In a world driven by mass production and fast trends, it’s easy to view a product simply by its final form - the grain of the leather, the strength of the stitch, the sole that hits the pavement. But at Groundcover, we’ve always believed that a truly honest product is about much more than what meets the eye. It’s about the hands that craft it, the families behind those hands, and the community we share.
That is why 10% of our revenue is invested directly back into staff welfare and community development programs. For us, business isn't just about making things; it’s about making a difference.
Nurturing the Next Generation: Our Commitment to Education
We strongly believe in the power of education and its ability to transform lives. This belief drives our commitment to fostering a culture of learning and investing in the education of our wider Groundcover family.
We know that giving children a fighting chance means removing barriers. That’s why Groundcover subsidises the school fees for all of our employees’ children, ensuring they have access to the books, stationery, sports equipment, extramural activities, and transport they need to thrive. If you’re ever in Howick, you’ve likely spotted the iconic Groundcover Landrover, proudly carting children to and from sports matches, school events, and extramural activities.
Inside our walls, that support continues. We run an onsite homework and study class, employing two dedicated staff members to assist our primary and secondary schoolchildren with homework, school projects, and extra learning.
The results of this village-style approach are profound. Several of our employees' children have gone on to complete tertiary education, blossoming into teachers, commerce professionals, sports coaches, and entrepreneurs. We’ve watched our kids excel in cultural activities and play provincial sport, carrying the pride of our community wherever they go.
Growing Together: Supporting Our Staff and Local Entrepreneurs
Most of our workers are recruited locally, and many live right here on our farm. Our relationships are built on mutual trust and respect, fostering a warm working environment where people can truly feel at home. We actively support the well-being of our team by encouraging personal growth, subsidising medical bills, and offering financial support so they can build their lives on their own terms.
We also recognise the vital role small businesses play in sustaining small communities. Over the years, we’ve supported local entrepreneurs and craftsmen as they establish their own independent ventures, offering resource funding, business coaching, and networking support. These efforts have helped launch new enterprises in leatherwork, construction, maintenance, the taxi industry, trading, and music.
Crucially, this includes some of our own staff members. While we love having them at Groundcover, we take immense pride in helping them grow beyond our boundaries, encouraging them to chase their own entrepreneurial dreams.
Our care extends beyond our immediate team, too. Over the years, we’ve donated thousands of pairs of shoes to local orphanages, NGOs, environmental associations, and other worthy causes, stepping up wherever we can lend a hand.
Crafting with a Conscience
This human-centric ethos naturally flows into how we make our products. We refuse to cut corners, sourcing local materials from suppliers who share our values - even when cheaper imports beckon. We use veg-tan leather insoles in our footwear instead of cheap fibreboard, ensuring comfort that lasts for decades. And because we believe in longevity, we offer resoles and relasts at cost, often welcoming back pairs of shoes that have faithfully walked alongside our customers for over ten years.
Even our stewardship of our 160-hectare farm - from rewilding the valley and installing zero-electricity ram pumps to putting solar water heaters on all employee houses - is rooted in protecting the environment for the generations of families who live and work here.
Walking This Path Together
When you purchase a pair of Groundcover shoes, you aren't just buying a piece of handcrafted leather. You are helping to fund a child's school transport, supporting a local entrepreneur's startup dream, and investing in a community that looks out for one another.
Thank you for walking this path with us, and for helping us prove that business can - and should - be a force for good.