THINKlocal West Allis / Greenfield - Spring 16' | Page 12

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/

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Making Life Easier Since 1985

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Easier
Since
IN WHAT WAYS ARE YOU INVOLVED WITH YOUR COMMUNITY?
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From the moment we started in Tosa we felt the love and support of our community! I recall our Making Life
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