Our operations

Sustained innovation and quality

Pioneer Fishing’s staying power results from a four-tier focus on technical innovation, quality control, environmental sustainability and upskilling employees. High-level automation and technology increase our productivity and capacity. This leads to more employment opportunities, empowered and skilled employees and sustained growth.

Product branding

Products produced at Oranjevis are branded as Sea Pride, VIVA and Reagal. In addition to local and international customers, our products are also distributed into institutionalised feeding sectors, specifically school feeding schemes, where the government includes canned pilchards in their nutritional feeding programme for primary and secondary school learners across the country.

Processing plant

Oranjevis Joint Venture is the West Coast facility in St Helena Bay that includes a fishmeal and oil processing plant, a pilchard cannery, sophisticated fish-offloading systems, an ice plant, as well as engineering and mechanical workshops.

Marketing of canned fish

The marketing of our canned fish under the Sea Pride brand is done by Fibra Resources. Fibra Resources is wholly owned by Pioneer Fishing. The company’s core business is the procurement, distribution, and sale of canned pilchard products to the South African as well as African markets. Distribution is done on a national basis through appointed distributors. Sales are conducted through wholesalers and retailers.

Food safety our priority

We are graded every year by the British Retail Consortium (BRC) to ensure our customers of the safety of our products. The audit system evaluates food safety throughout the company in terms of awareness as well as procedures.

Concerns about product safety, integrity and quality can be reported anonymously to the toll-free Whistleblower number. Normal product complaints can be emailed to info@seapride.co.za.

Our hazard analysis and critical control points (HACCP) team works on our food safety and quality systems.

Environmental responsibility

Pioneer Fishing has a fleet of four purse seiner vessels rigged out to fish mainly anchovy (Engraulis encrasicolus), sardine (Sardinops sagax) round herring (Etrumeus whiteheadi).


Ruwekus (meaning rough coast) was built in the 1970s by the Du Preez family (one of our founders) and is still fishing successfully today.


Duinekus (meaning dune coast) was also built in the 1970s by die Du Preez family and is still going strong.


Sechaba, built in 2014, was chosen as the name for this vessel from numerous entries received from employees in a competition held for this purpose. Sechaba (or setjhaba) is the Sesotho word for nation and appears in South Africa’s national anthem.


When a wooden vessel had to be replaced, it was decided to change to GRP (glass reinforced plastic). This vessel was named Viva – an expression or cheer that means “long live!”.