Woodlands Dairy, the Eastern Cape-based processor behind the well-known First Choice brand, is marking its 30th anniversary by reaffirming its commitment to sustainability, innovation, and community development. What began in 1995 as a small operation serving local farmers in Humansdorp has grown into a national leader in the dairy industry—and one of the region’s largest private employers.
From Local Roots to National Recognition
Founded by entrepreneur Lex Gutsche, Woodlands Dairy was established to process milk for local dairy farmers—many of whom remain long-standing suppliers today. The company’s big shift came in the early 2000s with the launch of the First Choice brand, introducing value-added products that helped cement its place in South African households.
Today, the company’s product portfolio includes UHT milk, cheese, cream, custard, desserts, and high-protein dairy innovations serving both local and export markets. CEO Helen McDougall says the company’s growth is rooted in values-driven decision-making.
“We act ethically and transparently in all areas—from sourcing and production to customer relationships and community impact,” she said. “These values are woven into the DNA of our company.”
A Culture of ‘Choosing Good’
According to Marisa Maccaferri, Marketing Executive at Woodlands Dairy, the company’s ethos of Choosing Good shapes every aspect of its operations—from ethical sourcing and product design to employee wellbeing and social responsibility.
“It’s not just a slogan. Our ‘Grass to Glass’ quality standard, investments in renewable energy, and support for underprivileged communities reflect a company-wide culture that lives this principle every day,” she said.
Sustainability at the Core
Environmental sustainability is a key driver of the company’s long-term strategy. Sustainability Manager André Adendorff shared that Woodlands Dairy has achieved a 63.6% reduction in carbon emissions since 2012, with emissions for 2024 standing at 33,968 tonnes CO₂e. Biomass now accounts for over 71% of the company’s energy use.
“Our product carbon footprint per litre of milk has dropped to just 92 grams of CO₂e,” Adendorff explained. “We continue to lead through innovation—whether it’s water recovery, clean energy, or packaging reform.”
Though there was a temporary increase in water usage due to maintenance at the Resource Recovery Plant, Adendorff says improvements are planned for 2025 to further boost water stewardship.
Investing in People
Woodlands Dairy’s commitment to social impact is reflected in initiatives like its Learnership Programme, which has been running since 2012. Assistant Brand Manager Mandla Charlie said the programme offers skills training and workplace exposure to young people from rural and underserved communities.
“Many of our learners have gone on to secure permanent employment—either within our company or in the wider dairy sector,” said Charlie.
Looking Ahead
As it enters its fourth decade, Woodlands Dairy is focused on expanding into new African markets, growing its global presence, and scaling up its portfolio of health-conscious and sustainability-focused products. The company’s vision is guided by robust environmental and social goals, as outlined in its Sustainability Booklet and ESG reports.
“Thirty years on, our commitment to quality, community, and the environment is stronger than ever,” said McDougall. “We’re proud of what we’ve achieved—and excited about where we’re headed.”