In an industry built on tradition, hard work, and family ties few stories span continents, wars and generations quite like that of the Te Roller family.
After more than seven decades in South Africa’s meat and butchery trade brothers Hendrik (76) and Luigi (75) te Roller have retired, closing a remarkable chapter that began in the aftermath of World War II.
The story starts in the Netherlands, where their father Willem Anné was born in Winterswijk in 1914 into a family that owned a retail butchery for generations. In 1940 Willem left to fulfil his military duty in Italy, where he met Adele from Ortona.
Their wartime romance led them to SA in 1945, arriving in Durban and marrying on 7 September 1946.
Settling in Bredell, Kempton Park, the couple opened their own butchery in 1949, operating in an era before modern refrigeration with sawdust floors and strict trading hours.
The family grew with three sons: Willem Anné in 1948, Hendrik in 1950 and Luigi in 1951. When Willem Sr died in 1963, Adele carried the family forward.
She proved a trailblazer, becoming SA’s first qualified female blockman (butcher) in 1959.
After working for others she reopened the family business in 1965 under the name Biladele, a blend of Bill and Adele.
The brothers grew up immersed in the trade, working alongside their mother from 1965.
Luigi moved to the Cape in 1978, starting at Meat in Helderberg before partnering with others to open Aurora Ranch.
Hendrik spent 20 years in pharmaceuticals, gaining expertise in quality control and production systems. In 1988 he joined Luigi, and together they transformed the business.
The brothers developed a unique partnership: Luigi, the qualified butcher, handled the craft; Hendrik brought rigorous systems and hygiene standards.
Starting small, they grew rapidly, employing 48 staff within a decade and expanding into multiple stores as equal partners.
The 1990s and 2000s brought bold expansion.
In 1999 they purchased premises in Brackenfell and built a state-of-the-art facility.
At its peak the operation employed more than 354 staff, turned over more than
R20 million monthly, and supplied major retailers including Pick n Pay, Woolworths, Checkers and Spur restaurants across 12 stores.
Luigi’s children joined as directors, strengthening the multi-generational core.
Despite challenges sprouting from supermarkets cancelling leases, the brothers adapted, selling their main factory to Checkers while retaining profitable partnerships with Food Lover’s Market. Their approach was rooted in family values and integrity. “Being honest and never tried doing a supplier or customer,” was their philosophy. “[Beyond business] we are two husbands grandfathers and dedicated fathers…”
After years of total dedication they dissolved Biladele in February.
The Te Roller family’s butchery tradition continues strongly into the next generation with Luigi’s three children becoming directors and Willem Anné’s children remaining active in meat retailing, including one managing Food Lover’s Meat in Natal, while Luigi’s eldest daughter has established a successful operation in Italy, bringing the family craft full circle back to Europe.
Hendrik shared this on business: “It’s all about trust and honesty, don’t take short cuts, never think money is everything. Without staff and customers you won’t have a business. Enduring business success is built on patience, trust, integrity, family and people.”
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