Our Brands
The Mooigezicht brand was established in 1968 during the early growth years of South Africa’s table grape industry. Meaning “beautiful vision,” the name reflects the founders’ commitment to quality, excellence, and a long-term vision for the future. Created to distinguish the premium grapes produced by Mooigezicht Estates, the brand has become a symbol of quality and trust. Today, we proudly continue to use the original Mooigezicht brand on selected packaging and as the company’s logo, honouring a legacy that spans more than five decades.
The MOOI brand was established in 2009 as Mooigezicht Estates’ exclusive brand for the Far East market. Developed in collaboration with customers on the Guangzhou fresh produce market, the brand was carefully tailored to resonate with consumers in the region. As the name “Mooigezicht” proved difficult to pronounce in Eastern markets, it was shortened to “MOOI,” the Afrikaans word for “beautiful.”
The brand’s distinctive colours and design elements were inspired by the scales of a dragon, a powerful symbol in Eastern culture. When MOOI was launched, it became a South African industry first, featuring both Mandarin and Arabic text on its packaging to better connect with international consumers.
Since its introduction, the MOOI brand has gone from strength to strength, earning a loyal following across China and the Far East. Today, it is widely recognised as one of the leading South African table grape brands in the Chinese market.
The success of the MOOI brand is built on more than its distinctive packaging. Consistently high fruit quality, reliable supply throughout the season, and a commitment to excellence have established MOOI as a trusted and sought-after brand among customers and consumers alike.
MOOI Premium — The Finest Expression of Excellence
In 2023, Mooigezicht Estates introduced the MOOI Premium brand as the pinnacle of our table grape offering. Developed for select international markets and discerning customers, MOOI Premium represents the very best fruit produced across our estates.
Reserved exclusively for grapes that meet the highest standards of quality, appearance, and eating experience, the MOOI Premium brand reflects our commitment to excellence from vineyard to consumer. Every carton is carefully selected to ensure exceptional berry size, colour, flavour, and presentation.
Created for premium retail programmes and exclusive market opportunities, MOOI Premium embodies the heritage, expertise, and uncompromising quality that have defined Mooigezicht Estates for generations. It stands as our flagship brand, delivering a world-class table grape experience to customers who expect nothing but the best.