Chapter 18 - The Woody’s Story in Photos.

Introduction to Bacon & the Art of Living

The story of bacon is set in the late 1800s and early 1900s when most of the important developments in bacon took place. The plotline takes place in the 2000s with each character referring to a real person and actual events. The theme is a kind of “steampunk” where modern mannerisms, speech, clothes and practices are superimposed on a historical setting. Modern people interact with old historical figures with all the historical and cultural bias that goes with this.

summary – conclusions – case study

The Woody’s Story in Pictures

Oscar and Eben created Woody’s Consumer Bands (Pty)Ltd.. Below I share some of my personal memories and my own journey.

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2008

I resigned from Goosebumps Frozen Food Logistics. The company owners, Hans Kakebeeke and Cilliers Viljoen offered to help me create a meat brand. I was unsure of what products to produce. Pork, chicken or beef? I travelled the country, testing every possibility we came up with. The retailers gave us a chance the concept of selling frozen bacon. It was a dismal failure, but bacon became our business.

Carina Lochner suggested the name in reference to “wood-smoked” products.

The company started as a bacon brand produced by a 3rd party, Table Bay Meats.

Arriving at a hotel in Johannesburg very early one morning. A few hours of sleep and then off to potential clients.

First market tests on the products in townships in Cape Town.

An early Woody's product. — An early Woody’s product – MDM in blocks.

The first-ever product trial was done by Johan van Zyl from Deli Spices. We injected turkey backs.

The first Woody’s logo was created by Carina Lochner.

First Woody’s promotion – two American students from UCT entered the competition and won a Magents T-shirt each.

2009 and 2010

On 14 April 2009, Goosebumps agrees to sell the brand name to me. Dawie Hyman was initially part of the venture and supported me during the first year to augment the income from product sales.

Oscar Klynveld joined the venture in Nov 2009. He has been the company’s Managing Director right from the start. The company was created in January 2010 in Potchefstroom to trade products with the same brand name. On 5 Feb 2010, a meeting was held at the Palazzo Hotel, Montecasino as the first formal company meeting.

Eben and Oscar at Shoprite show in Bloemfontein.

Oscar Klynveld at a meeting at Cater Chain, Johannesburg. One of the first Woody’s meetings with a potential producer.

Anton van Rooyen at a meeting in Potchefstroom.

Tristan, holding proofs for Woody’s labels on 29 May 2010 which we drove through to Johannesburg to pick up.

On 18 Nov 2010, Willem Klynveld joined Woodys to take over the sales, advertising, and marketing of the company.

On 12 Nov 2010, Tristan, Will, and Eben hiked up India Venster (up Table Mountain) and abseiled down one of the cliffs to welcome Will to the company. We have always combined bacon and an enjoyment of life!

Oscar and Trudie later joined us on an Indian Venster hike.

2011

In 2011 Oscar and Eben decided to assign half of the company to a fertiliser company, Profert to get the required funding to set up their own factory. Eben undertook the first of many trips to Europe in order to gain exposure to bacon factories. They had a thorough introduction to the world of functional food ingredients, spices, product development, various meat processing equipment types and equipment producers and the international pork trade.

IMG_1842 - Copy — Andreas Østergaard, who introduced us to the world of functional meat ingredients. This pic was taken hours after Eben arrived in Denmark. Andreas is giving his first lecture on basic meat processing.

Kristian Nielsen introduced us to the magical world of spices and flavours. The pic is taken on a ferry between Denmark and Germany, on our way to visit meat factories in Poland.

IMG_1841 - Copy — The magical city of Girona in Spain where we were introduced to high-pressure injection.

IMG_1837 - Copy — In Paderborn, Germany where we were introduced to the art of tumbling by the Henneken brothers.

IMG_1836 - Copy — The basics of tumbling by the Henniken brothers.

IMG_1833 - Copy — Visiting Tönnies in Germany where Susanna introduced us to the international pork trade.

IMG_1828 - Copy — Oscar, measuring the cooking loss of products we produced in England after one of my trips.

Visiting Danish Crown where we met Peter Birkelund, a renowned processing expert. Peter and Eben remain in contact to this day.

IMG_1822 - Copy — Two processing experts who became important in the life of Woody’s. Hendrik Jeppesen (Jeppe) and Ken Pickles. We met Ken when he was NPD Manager at Vion.

IMG_1823 - Copy — Two processing experts who became important in the life of Woody’s. Hendrik Jeppesen (Jeppe) and Ken Pickles.

IMG_1825 - Copy — We widely consulted with some of the best food institutes in the world.

IMG_1826 - Copy — Kevin Picton at the Bull pub in Peterborough, helping out behind the counter. Kevin would become a close friend.

IMG_1819 - Copy — A meeting at Vion. On the left, at the head of the table is Geoff Dobson.

IMG_1818 - Copy — Oscar at the Vion meeting.

IMG_1817 - Copy — Eben at the Vion meeting.

