Carel Nieuwoudt
CEO
Carel, the visionary CEO and founder of Bet-El Fruits. With a solid 12-year background as a farmer, Carel transitioned to the fruit export industry in 2006 where he honed his expertise for three years before establishing Bet-El Fruits in 2009. Bet-El Fruits conducts business with a steadfast commitment to being loyal, consistent, and proud, and Carel’s leadership embodies these core values.
Hein Nieuwoudt
Technical, Marketing, and Procurement
Hein brings a wealth of experience to our team. Beginning his journey in the fruit industry in 2002 as a quality inspector for South Africa’s Perishable Products Export Control Board, he later transitioned to the procurement side of exports in 2014. Hein became an integral part of the Bet-El family in 2018, contributing his extensive expertise to technical oversight, marketing, and procurement functions.
Ockie le Roux
Marketing and Procurement – Eastern Cape
Ockie, a seasoned professional in the fruit industry since 2001, boasts a wealth of experience. With five years dedicated to importing South African grapes and citrus to the USA, he honed his expertise in international markets. His journey led him to join the Bet-El Fruits team in 2017. Ockie’s extensive background and unwavering motivation make him an invaluable asset to our team as we continue to grow and innovate in the world of fruit exports.
André van Ellinckhuijzen
Local Division Manager
André, our Local Division Manager, boasts a career spanning back to 2005, marked by roles in trade and procurement in the fresh produce sector. His valuable experience and expertise culminated in his joining the Bet-El team in January 2022, where he continues to contribute significantly to our success.
Natasja Gresse
Logistics & Marketing Assistance
Natasja, a dedicated member of our team since December 2011, has been an integral part of both our logistics and marketing endeavors. Her unwavering self-motivation and strong team spirit make her a valuable asset, always ready to lend a helping hand to the team’s success.
Leon Viljoen
Operations Manager
Leon started his career in Agriculture in 1998. His early career encompassed roles in finance and information technology. His pivotal moment arrived when he joined Bet-El Fruits at its inception in 2009, becoming an instrumental part of the company’s foundation and growth.
Cobus Haasbroek
Financial Manager
Cobus, our Financial Manager, embarked on his career journey by completing his articles and earning a B Compt degree in 2000. Over the years, he has amassed extensive financial management expertise across various sectors, including hospitality, property, wine, and manufacturing. Cobus became a vital part of our team in November 2017, contributing his financial acumen to Bet-El Fruits’ continued success.
Denise Koekemoer
Financial Accountant
Denise joined Bet-El Fruits in April 2026 as a Financial Accountant, bringing a strong academic background and practical experience in financial and management accounting. She graduated with a Bachelor of Commerce in Management Accounting in 2024 and completed her SAIPA articles in January 2026. Denise is committed to accuracy, efficiency, and continuous professional growth, making her a valuable contributor to Bet-El Fruits’ financial success and operations.
Evonne Nieuwoudt
Branding
Evonne’s deep-rooted connection to agriculture began in her upbringing on a wine and fruit farm, where the industry was an integral part of her life. With experience in both the wine and tourism sectors, she brought her passion and knowledge to Bet-El in 2016. In addition to her role within the company, Evonne takes charge of driving all social responsibility initiatives at Bet-El, demonstrating her commitment to making a positive impact beyond business.
Adél Nieuwoudt
Marketing Assistant
Adél first joined Bet-El Fruits in 2015, starting in the logistics department. In 2023 she and her husband moved to Australia, but after two years decided to return home, rejoining our team in 2025. She has since transitioned into the role of Marketing Assistant, where her industry background and commitment to growth add valuable support to our marketing efforts.
JP Nieuwoudt
Marketing and Procurement
After completing his BCom in Marketing and Management Science, JP spent two and a half years in the table grape industry, progressing from Junior Manager to Production Manager and gaining valuable experience in production and operations. He joined our Marketing and Procurement team in 2025, where his industry insight and dedication help build strong relationships and business.
Magret Nieuwoudt
Local Division
Margaret is currently completing her final year of studies at Stellenbosch University while serving as a part-time member of the Bet-El Fruits team. As part of our Local Division, she contributes with enthusiasm, dedication, and a willingness to learn.