LOCAL BUSINESS OWNER
SA BRAAI
Wendi and Matthew Devan are bringing
traditional South African Boerewors Sausage
and flavors to SE Wisconsin and beyond!
WHAT INSPIRED YOU & MATTHEW TO DECIDE TO START A YOUR OWN BUSINESS?
My husband Matthew is an exceptionally talented Butcher. I knew it when I met him in Dublin and
he was working in a family owned Butcher shop. It’s hard to explain to someone 12 years ago what
America is like and his profession didn’t exist in the US, like it did in Ireland or in South Africa.
If you ask Matthew he will tell you for years I asked him to open a Butcher shop, but he wasn’t
interested. He didn’t want the debt. He was always making Boerewors and before we had our
son we had a lot of Braai’s (BBQ’s) in the summer and everyone LOVED the sausage! I had been
working in retail and you learn how to spot opportunities. I took me a few years to convince him to
do the Tosa Farmers Market. Again, in my professional career we tested product before we rolled
it out to the whole country. I used the same approach for our business. We signed up for a few
dates and on the first day we sold out of all of the frozen packs our Boerewors sausage within the
first hour and a half of the market opening! I knew we had a winner, but I honestly wouldn’t have
anticipated the direction our business has taken now!
WHAT MADE YOU CHOOSE TO GO THE ROUTE OF FOOD PRODUCTS?
Matthew is also a very talented Artist. He’s humble about all of his natural skills and in 2013 he
had an art show in the 3rd Ward during Gallery Night. He had recently completed a corporate art
job and at that time I was trying to convince him to quit his job and be an full time Artist. We went
out for drinks after his show and he said, “I want to focus on being a Butcher.” That was that! In
April 2013 I began filing all of the necessary paperwork, permits, and licensing for us to have a
booth at the Tosa Farmers Market.
WHAT MAKES SA BRAAI UNIQUE?
All of our products are untapped to the US market. South Africa is a melting pot of culture
and history. There are 11 official languages and then you have the British, Dutch, Portuguese
and Indian influences. It’s no wonder they are called the Rainbow Nation, imagine the culinary
influences those backgrounds bring.
HOW ARE YOU GROWING / EXPANDING YOUR BUSINESS?
We are currently in 14 stores throughout Southeastern Wisconsin and Madison. Right before
Christmas we received word we were accepted into Whole Foods as a regional vendor!!! We are
still in the paperwork process with them, but are beyond excited for the opportunity & expect to
deliver in the spring. Find out where to purchase SA Braai products here: sabraaitime.com/find-us/
2 Locations Serving the Lake Country Area
Hartland: 600 Hartbrook Dr • 262-367-1010
Pewaukee: 175 Main Street • 262-746-9477
Hours: Mon-Fri: 10am-6pm, Sat: 10am-5pm, Closed Sun
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IN WHAT WAYS ARE YOU INVOLVED WITH YOUR COMMUNITY?
From the moment we started in Tosa we felt the love and support of our community! I recall our
good friend saying after the 1st day, “That was amazing, but we have to see if customers come
back!” Sure enough they did! My favorite thing about the Farmers Market is customer interaction.
It’s so great to see some of the same faces now a few years in a row. We reached out to the Tosa
Pool in Wauwatosa our 1st summer in business and gave away Boerewors sausages free to their
guests on a member night. The following weekend I remember we sold out of our frozen packs
of sausage again! We have a close relationship with the Tosa Pool and we appear regularly at
The Landing Beer Garden at the Tosa Pool throughout the season. If you can’t make it down to the
market to try our sausage hot, stop by The Landing this summer and grab a pint with it! From a
donation standpoint, people often reach out for gift baskets for silent actions.
WHAT ADVICE WOULD YOU PASS ONTO THE COMMUNITY ABOUT SUPPORTING LOCAL MAKERS?
Every time you make a choice with your money you are voting! I say this coming from a retail
background where we closely analyzed sales of products across categories. The consumer drives
change and supporting local has huge wins for your community! There’s a lot of heart and
passion and quality that goes into local products. I’m sure at one point the same could be said for
corporations, but most report to Wall Street.
WHAT ARE SOME SEASONAL ITEMS TO PAIR YOUR PRODUCTS WITH THIS SPRING?
Well you should definitely fire up your Braai (aka grill) this summer and throw some of our
Boerewors on! I always like to keep one from the grill and add it to scrambled eggs the
following day! If we didn’t say it bef ܙH8