The European experience introduced us to the fundamentals of meat processing and the requirements of running a meat plant. We became connected to the world of functional ingredients, spices, equipment and generally the art of meat processing. It was a great foundation, but not a model that can be applied without major adjustments in South Africa.

In this year I was more in the UK than in South Africa. Above all, I remember getting home.

0B328E85-F045-4A92-A701-CD5C03546FEF — Welcome, home Dad! xxx

2012 and 2013

At the beginning of 2012, I spent a lot of time in a Tulip plant just outside Bristol. Here I gained my most valuable experience.

1naJ4Bf8lRAEYzxwuXhVEWKQpwBIVq6GiJGZNVgopF0 — Jeppe, Production and QC staff.

2kmdvFzzgDXxoXDPZi1AIQrVVA-QeBSHePPcTizKx1A — uncle Jeppe, one of the main characters in Bacon & the Art of Living

5_lze2GReFdHz6zwXxrRMV3xMydXeoBuaEFbSlgQw_g — Production manager and QC.

fPPR3NdQRVp4ZFtYPXgP9B1AjoAS6v9iXnGyjm6MQXU — Jeppe in a discussion with Martin Sauer.

JqZvk-H8Rdm5DVBTQForcYKzzXjZ4MhHxeXaw03BRsI — Jeppe, Martin, and staff inspecting injection.

Jf-6gAYaIbWe1bUKaHl8ZZ_54VSsrPVTA46-j51EX3g — QC and Abattoir manager.

sm5ecX2yivpDvu7rc_kG0uVHWKqfqQI0t4ZPZji8mO4 — Lee Coates, Production Director.

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Construction finally started on the new factory in the old Roelcor building at 7 Assegaai Road, Kraaifontein at the end of 2012.

q5p17Y_XZeJnQN4AAOkF1q7Aoto6qB9iEmANP7h0EkA — An old carcass chiller was turned into a factory.

6wPtd1jh_tYSo1ioljaM2PpQM44HF5pRWRatLYExSn4 — An old carcass chiller was turned into a factory.

g5WGElTte1vk_1hxo51oS1IgRluDqP9w1115pR9kxJc — An old carcass chiller was turned into a factory.

jdrgvaVPDCFoUhPFiq2jiValNwpdtU0lOMfNsO8LF10 — An old carcass chiller was turned into a factory.

Woodys Kraaifontein site — An old carcass chiller was turned into a factory.

Cooling plant. — Freon cooling plant to amend the ammonia plant.

Tristan and Lauren helping as often as they can.

rCpJ5SoWPCfQV4dCol2-5VvAJpnYkdnGQQAZb8Vmo4k — Fixing old ammonia pipes

vKWwTzoumvTE7v6peeXqX7k8n1ibnb5gOKNv6E-dx6U — Laying the new floor.

The production area taking shape. — Production area taking shape.

Equipment started arriving from around the world.

Staff started moving into offices. — Offloading the one packing machine.

Oscar, Eben and Willem. — Oscar, Eben, Willem.

Oscar, our Managing Director. — Oscar Klynveld

The 1st smokehouse. — Our first smokehouse.

The brine mixing room taking shape. In the pic is Luke, our plumber.

Tristan, inspecting the new freezer ceiling.

aeYlDzHIDtaahCeH-bdjnCrzuE3fmFZTxLOriXRno2Q — Tristan, into the ceiling.

Moving the old ammonia lined into the ceiling.

awEHwdV-9DbY-MlmK1qNrDoK7wJMaMU70ugORYOMrrYY — Andreas giving deboning training.

ahs9i5dPKeenQYy8yka1iv3CRJO_vwnSD866hmWSYfZo — Here I am taking the first meat through the injector.

By early April the work was completed and production started.

First production day, 9 April 2013.

The first shipment of bacon left the factory on 13 May 2013.

In June 2013, our one smoker exploded.

Our smoker exploded in June 2013. We survive and move on to bigger things.

Smoker Exploded June 2013Smoker Exploded June 2013Smoker Exploded June 2013

James Klynveld joined the company on 8 July 2013 as financial manager. Roy Oliver joined Woody’s on 1 Sept 2013.

woodys 1 — The New Woody’s logo is introduced. This was our first progression.

The Woody’s branding was completely re-designed under Will’s leadership along with a new corporate website and social media platforms.

2014

Woody’s continued to refine its processing techniques and processes. It incorporated more aggressive marketing such as a bacon festival that we attended.

WP_20140530_18_29_16_Pro — Ehrhardt and Will at the bacon festival.

WP_20140530_18_51_56_Pro — Oscar at the bacon festival.

During 2014 Woody’s started expanding their marketing across the border to other African countries.

IMG_1808 - Copy — An old church in Windhoek.

IMG_1809 - Copy — Oscar at the Avis dam in Windhoek.

2015

Woody’s became more “corporate” on 25 May 2015 and Profert’s involvement ended. June 2015 became a very important benchmark month from a profit/ loss perspective. On 17 June 2015, the record number of bacon packets to date were sliced and packed. Tristan spent a week with Will, job shadowing him. Product quality became a major focus in 2015.

