A recipe written on the back of an envelope

In the early 1900s, on the stoep of Die Handelshuis in the Free State town of Edenville, Ouma Deborah wrote down a recipe on the back of an envelope. Along with it, she received a piece of a special sourdough culture from the Lalie Viviers family. The recipe was made for the enjoyment of her own family, passed down from mother to daughter, and kept safe for almost a generation.

That recipe would eventually change everything.

The people who made it rise

The baker who started it all

Tannie Alet had no grand ambitions of wealth or prestige. She wanted financial freedom and more time with the people she loved. So she got baking. The excitement of independence was liberating, and it wasn't long before her dreams were rising like freshly proofed dough in the back of her kitchen.

With friends and family supporting her every step, she had no idea what it would become. But she put her head down and, with a little grit, batches of luck, and her hands full of flour, she built something remarkable. Today, she is the Chief Baking Officer, often seen meandering through the facility early in the morning, and often on weekends too.

From the kitchen to the garage

Henri, Alet's loving husband, was the one who nudged her to keep baking the farm-style rusks he loved so dearly. After his retirement, he encouraged her further, and they joined forces. Henri invested his retirement savings to buy an industrial oven, a mixer, and employ their first two staff members.

They moved from the kitchen to the garage, and there something magical happened.

To this day, a family effort

Alette's Rusks has always been a family business at heart. From the early days of handshake deals and finances scribbled on scraps of paper, to a team of over 120 staff today, the company is built on the people who show up every day.

Tannie Alet's success has always been the people around her. Her family, friends, and staff are all part of the story. The company is the epitome of ubuntu: umuntu ngumuntu ngabantu.

From the garage to 1,350 stores

Like so many South African businesses, Alette's Rusks started small. Deals were done with handshakes. Recipes were perfected through trial and error, iterated batch by batch. The rusks weren't always perfect in those early days, but they were always handmade and always made with honesty.

The early years (1990s)

Baking began in the family kitchen using Ouma Deborah's original sourdough recipe. Henri and Alet moved operations to the garage, bought their first industrial oven, and hired their first two staff members. Word spread quickly through the local community.

Growth and grit (2000s)

Demand grew beyond what the garage could handle. The business expanded into a dedicated facility, and the team grew alongside it. New bran rusk flavours were developed, each one tested and refined until it met the standard Tannie Alet insisted on: honest ingredients, consistent quality, every single time.

A national brand (2010s)

Alette's Rusks found its way onto shelves in Checkers, Spar, and Dis-Chem stores across the country. The brand became a household name in Afrikaans-speaking communities and beyond. The herringbone stack, tied with twine, became a recognisable mark of care on every shelf.

Today

Over 30 years later, Alette's Rusks is available in more than 1,350 stores nationwide, with a dedicated team of over 120 staff. Three distinct ranges sit on the shelf: The Original Recipe, Boerebeskuit, and Better for You. The business has changed, but the spirit hasn't. Every rusk is still handmade. Every batch is still baked with care.

What we stand for

Alette's Rusks was built on kindness, uncompromising quality, and grace. Every bite of every rusk is a reminder of what can be done when you get up and go do something. These are the values that guide us every day.

We show up with kindness and respect

We treat every person with care, dignity, and empathy. Whether it's a team member on the factory floor, a supplier, or a customer, we believe in creating a culture of belonging and acceptance.

We take responsibility for
what we do

We hold ourselves to high standards, especially when it comes to quality and safety. When we make a mistake, we own it and fix it. When we succeed, we stay humble and keep building.

We move forward, together

Progress is a team effort. We grow by learning, sharing ideas, and supporting each other through challenges. No one wins alone here. We're building something that lasts, and we do it as one team.

HOW WE BAKE

In a world of shortcuts, we still do things the long way. Here is what goes into every batch.

It starts with real ingredients

Real bran. Real flour. No preservatives, no imitations. We source quality ingredients because you can taste the difference. Every recipe uses the same honest, simple components that Tannie Alet started with.

Slow-fermented sourdough

Our Boerebeskuit range uses a traditional mosbolletjie sourdough culture, slow-fermented to develop depth of flavour. This is not a shortcut process. The dough needs time, and we give it exactly that. The result is a rusk with a texture and taste that no factory method can replicate.

Mixed, shaped, and baked 
with care

Every batch is mixed in-house. The dough is shaped by hand, placed into baking trays, and baked in industrial ovens that have been calibrated to deliver consistent results. We monitor temperature, timing, and texture across every run to make sure the quality never drops.

Dried low and slow

After baking, our rusks are dried at a controlled, low temperature. This is what gives them their signature crunch without being too hard or too brittle. It's a patient process, but it's the only way to get the texture right.

Hand-packed with pride

Every pack of Alette's Rusks is finished by hand. Our signature herringbone stack, tied with twine, is more than just packaging. It's a mark of care, attention to detail, and pride in the product. You'll see it the moment you open the box.

Quality checks at every step

From ingredient intake to final packaging, we run checks at every stage. Weight, moisture, texture, appearance. If a batch doesn't meet our standard, it doesn't leave the facility. That's non-negotiable.