ABOUT US
Established in 2012, Forever Farming has grown from local farming support into one of Southern Africa’s trusted trading and import partners in the meat sector. Our role is simple but critical: connect reliable suppliers with dependable buyers and manage the risk and complexity in between.
From Farming Roots to Trade Partner of Choice
At Forever Farming, we’ve never seen ourselves as “just a supplier”. We are solutionists at heart. We supply the meat markets with their bulk requirements, custom-pack shelf-ready products and develop value-added products on demand for private label brands – all with one goal in mind: to add real, measurable value to the growing needs of our markets. Every customer has unique pressures and priorities, and our mission is to deliver outcomes that support their growth, stability and profitability.
From the outset, Forever Farming was built around a simple idea: people who understand farming, logistics and the meat industry can create better solutions for everyone in the chain. Established in 2012, we set out to support farmers and factories by helping them get their meat into the right markets, in the right way. We worked with start-up farmers finding their feet and large producers expanding into new territories. Over time, our role naturally grew. Clients trusted us not only to move product, but to think with them, solve problems and protect their interests. Today, rooted in passion and built on purpose, we don’t chase headlines – we show up alongside our partners to support, push and grow with them. We are the team you phone when you need the right meat, on the right truck, at the right time, and a partner who is as invested in your success as you are.
Our Purpose
We build trust so trade can grow.
Meat supply is a specialised industry. Pricing, availability, regulations and consumer expectations are constantly shifting.
Our purpose is to bring clarity, honesty and stability into that environment – so that:
- Retailers and factories can plan production with confidence
- Farmers and producers know they have credible, paying markets
- Logistics partners work within a coordinated, well-communicated plan
Our story – Rooted in Passion. Built on Purpose.
Our Role in the Value Chain
We aren’t a brand on the shelf. We are the team behind the scenes:
- Negotiating fair deals
- Matching specifications between buyers and suppliers
- Ensuring product moves where it’s needed most
- Resolving mismatches between supply and demand across Southern Africa and SADC
By managing shortages in one region and surpluses in another, we help keep the flow of protein into the market continuous and dependable.
Our Commitment and Values
Our reputation has been built on reliability, integrity and quick, calm problem-solving. We operate with uncompromising attention to quality, food safety and compliance. By partnering only with accredited producers and carefully selected logistics providers, we ensure that every shipment meets the highest standards of traceability, hygiene and regulatory alignment, while keeping the cold chain intact from origin to final delivery. It’s this combination of industry insight and disciplined execution that keeps product flowing, specifications aligned and expectations clear.
Integrity
We say what we mean and honour the agreements we make. Our reputation is our licence to trade.
Reliability
Our customers run factories, stores and fleets. They cannot afford uncertainty. We respect that in every decision.
Partnership
We are long-term thinkers. We prioritise recurring business over quick wins and invest in relationships that last.
Excellence In The Detail
Specification, labelling, packing, documents, loading, arrival – the detail matters. We pay attention.
Solution Mindset
When challenges arise, be it production issues, port disruptions or sudden demand shift, we focus on solutions, not blame.
Leadership Team
Led by experience. Driven by relationships.
Forever Farming is led by CEO and Founder, Nicola Lubbe – an entrepreneur with a background in finance, business management and agriculture. Her experience on both sides of the fence – in farming and in business – has shaped Forever Farming into a company that understands the realities on the ground as well as the demands of modern retail and manufacturing. Nicola’s leadership philosophy is simple: success in the meat industry is built on trust, relationships and delivery. That belief continues to guide the way we show up for our customers, our suppliers and our partners every day.
Looking ahead, our mission remains clear: to connect quality suppliers with dependable buyers through trust, partnership and innovation, and to keep building resilient, long-term relationships across the meat supply chain. We are proud to play a steady, dependable role in the meat import, supply and distribution industry – committed to delivering excellence and the kind of partnerships that last.
Our Founder and CEO
CEO of Forever Farming, Nicola Lubbe, has a background in finance, business management, strategic planning, entrepreneurship and agriculture – all of which she brings together for the benefit of farmers, factories, retailers and wholesalers. Her particular passion for agriculture, combined with her experience as a businesswoman, inspired her to build a company that genuinely bridges the gap between producers and markets in a way that benefits all parties.
Forever Farming’s team of experts and independent contractors, led by Nicola, have extensive knowledge of farming, meat supply, logistics and retail requirements. Nicola has previously farmed with cattle and game, and understands the passion and dedication it takes to prosper as a farmer. She firmly believes that the meat industry rests on trust and respect. Excellent service and good relationships are the cornerstones of Forever Farming’s success – you need to be diligent and reliable if you want lasting results.
Under Nicola’s guidance, Forever Farming has become a respected role-player in the South African meat industry, with agreements across abattoirs and individual farmers to assist with the marketing, movement and distribution of their meat products.
