Researching the wine value chain

A visiting Scholar from Mendel University in the Czech Republic, Dr Vojtech Tamas, is excited about the possibilities the local wine industry is presenting him for his research. 

Tamas is in South Africa for three and a half months, preparing his research programme for his habilitation studies. This is advanced research work as preparation for appointment as the equivalent of an Associate Professor in Mendel University’s Faculty of Regional Development and International Studies. His research focuses on the South African wine industry and its interaction with the wine industries of Central Europe.

“My field of interest is the commodity or value chain of the wine industry. I am looking at the whole value chain from production to consumer, beginning to end, looking at the science, logistics, marketing, travel… All the connections. At all of the stages in my research I am looking for the connections between the value chain of wine in the Czech Republic and South Africa,” said Tamas.

He is identifying points of commonality and divergence between the two industries to suggest further fields of study and interest. One of his immediate questions is to ask why South Africa does not export more wine to the Czech Republic and the rest of the V4 countries (Czech Republic, Hungary, Poland and Slovakia make up the cultural and political alliance of four Central European states).

“There are 10.5 million people in the Czech Republic. On our production side we supply only 30% of our demand and import 70%. What could be the possible ways for South African wines to get to that market?” asked Tamas, who lectures Agribusiness.

A field like marketing also opens a wide range of possible lessons to be learned both ways. “In the Czech Republic people buy wine according to what is on the bottle, the label. In South Africa, you have to taste it and then maybe you buy. There are many things that for us is normal, but for you is innovation and opposite. We can learn many things.”

He sees potential not only for business to learn from each other but also for students to travel to and from both countries to expand their world view.

“Some people understand the business, others understand marketing or logistics, but in all of this we can share the knowledge and learn from each other,” said Tamas.

Associate Professor: Agricultural Extension and Rural Development Prof Francois Lategan of CPUT says while Tamas’ visit does not strictly fall under the Collaborate Agreement our institution has with Mendel University, it fits into the spirit of the agreement to create opportunities for staff and students to enjoy international training and research opportunities. Later this year CPUT will welcome three lecturers and six internship students from Mendel University as part of the programme and we will send a lecturer from our Tourism Department (in the Faculty of Business and Economics in Wellington) to Brno.

Written by Theresa Smith

Email: smitht@cput.ac.za

Provides coverage for the Applied Sciences and Engineering Faculties and the Wellington Campus.