Foodclub delivers organic and locally sourced groceries to Joburg households. We chat with owner Jan-Willem Fieren to find out more.
Where did you get the inspiration to start Foodclub from?
In Europe, the focus on sustainable and local food really lifted off about 10 years ago; everyone wants to know where their food comes from. If you look closely, you’ll find a system driven by global prices, food production led by big industrials, and a way of consuming that is dictated by supermarkets. Instead, producers should be paid fairly, consumers should understand the environmental and health challenges, and we should rediscover the true value of food. South Africa is at the tipping point of embracing this movement and customers are demanding a higher standard than the large retailers offer. Foodclub wants to give people access to local, fresh food by combining technology and sustainable agriculture, giving power back to customers and small producers.
Why is it better to get your groceries from Foodclub?
The food industry focuses on economic performance, which has a negative effect on taste, health and diversity, whereas Foodclub selects producers on sustainable practices. We also offer a more personalised shopping experience and we work with high-quality producers that don’t have the volumes to serve retailers. In this way, we help them increase their sales and eventually employ more staff.
Where do you source your produce from? 
We focus on high-quality, small and mid-sized producers which are often family-run businesses. The carrots,
spinach, beetroot, onions, tomatoes, strawberries and bananas are sourced from an organic-certified farm. Our meat is grass-fed and free-range, to make sure these animals have lived a good life grazing outside, without being treated with growth hormones, routine antibiotics or brine.
What are your most popular products?
Our fillet, biltong and marinated chicken flatties are very popular. Also popular are our veggies, free-range eggs, traditional Dutch cheeses and milk.
How have Joburgers responded to your offering?
It’s been heartwarming. Customers tell us they had little choice but to buy from the main retailers, but now they have an alternative – plus they love the convenience of home delivery.
“The food industry focuses on economic performance, which has a negative effect on taste, health and diversity, whereas Foodclub selects producers on sustainable practices.” Jan-Willem Fieren, owner, Foodclub
083 571 5967
Words: Belinda Mountain
Images: Supplied
