Succession planning can be a sensitive issue for many farming families. It’s not always possible to divide a farm between children, often calling for a more creative approach.
For lifelong friends Ashley Bennett and Kate Jarvie, this has meant building a new venture alongside their families’ traditional farming operations. While neither planned a career in farming, they have carved out their own space in the value-added side of the industry.
“As a girl growing up on a farm, I knew that it was my home and there would always be a place for me, but I also knew that farming would probably go to my brother,” says Bennett (23), who grew up on a macadamia and sugar cane farm near Mtunzini, on the KwaZulu-Natal (KZN) North Coast.
Jarvie (25), who grew up on a dairy and potato farm in Greytown, shares a similar experience. With two brothers waiting in line – and a 180ha macadamia farm in Gingindlovu held by the Jarvie family’s private investment business – her parents, Sue and Graeme, always encouraged her to explore entrepreneurial opportunities.
That encouragement ultimately planted the seed for Nathi, a range of premium macadamia body oils.
“The idea was sparked when I started working for my brother Craig at Crack-A-Mac in Ballito. He processes macadamia nuts from local farmers into products like cooking oil. My father and I began researching macadamia oil and realised just how incredibly beneficial it is for the skin,” Jarvie explains.
Lightweight and easily absorbed, macadamia oil is rich in Omegas 3, 6, 7 and 9, squalene, linoleic, and oleic acids. These deeply moisturising and restorative properties make it well suited for use in skincare and suncare formulations.
From concept to skincare
In February 2025, the two friends formed a partnership and took their first bold steps into the beauty industry. Just five months later, they were holding their first bottles of Nathi in their hands.
Entering the cosmetics industry without training was daunting, but a strategic partnership with Pietermaritzburg-based Cunningpac proved pivotal. Owned by Graham and Meg Cunningham, Cunningpac specialises in manufacturing and packing natural products and allows start-ups to produce small, minimum-order quantities.
“We could have taken an at-home approach and blended the oils ourselves. But it’s been amazing to work with someone who understands formulations and industry regulations. Graham helped us bring Nathi’s signature scent and softness to life,” says Bennett.
Nathi is produced in two blends: an unscented formulation of macadamia oil, almond oil, vitamin E, and juniper berry; and a fragranced blend incorporating ylang-ylang and citrus essential oils for their fresh, uplifting qualities.
“We are very intentional about every ingredient we select. Nathi reflects our belief in simplicity and natural ingredients. We source cosmetic-grade macadamia oil from MayoMacs in Empangeni, a grower-owned co-operative supplied by our families. Our essential oils are also produced in Zululand. Our product is 100% home-grown,” says Jarvie.
Design at the heart of the brand
The partners’ creative backgrounds are evident in Nathi’s striking yellow and maroon packaging. Both studied at the Stellenbosch Academy of Design and Photography, with Jarvie majoring in graphic design and Bennett in illustration.
“Packaging is incredibly important to us. We are working very hard to establish a strong, unique identity rooted in Zululand. Our packaging must reflect our story,” Jarvie says.
Branding begins with the name itself. Nathi, an isiZulu word meaning ‘with us’, reflects both the brand’s origins and its philosophy.
“It was important to root the brand in our province and in the cultural context of Zululand. We wanted a name that honours the Zulu people and the place where we farm. It all forms part of our story,” says Bennett.
Growing the brand
For now, their market is largely in KZN, with a few stockists in Cape Town. The next step is expansion, both geographically and across product lines.
“Our goal is to become international. We are exploring macadamia-based skincare products such as cleansers and more specialised formulations. Macadamia oil is such a versatile ingredient,” says Jarvie.
Educating consumers
One of their biggest challenges is consumer awareness. Although South Africa is the world’s leading macadamia producer, macadamia oil remains relatively unknown.
In 2025, South Africa produced at least 180 000ℓ of food-grade oil and 600 000ℓ of commercial-grade oil, according to Macadamias South Africa (Samac). The oil is typically produced from nuts unsuitable for the premium kernel export market.
This creates an opportunity for cottage and artisanal industries to drive local value addition and develop new markets.
“South African consumers know olive oil and coconut oil, but macadamia oil is still largely unknown, despite being superior in many ways. By educating consumers about its benefits, we can help our farms – and our industry – to thrive,” says Jarvie.
For Jarvie and Bennett, their futures may not lie in managing orchards, but their roots in macadamia farming remain firmly intact.
“We’re passionate about the macadamia industry. South Africa is the world’s largest producer of macadamias, and the industry sustains 90 000 livelihoods. It’s incredibly rewarding to create a premium product that we are proud of – one that has the potential to benefit not only our family businesses, but the entire industry,” says Jarvie.
Global trends
Jarvie’s and Bennett’s parents were among the early adopters of macadamia farming in KZN, beginning the shift from sugar cane about 14 years ago.
Their journeys mirror a broader provincial trend, with KZN now accounting for about 34% of South Africa’s macadamia orchards. Much of this growth has come as farmers replaced traditional crops like sugar cane and citrus, despite the long lead time of up to 12 years for macadamia trees to reach full production.
Today, Anthony and Karen Bennett have around 100ha under macadamias in Mtunzini, planted at 312 trees/ha, with mature orchards yielding 2,5t/ha to 3t/ha. The Jarvies are shareholders in the Jarvie Group, a family-owned investment business where Graeme Jarvie runs the agribusiness interests. This includes the 180ha macadamia farm in Gingindlovu, with 416 trees/ha producing 500t to 600t nut-in-shell (NIS) annually.
South Africa’s 2025 crop was forecast at around 85 000t NIS in July 2025, with 81 660t produced by the end of 2026. Production is forecast to surge to 130 000t by 2029, according to Samac.
The industry remains heavily export-oriented, with the majority of NIS shipped to Asia, and kernel exports mainly shipped to North America and Europe. While China remains the largest Asian importer of premium NIS macadamias, the industry is focused on diversifying markets to mitigate the risk of relying on a single destination that is developing its own production capacity.
Against this backdrop, initiatives like Nathi offer a way to retain more value within South Africa, strengthening both farm businesses and the broader industry.
Email [email protected], or visit Instagram at instagram.com/nathi.skin/.
