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Paarl business duo Dawie and Alison Joubert have once again taken the bull by the horns and are soon to rejuvenate the Pioneer Foods office block in Market Street, Paarl, and turn it into a vibrant office, conference and retail space.

The Jouberts caused quite a stir in Paarl when they purchased the 5 ha old industrial plant of the tobacco giant, British American Tobacco, better known as Rembrandt in 2012.

And despite many reservations they very successfully renovated the premises and converted them into the vibrant retail hub Rembrandt Mall.

And with these premises having gone from strength to strength, and now an unmissable hub in the centre of Paarl, the couple has taken the bold step of purchasing the Pioneer Foods building, after the wholesaler was taken over by Pepsico and its headquarters had moved to Cape Town.

The Jouberts now have an elaborate plan to develop this office block into a business hub that offers a work-life balance, with special attention given to details such as the canteen area, chill room, conference facilities, convenient shopping, relaxing garden areas and so on.

The building also lends itself to educational facilities of the likes of Digital Education and a special exclusive mom’s club, where moms can relax between school runs with dedicated homework areas and a concierge service.

Alison told Paarl Post she and Dawie continued to be passionate about investing in Paarl CBD. “This building is in such a prominent position in Paarl it can almost be seen as the gateway into Paarl, with the beautiful Paarl Mountain backdrop and rich history of the area, which we will incorporate into this development.

“With surrounding schools, the magistrates’ court, municipal and police head-quarters and department, and more, we plan to uplift this area into an iconic centre for Paarl. We are working closely with our amazing architect, Eugene da Silva of Emerging Architecture, who has a vision of creating something beyond the mundane.

“The idea is to create a business hub that has a life-work balance with special attention to details.”

For enquiries, contact Alison Joubert at email alison@lejoubert.com or Dawie Joubert on 082 552 3671.

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Chantélle Hartebeest

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4 Aug 2026

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