History of Het Vlock Casteel
Timeline
2000 – Started with a 2-rack shop in the farm office – trading name Môrester.
2002 – Start of the construction of the castle.
2006 – Het Vlock Casteel trading name is registered.
2008 – First wedding takes place in the castle.
2009 – Anne-Mart joins Het Vlock Casteel full-time and also coordinates the weddings at Het
Vlock Casteel (2009 – 2011).
2009 – Jolise joins the Het Vlock Casteel team part-time.
2011 – Johan Jnr. joins Johan Snr. on the farm, Lila (Johan Jnr’s wife), helps Ansie Snr. with
admin.
2012 – Ansie Jnr. joins Ansie Snr. at Het Vlock Casteel and takes over the coordination of
the weddings from Anne-Mart.
2013 – Jolise joins the team full-time.
2023 – Ansie Snr. retires, and Ansie Jnr. takes over the reins.
Ansie Vlok's Upbringing
Ansie Vlok, founder of Het Vlock Casteel, grew up with a wonderfully versatile mother who
played a significant role in shaping her passion for bottled products. Together, they spent
countless joyful hours crafting delicious fruit jams and preserves from their small-town
garden. This experience not only brought them closer but also instilled in Ansie a deep
appreciation for the beauty and flavours of preserved and bottled products. As her love for
science blossomed, she realized the incredible potential of combining these interests. This
journey ultimately led her to complete a four-year Bachelor of Science degree in Food
Science, paving the way for her future.
The Union of Ansie & Johan
In 1983, Ansie embarked on a journey of love, marrying fellow student Johan Vlok, a
graduate in Viticulture and Oenology. They embraced the beauty of life together on Johan's
export fruit farm in Riebeek-Kasteel, a place that would flourish into an even more abundant
fruit basket.
The Lead-up to Het Vlock Casteel
After years of tirelessly processing and bottling fruit for their own enjoyment and sharing a little with friends and family, Ansie reached a pivotal moment in 2002 when she decided it was time to take the next step. With love and dedication, they transformed their farm kitchen into a production space, setting up a modest shop with just two large shelves in the farm office. Johan planted olives for the exclusive use by Het Vlock Casteel. They chose the name Môrester for their first brand, a tribute to the farm.
Around that time, Ansie and Johan embarked on an exciting building project. They repurposed the steel structure from an old tobacco shed that had once stood proud on their property. While they initially envisioned a wine cellar, it was inspiring to witness their dreams evolve. Once the construction was complete, they decided to transform the wine cellar space into a beautiful wedding venue, embracing the joy of celebrations.
As their journey continued, the initial idea of a wine cellar gracefully gave way to the formation of a large production kitchen, a maturation cellar, an expansive shop, and a welcoming venue where they could host groups for talks and delightful olive oil tastings.
Each step was a labour of love, fuelled by their passion for sharing the fruits of their labour
with others.
The Castle Idea Begins
Ansie’s creative ideas often ignited a spark within her, compelling her to dream boldly. She envisioned extending and completing the building to create a magnificent castle. The excitement enveloped the whole family, and after their inspiring visit to the castle in Cape Town, they knew their vision needed battlements on the walls and a charming turret. Ansie's innovative ideas and thoughtful designs blossomed throughout the castle, enhancing its beauty.
Naming the Business & Creating the Logos
They chose the name Het Vlock Casteel for their business with a deep sense of connection
to their heritage. Both the charming town of Riebeek-Kasteel, which got its name from Jan
van Riebeeck, and their surname, Vlok, share Dutch origins, and it's fascinating to note that
they were once both spelled with a “C.” This detail resonated with them, as it highlights the
rich history they are of.
In deciding on their brand name, they felt a strong urge to honour this original Dutch spelling,
leading them to Het Vlock Casteel. Once the name was settled, creating the label became a
joyful family endeavour. They all came together to design a label that reflects the heart of
their products, featuring a small turret illustration, a symbol of strength and stability,
alongside a grape leaf for their fruit products and a white dove representing peace for their
olive offerings.
The slogan: ‘Diep Gewortel’ or in English ‘Deeply Rooted’.
The meaning of the slogan, "Deeply Rooted," reflects their connection to various aspects:
- Their heritage (Dutch roots)
- Fertile ground (agricultural ties)
- Faith (symbolized by the dove logo)
It was heartwarming to see their shelves gradually fill up, blossoming into a diverse range of
150 products!
Creative Building Details
The castle was built with many creative ideas in mind. Historically, a castle served as both a fortress and a stronghold for protection. To enhance security, it featured a moat and a drawbridge to keep intruders at bay. Iron railings with spikes surround the open top deck, adding an extra layer of defence. The turret's walls are equipped with arrow-slits, allowing defenders to protect the castle effectively. Perched on a hill, the top deck offers a nearly 360- degree view, making it ideally situated for surveillance.
Inside the castle, they aimed to retain the raw, rustic charm of its farm-style heritage, using
acidic lime mortar throughout the construction.
The Vision regarding the Shop
- The focus was to curate a unique and authentic selection of products exclusively made by them.
- They believe in the power of experience, which is why every visitor will have the opportunity to taste before they buy—creating a ripple of word-of-mouth marketing that speaks for itself.
- Fresh fruit from the farm, when in season, will be available in the shop.
Family Business
Johan Vlok (Snr.) and his son Johan (Jnr.) are the dedicated farmers behind Het Vlock Casteel’s thriving operation, cultivating the fruits and olives that serve as the foundation for all their exceptional products. Lila, the talented wife of Johan (Jnr.), expertly oversees the farm’s audits, ensuring efficiency and compliance in every operation.
Ansie Vlok (Snr.) has expertly led product development and recipe creation, ensuring every item meets their high standards during the final stages and overseeing quality control. She is now retired and loves to spend her free time with her 5 grandchildren. She still brings her expertise in an advisory role, and loves crafting the newsletters that connect them with their community.
Ansie (Jnr.), the youngest daughter, has seamlessly stepped up to manage the day-to-day operations, finances, and oversee weddings and functions, bringing fresh energy and a keen business sense to the team.
Anne-Mart lives in Riebeek-Kasteel and provides the shop with sweet treats, olive oil cosmetic products and hand drawn gift cards.
Jolise, the cousin, expertly handles the logistics of the shop, plays a vital role in weddings and functions, manages olive oil extraction and logistics, and drives the social media and marketing efforts, ensuring they reach their audience effectively.
Hannerie, Jolise's mother and Johan's (Snr.) sister, confidently leads the all-woman olive harvesting team.