1. www.bwasa.co.za
Chirene Jelbert has been working in the South African Fruit Industry for over 10 years and loves
the pace and volatility of the industry. After obtaining her Bsc. Agric in Horticulture she at first
worked in purely Technical roles. However, being a firm believer in challenging her comfort
zone she grabbed the opportunity to run an Export Business unit and has never looked back.
Chirene went on to pursue her MBA part-time and today she is the Commercial Head at United
Exports for Domestics Products, including Berries.
What do you do to make a living?
I currently work for United Exports on building their domestic business and overseeing their
blueberry department. I create value and solve problems within the fruit industry. I love making
1+1=3 by finding the bottle neck in a production line or pain point for a grower or retail client,
helping them to solve their problem and add value to their business and mine.
Who is your greatest inspiration when it comes to what you do?
My Dad, an entrepreneur who also works in Agriculture, taught me the importance of
relationships, grabbing an opportunity and quick decision making. Dad used to literally go in the
sweetie isle and say, “Right you have 20 seconds to decide what you want, if you have not
chosen something you get nothing, that’s how life works,” and true to his word he never let
me change my mind, “just quickly” and if I had nothing in my hands when the time was up, I
walked out empty handed.
What do you consider your greatest achievement?
My family. The fruit industry is constantly on the go, nature does not know about weekends,
public holidays or even Christmas. I’m not the best at being balanced and easily got sucked into
the constant adrenalin. Finding that balance between work and not only being a family member
but an actively participating, present, family member took me some time, but now that I’ve
achieved it I would not sacrifice it for anything or anyone.
What is the greatest hurdle you have ever had to leap?
Chauvinism. When I started working, the fruit industry was lagging way behind in terms of
transformation, and in some areas it still does today. When applying for an internal position of
Technical Manager, I was told only a white man would be able to do the job as no farmer would
listen to a women or person of colour and that I was better off sticking to an admin or academic
job. I went on to became one of the first women who held the position of Technical Manager
and have hired many more over the years.
What has been the most important book you’ve ever read and why?
To kill a mockingbird, because I believe with all my heart in the words of Atticus Finch, “You
never understand a person until you consider things from his point of view… until you climb into
his skin and walk around in it.”
Who have been the people in your life who have had the most profound influence on
you?
My mom, a nursing sister taught me what hard work, dedication and a labour of love really looks
like. Growing up my mom was very sick and still struggles with her health, but she is always
positive and you would never hear her complain. She just gets up and goes again. I think living
so close to the edge of life versus death has made her celebrate everything in life. My mom has
taught me to appreciate and celebrate everything. I did not get it at first, but life is a lot more
fun when you really are grateful and enjoy where you are right now.
What would you say to others in encouraging them to live their best life?
Be driven, dedicated and hardworking, but not at the cost of others and yourself, remember to
take moments to rest and enjoy the journey.
What is the “thing” that we could do or should have to empower women in business?
We desperately need to build a bigger pipeline of girls moving up in the ranks, but sustainably.
We don’t have enough women in senior positions, but at the same time I often see young
women with potential being moved too early into positions that may demand experience to
be successful. Most of these ladies have up to this point in their careers only ever achieved
success. As soon as their first inadequacies show, both them and the employer don’t recognise
the real problem of experience and conclude the match is not right for either of them. Programs
like the BWAs Fast track is a wonderful program to educate and mentor young women to
sustainably empower women in business.
“BE DRIVEN, DEDICATED AND
HARDWORKING, BUT NOT AT THE
COST OF OTHERS AND YOURSELF,
REMEMBER TO TAKE MOMENTS TO
REST AND ENJOY THE JOURNEY”
– CHIRENE JELBERT