Small company with big vision for farmers
Situated on the outskirts of Alexandria, Cape Eastern Livestock (CEL) is a small company with a big vision.
CEL owner David Howard started the company in 2002 following stints at other agricultural concerns.
Howard was born into the business of agriculture as his father was a livestock agent, but travelled to Johannesburg after leaving school to “get a trade”.
While there, he worked for Atlas Aircraft as an aircraft technician.
“I really didn’t enjoy Johannesburg,” said Howard, who couldn’t wait to get back to his native Eastern Cape.
Then, when the time seemed right, he opened CEL, a livestock marketing and export company.
He was joined in the business by his father, John, who has more than 40 years’ experience in the livestock trade. CEL is a boon to farmers in that it will act as their agent.
CEL does not just operate in the Eastern Cape, but also has large deals in exporting animals to neighbouring countries.
“We export animals to other African countries, such as Zimbabwe,” said Howard.
“We are also committed to assisting at the local commonage and want to help the municipality as much as we can.”
Among the small team at CEL there is Howard, as well as Sandra Goosen as the administrator, Leon Schoombee, who is the general manager, and Dwain Goldsmith who handles the company’s marketing. “We also have a network in place with other agents all around SA,” explained Howard.
Howard said that the market was big enough for all players, and that it was important to show respect for and even work with competitors to ensure the success of farming in this area.
SUPPORTING FARMERS: The Cape Eastern Livestock team is ready and able to assist farmers with getting cattle to market or in securing the best deals at the abattoir, guaranteeing payments, transport and other essential services to the farming community. They are, from left, manager Leon Schoombee, Patties Sizani, Dwain Goldsmith (marketing), Joshua Bam, Sandile Keke, CEL owner and director David Howard, Steven Damani, bookkeeper Sandra Goosen, Mzamo Njajula and, in front, Melumzi Brakfas