warwick Wine Estate
posted in http://www.wine.co.za/news/news.aspx?NEWSID=14686&Source=Newsfeed

The newly reformed African Vintners Alliance (AVA) played host to some USA bigwigs this week in the Western Cape where US delegation were immersed into the wine industry for a week of intense observation and learning during which they experienced all aspects of the industry from a BEE perspective.

The week of immersion culminated in the conference on Friday at which all role-players were able to make presentations. The conference, co-hosted by Selena & Khary Cuffe, founders and co-owners of Heritage Link Brands, was a group strategy discussion on how best for BEE brands to develop the USA market. The American delegation included, amongst others, the following:

Ken Chase, 'wine consultant to the world' & head wine buyer for American Airlines
Chris Edwards from www.1-800.com, the biggest online network for wine, candy & flowers
Monica Lovejoy (Glazers - one of the largest wine distributing companies in the USA)
Schnell Blanton - Imperial beverages of Texas
Selena & Khary Cuffe (Heritage Link Brands from LA)
Geoff Neville - USA wine industry entrepeneur

Deputy director of the Department of Economic Development and Tourism in the Western Cape, John van de Rheede, described the program of workshops and industry communication strategy to encourage individuals to "embrace BEE voluntarily for the sake of their companies".

He emphasised the lack of any punitive measures in the legislation and described the benefits that could be derived by companies that are fully engaged in implementing the 'intention' of BEE.

AVA chairperson Malmsey Rangaka spoke eloquently about the South African wine industry, the slow pace of change in the industry and the challenges that face new entrants. She addressed the way in which the AVA collective strategy is allowing these seven members to pool their resources to effectively "take on this daunting challenge".

She lamented the slow implementation of preferential procurement policies by government and the fact that these fully compliant BEE wine entities continually need to "beg" for recognition at the door of government. She continued about the fact that many of the AVA stories are tales of hardship, but this is "who we are at the moment".

She also spoke of the American success that they are starting to enjoy at the moment through Heritage Link Brands and pointed to recent listings on American Airlines, United Airlines and the Wholefood retail chain amongst others.

Denise Dookoo, Provincial Specialist from SEDA (Small Business Development Agency) spoke about their mandate to support and assist small business to develop and grow themselves. Spoke about the 'practical things that SEDA needs to do to assist small business' within the context of limited and tightening budgets. "80% of our companies are emerging businesses and 20% are larger corporate businesses."

"This links in the Heritage between South Africa and the USA and that both respective countries have been through tough times especially from a racial context, and had come out of the other side stronger and wiser," concluded Selena Cuffe.

The event was filmed by a crew from CBS Nightly news for a documentary to be flighted across the USA.

Mike Ratcliffe is MD of Warwick Wine Estate and the American joint venture winery, Vilafonte. He is keenly interested and involved in empowerment and transformation issues in the South African wine industry. He sporadically reports for www.wine.co.za on industry issues.