Pieter de Wet initially planned to develop a luxury ecotourism resort on his 100-hectare farm near Oudtshoorn, but the COVID-19 pandemic forced a pivot. With tourism halted and the game industry struggling, he turned to Meatmaster sheep farming for its resilience and high-quality meat.
Innovative Farming Model
De Wet’s hybrid approach involves breeding ewes on rented land in Loxton, then transporting them to his high-tech Lamb Factory™ before lambing. This method increases lambing rates by 30% while reducing losses from predators, theft, and environmental stress.
Lambs grow quickly with automated feeding, reaching market weight in 3-4 months instead of 8-9. His innovative feed process boosts wheat straw protein from 4% to 16%, cutting costs while maintaining quality.
Direct-to-Consumer Branding
To bypass inefficiencies in traditional supply chains, De Wet created the Landrani® Lamb brand, offering premium lamb products directly to consumers. He repurposed his tourism cabins into self-catering units where guests can enjoy and purchase farm-fresh lamb.
Expanding the Landrani Value Chain
De Wet enables entrepreneurs and farmers to join his network by purchasing Landrani Meatmasters. Farmers receive lamb cuts, buy-back guarantees, and access to food trucks for direct sales. With a 120% lambing rate and an 8-month cycle, each ewe can yield R3 240 per year.
Tech-Driven Production
Using the IntelliFarm™ app and RFID tags, De Wet streamlines sheep management, ensuring full traceability. Automated feeders and strict feeding controls optimize livestock health and minimize losses.
Commitment to Quality
To enhance flavor, Landrani lamb is hung for seven days post-slaughter and vacuum-sealed using Cryovac® SKIN technology, preserving freshness and juiciness.
A Vision for Sustainable Farming
De Wet embraces adaptability, blending high-tech efficiency with ethical, sustainable farming. His model redefines modern sheep farming, ensuring a premium, traceable meat brand for evolving consumer demands.
