Dairy Ceo’s global vision
Woodlands Dairy, one of South Africa’s leading dairy producers and the name behind the beloved First Choice brand, recently marked a major milestone: 30 years in business.
CEO Helen McDougall, who took the helm nearly a year ago, is firmly focused on her goal of positioning Woodlands Dairy as Africa’s most admired dairy company. With more than 22 years of experience in the fast-moving consumer goods (FMCG) industry, including nine years at Mars South Africa, where she served as General Manager for part of her tenure, and five years at Danone South Africa in various senior roles, McDougall brings a wealth of knowledge and a forward-thinking leadership style to the business.
At the heart of Woodlands Dairy’s success are five core values: integrity, passion, environmental stewardship, inclusivity, and excellence. “These are more than guiding principles,” says McDougall. “They’re embedded in our culture, shape our decisions, and define how we engage with every stakeholder.
“Integrity remains paramount,” she explains. “We act ethically and transparently across every aspect of our business. Our passionate, innovative teams are deeply committed to delivering high-quality, value-added dairy products.”
Environmental responsibility is another cornerstone of the company, with significant investments in biomass boilers, a resource recovery plant, circular economy systems, and sustainable packaging solutions.
Inclusivity and respect are central to the company’s culture. “We’re building a safe, empowering environment where everyone is treated fairly and given the opportunity to thrive,” says McDougall. “We actively champion diversity and gender equity, both within our organisation and in the communities we support.”
Excellence, she adds, is about continuous improvement. “From digitising our product development process to embedding world-class sales and operations planning (S&OP) systems, we hold ourselves to the highest standards of governance and accountability.
“These values are woven into every level of our organisation, from the factory floor to the boardroom, and shape the way we do business: responsibly, ethically, and sustainably,” she points out.
As it looks to the future, Woodlands Dairy is focused on building a resilient, forward-looking business that creates shared value across the dairy value chain. Its strategy includes expanding its regional footprint across Southern, West, and East Africa, with new market entries already underway. The company also aims to grow its international presence by offering health-forward, value-added dairy products to select global markets. Innovation remains a priority, particularly in high-protein, functional, and sustainability-led product ranges.
At the same time, Woodlands Dairy is accelerating its environmental and social impact by reducing carbon emissions, advancing ethical sourcing, improving packaging circularity, and investing in community upliftment. These goals are outlined in its annual ESG disclosures and detailed in its Sustainability Booklet, underscoring a deep commitment to transparency and impact.
“Thirty years ago, Woodlands Dairy began with a vision to deliver quality dairy while uplifting local communities and caring for our environment. Today, that commitment is stronger than ever.
“To our employees – thank you for being the heart of this business. Your resilience, energy, and pride in what we do inspires everything we stand for. To our customers and consumers – thank you for choosing good with us. Every purchase supports local farms, sustainable practices, and a more ethical food system. And to our partners – thank you for building the future of dairy alongside us. Here’s to continuing this journey, together,” McDougall concludes.
Today, Woodlands Dairy stands as one of South Africa’s largest producers of UHT milk, proudly marketed under its flagship First Choice brand. In addition to its own labels, the company also manufactures and packs dairy products for leading retailers such as Checkers, Pick n Pay, SPAR and Woolworths.
Its diverse product portfolio, offered under the First Choice and Fairfield brands, includes yoghurts, fresh and UHT milk, cheeses, butter, cream, amasi, custard, flavoured milk, extended shelf life (ESL) milk, milk powders, dairy desserts, dessert toppings, dips, and ice cream, alongside pantry staples such as honey.
