Five years ago, Hentie van der Merwe and Frits van Ryneveld were excited to launch a new brand that had been planned for a long time on March 27, 2020.
They barely understood the chaos that continued.
The brand is Swartland Kitchen, and the date coincided with the announcement of a nationwide lockdown due to the Covid 19 pandemic.
12 months ago, van der Melwe and van linberd, founders and owners of Darling Sweet, which was approached by South Africa's most beloved toffees, soft caramels and, more recently, darling women baked rusks and sold them to local stores. In hopes of retirement, she approaches the duo on the offer to buy a business, and after doing due diligence, the deal was made.
Van der Melwe tweaked the recipe and changed the name of the brand Swartland Kitchen as the rusks are baked in Darling's shrimperère, located in the heart of Swartland.
Five years later, the business is booming, and Swartland Kitchen produces not only rusks of five different flavors, but also a range of cookies as well as granola and fleur desel (a highly sought after salt used in high-end kitchens for long-lasting flavors).
To elaborate on the Swartland Kitchen, we sat on a plate of rusks with Van Lineveld and asked him a few questions.
Happy 5th birthday! The same day the national Covid lockdown was announced! What impact did it have and how did you overcome it?
I was busy! We are a small company with very strict financial means. We were scheduled to release at the Kamers Show at Blaauwklippen Wine Farm near Stellenbosch in April 2020, but suddenly we were stuck in a garage full of Rusks with a sale date. All shows and markets were cancelled and the shops were limited by what they could get to stock the shelves. So we were able to pivot to online platforms and trade through those means. Despite the restrictions, I sneak into the factory in the morning and start packing my orders. It was a great blessing for me!
After purchasing the company, I worked on adjusting the rusk recipe. Who was responsible for the task?
Hentie took over recipes from the women we purchased from the company, tweaking them in terms of taste, sweetness, texture and shelf life, streamlining larger batch size recipes. I was happy to be appointed as a “Taster”! ”
Please tell me about the materials used.
We are committed to baking traditional products using traditional ingredients. Stone flour, butter, buttermilk, free eggs, oats, sunflower seeds, sultana, flaxseed, sesame seeds, pumpkin seeds, and of course, ingredients unique to different flavors, sourced from local farmers who grow crops in an environmentally friendly manner. But all “clean” materials that make your product so unique and very nasty!
How many rusk flavors are there?
It was released in five rusk flavors, and one flavor has been changed due to a recent renewal of the packaging. The flavors are buttermilk, almonds and oranges, breakfast, breakfast (made without sugar), and our latest flavors, sunflower and sesame.
What is the most popular flavor?
Buttermilklusk of course! Our fans love them like Tanny Yveta Beziden!
Are they kosher and halal?
Yes – The full range is kosher and halal.
Please tell me about the new package.
Initially, we designed the packaging to act as a gift. Therefore, there are lots of flowers and things to buy for friends and loved ones on special occasions. Since then, we have realized that South Africans don't think of the gifts the same as buying a beloved sweet toffee box for their mother when they go to dinner or for Mother's Day, so we decided to change it.
Why do you think South Africans love Rusks, as it's not that big of a thing in other countries?
Rusks are a staple food in many homes as they are a pleasant experience. They can enjoy tea, coffee mugs or hot chocolate as a starter of the day, or as an afternoon or mid-afternoon or as a late-night snack.
Please tell us more about the taste experience of rusks that visitors to Darling's Evita Se Peron can enjoy.
Our rusk flavor is the world's first experience. Customers can choose from hot drinks (tea, coffee, cappuccino), three rusk flavors and two cookie flavors. All are R60 per tasting. This can be enjoyed at our theatre, gardens and Bora Sick Park.
What other products do you sell under the Swartland Kitchen brand?
They also make and sell boxes of delicious healthy breakfast granola, made from incredible VLA Koekies, Soet Koekies (Sugar Cookies), Ginger Biscuits and 750g.
Where can I buy the Swartland Kitchen Series?
Not only from online stores at www.darlingsweet.co.za, but also from independent stores such as Padstalle, The Bigger Pharmacies and Coffee Shops.
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