DARE TO BE GREAT

Annelie Smuts is a strategist with a clear vision of future possibilities and a drive to implement ideas. She founded Dare to Del!ght in 2014 after working in agri-business, food manufacturing and retail for over 20 years in both South Africa and Europe.

Starting her career in product development and quality management in the South African fruit juice industry, Annelie then moved to the UK to embark on her journey in fresh produce. Over the next eight years, she worked for some of South Africa’s biggest fruit exporters, gaining valuable experience in imports and exports, retail account management, category management, procurement, and technical management. Annelie successfully set up and managed the UK office of a major South African fruit exporter.

After completing an MBA, Annelie consulted for a fruit exporter on marketing and strategy, and for the International Finance Corporation on agricultural land reform in the South African fruit industry. In addition to this, she was employed by Marks & Spencer in various technical roles. Back in South Africa, Annelie joined a major South African dried fruit and nut company as Commercial Manager.

She holds a B.Sc Agricultural Science degree from the University of Stellenbosch and an MBA (cum laude) from the University of Stellenbosch Business School.

Annelie is experienced in:

Key account management

Strategic planning and execution

Project management in a food processing environment

Commercial management

Retail

New product development in the food industry

Quality management in a food manufacturing environment

Technical management in the South African and European fruit industries

Procurement

Imports and exports

Business management