NICOLA LUBBE

Forever Farming

What does your company do?

Forever Farming is the Meat Exchange - specializing in the supply and distribution of bulk frozen meat (chicken, pork, beef, lamb, fish) from all parts of the world and local soil to South Africa's most prominent Food Retailers and Processed Meat Factories. We custom pack shelf-ready products in the right size packaging and customized branding. We provide a seamless link between farmers, retailers, and consumers, handling the entirety of the logistics across the meat supply cold chain from bulk deliveries to store deliveries. Facilitating the complete process of meat import and export right from the plant or origin across the globe to the customer in South Africa and SADC countries.

What is your biggest success?

Building up a company from scratch with no investors or seed capital into a profitable, reputable, sustainable and well trusted company with a turn-over of R 275 million (2023/24 financial year) and a gross profit of R 9,6 million. Being one of the largest retailer's biggest suppliers countrywide also gives us immense pride. In 2023 Nicola Lubbe, received two awards - Business Engage Gender Mainstream - both Positive Role Model Southern Africa (2nd place) and Fearless Thinker (3rd place) Westen Cape (being nominated by RMB).

What has been your biggest hurdle?

Having to build up a capital, trade credit and a good reputation in a highly competitive market with traditionally very low margins and being sustainable and credible enough to be listed with corporate clients and JSE listed companies. The meat industry is also primarily a male dominated industry. Forever Farming is the only woman owned 100% shareholder in the Industry. We have suffered major losses in 2017/2018 through bad debt and having to turn that around and trade ourselves out of debt and keep going and then turn the company back into profit was not only very tough and stressful but also one of the periods in my life that I am most proud of and has earned me a lot of respect in the industry.