Once upon a time… The Sir Fruit Story.
The intrepid tale of Sir Fruit began in eons past: an ancient, mysterious age around 2005. While adding ‘Hollaback Girl’ to their iPod Nanos, our founders had an idea – to build the best juicing company Mzanzi had ever seen.
Enter the Brothers Baker (cue trumpets) …
There were three of them. Patrick, the pup of the pulp, honed his fruit mastery at the prestigious House of Orange. Middle brother, Dave, travelled the Amazon before opting for a more interesting life in the juice business. And James, the eldest of the three wise men, was the entrepreneur and primary wedgie-dispenser.
However, the family was still to grow: with Lady Vijay Loosen. Queen of the veg, favourite of the fruit, Vijay had been in the juice game for some time. Through hard work, skill and dedication, she quickly became the sister the Brothers never had – ensuring the sales and marketing departments ran as smoothly as a Sir Fruit smoothie (ba-dum-tish).
The eldest, James, has since branched out to explore new ventures down the vine. However, his guidance and values remain an important part of what makes Sir Fruit, Sir Fruit, and he will forever remain and honorary Sir Fruit-ian.
Today, the company continues to go from strength to strength, with factories in Johannesburg, Durban and Cape Town. Our Sir Fruiters are dedicated, ensuring that we continue creating tasty, wholesome juice for an entire nation. (We keep getting these ‘trophy’ things for service, which means we must be doing something right.)
Much has changed since 2005, but our values and passion have not. We search out fruit for its taste, not its looks. We are honest. We give back. We hire our people for talent and joy and determination – not just for what’s on their CV. We laugh, smile, care, and grow – because, at the end of the day, Sir Fruit still feels like that small start-up juice company. The one with stars in its eyes and excitement in its heart. The one that tries, every day, to do things a little bit better. The one that’s all about the good stuff.