Inspiring women of the month: Lize Mouton on building a legacy

Driven by a love and passion for rooibos tea and its history, Lize du Preez nee Mouton , Marketing Director of Carmien Tea and Founder of LMC shares the story of her family’s business, LMC (Lize Mouton Collection), and the legacy she hopes the brands will leave behind.

After graduating with a degree in social informatics, marketing, and communication, Lize joined Carmién Tea 2012 which her mother Mientjie Mouton started in 1998 . Despite limited working experience at the time, she embraced the challenge, inspired by a conversation about the brand’s marketing. Her creativity and hard work helped to grow the brand’s internal sales and brand presence.

The founding of Carmién Tea

In 1998, shortly after the deregulation of the agricultural industry, Mientjie Mouton founded Carmién Tea. Growing up on a rooibos-producing farm outside Citrusdal and later joining her husband in the Mouton farming operations, Mientjie saw great potential in rooibos. Today, Carmién Tea is an established bulk exporter of quality rooibos to international markets and an innovative brand known for functional tea blends. Which is available in all major retailers.

The birth of Lize Mouton Collection (LMC)

Inspired by a Canadian customer in 2018, Lize launched the Lize Mouton Collection brand. The goal was to create a premium rooibos brand celebrating South African roots, with a story of a younger generation directly from the farm. Lize’s passion for branding and her MBA studies fueled the development of a high-quality product perfect for gifting. Available in Poetry and Yuppiechef.

Impact on the next generation

Lize hopes to inspire future entrepreneurs, especially women, through the legacy built by her parents at Carmién Tea and Mouton Citrus. She believes her mother’s struggles in a male-dominated industry have paved the way for easier paths for future generations. Lize emphasizes maintaining core values and principles while pursuing higher purposes.

Impact on rooibos industry and local communities

LMC and Carmién Tea have revolutionised the tea category with over 100 rooibos-based products. Carmién leads in innovation, offering teas for various life stages and occasions. LMC positions rooibos teas as premium products, perfect for gifting or those appreciating high-quality, beautifully designed products. The Mouton Foundation, supported by sales from Mouton Holdings companies, focuses on education, youth development, healthcare, and community enhancement, significantly impacting the Citrusdal farming community.

Did you know?

It’s world breastfeeding week (1st August- 7th August 2024) Carmien Tea has a nursing range that can potentially help with breastfeeding. The nursing range is made with the best natural ingredients such as rooibos, fenugreek, fennel and aniseed. All these ingredients not only create a delicious blend but also aim to increase lactation.