IMG_1807 - Copy — Tristan and Eben during Tristan’s job shadowing.

IMG_1806 - Copy — Tristan reporting back to Oscar.

WP_20150608_18_27_47_Pro — On 17 June 2015, a record number of boxes of bacon were sliced and packed in 24 hours. The A-team of bacon packing! It was achieved through the staff and techniques I implemented after I wrote David Graaff’s Armour – A Tale of Two Legends, Chapter 12.9 in bacon & the Art of Living.

Quality takes a major step forward!

WP_20150615_11_38_37_Pro__highres — Quality

WP_20150615_11_38_44_Pro__highres — Quality

WP_20150626_09_07_23_Pro__highres — Quality

Quality!

First very tentative step was taken towards our own solution to improve the quality, consistently! Work begins on a new method of bacon production.

This system would be refined into what I believe is one of the best current bacon systems on earth! See Best Bacon System on Earth

2016

In 2016 we embarked on a project where we started to change over from conventional bacon production to the grid system. Here are photos of our first attempt, through subsequent versions and onto the design that we currently use. Also included is Jason delivering our first trolly, our conveyor filling stations, and some product pictures – produced in the new system.

Oscar and I worked on the grid system and I focussed on the functional ingredients and the use of Transglutaminase along with setting up the processing steps using the grids.

The grid system has been developed and improved over the years.

2017

In 2017 we changed our production from a supply-driven system where the production was dictated by whatever we received on the floor as quickly as possible, by a system of planned batches which drives everything, from meat intake to the slicing program.

Also in 2017, we bought a sausage company based in Montague Gardens as the O’Kin brand came into the Woodys stable. The Woody’s logo was again progressed.

Random photos from 2013 to 2017.

2018

Major changes took place in 2018. The factory moved to Montague Gardens to rebuild Kraaifontein. Ryno joined the company and took over from me as production manager. Adriaan took on the role of General Manager.

The listeria outbreak became a major focus in 2018 and still, product quality remained our number one challenge. Oscar put in a huge amount of work implementing proper management systems in the company and ensuring that all critical positions are properly staffed. More than ever before, Woodys evolved into a more corporate culture.

Eben and Minette got married on 28 April 2018. Here is a special message that Adriaan helped make possible from the Woodys staff.

Eben and R&D

Over the past 10 years, I learned the hard way what NOT to focus on in terms of R&D.

First attempt, 11 years ago. My initial thoughts were around mass-market products with high extensions. After all, I got involved in meat processing because of a love for chemistry and a belief that food chemistry is the basis for making food more affordable. This would remain a focus, even if only in the back of my mind for many years.

Very early on in the venture, I learned that I knew far too little about meat processing to be able to make any meaningful contribution to high-extended products. My attention changed to straightforward learning – as much as I could; as fast as possible. What is meat processing and what are the rules of the trade? How to make standard bacon became my prime focus.

It is now 2018 and Oscar and I have been doing this for over 10 years. If the hindsight of 10 years taught me anything, it is that low-end, mass-produced, low-margin, high-extension products should be approached with great respect and the product mix must be combined with high-end products. Over the years I became fascinated by good quality, natural and healthy products while I continued to work on innovative new bottom-end South African products.

I have been fascinated by the history of our art, believing that if I am able to master the earliest principles of our trade, that I will be able to see the future more clearly both for mass market and high-end products. Novel meat ingredients and processing techniques work best when they are applied in combination with old-school technology. Bringing these together, the origins of our trade and a proper understanding of meat science and meat chemistry, became the result of everything I have learned in my professional life.

Below are photos where I cured bacon with ammonium chloride, the only alternative way to cure bacon that does not use nitrite and nitrates. I discovered that its use probably predates the use of saltpeter for bacon curing and its origins are found in pre-history.

Product development is not a goal in itself. It is part of a well-run business.

Below are photos where we do an ancient Roman pork roast recipe with salt, spices, and honey.

While in New Zealand, I developed the “why?” behind such products.

What you eat should represent what we aspire to as humans; human technology developed from ancient times as we became more sociable; started living together in cities and meals developed into social events. Food changed into an art, and as an experience, certain foods are on par with the most pleasurable physical experiences of humans.

Legendary foods developed around the world. Sumerian and Roman roast dishes of salted pork and honey dating back to a time before the Christian Era; Tang Dynasty’s Jinhua-hams from China appeared around the 600’s AD; Cured meats from Italy, Rome, Ireland, Spain were served at banquets for kings and nobility; Fermented meats, pickled, roasted and cooked. The change to food as an art is believed to have happened on Roman islands like Sicely and Crete. Flavours and spices reached probably the highest level of maturity around the Himalaya mountains in Nepal, Tibet, Pakistan, India and Malaysia.

Bringing exquisite products to life in line with these traditions is the goal. There is simply no excuse for anything less!