Reel Gardening: Making a Profit to Fight Poverty
Professor Boris Urban, Rob Venter, Ashley Truscott
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Wits Business School, University of the Witwatersrand
On 1 July 2013 Claire Reid, founder and director of Reel Gardening, a manufacturer of prefertilised vegetable and herb seed strips, met with Emily Jones, head of Reel Life, the community-focused arm of Reel Gardening. Reel Life aimed to address food security in South Africa by helping low-income communities plant food gardens using Reel Gardening’s products. Reid was concerned that Reel Gardening was not making the profits it needed to fund the growth she envisaged for Reel Life. How could they grow Reel Gardening into a more substantial business, so that Reel Life could have maximum impact on needy communities, she wondered.