ALEX GELDENHUYS | RADICAL COMMON SENSE
Alex Geldenhuys is the founder of New Dawn Traders, a pioneering business that supports a network of sail cargo ships, producers and port allies to build radical new models of wind-powered trade. Importantly, they are raising awareness around issues of pollution-free transport, ocean conservation and food sovereignty, and are at the forefront of a growing industry for goods shipped by sail.
New Dawn Traders cultivates a community who not only value the ethical sourcing and transportation of cargo, but celebrate the human and environmental stories of the voyages too. A positive approach to business that combines practical problem solving and logistics with creative play and festivities.
‘We need to re-enchant a culture around the stuff we make and trade and consume, and the arts, in all its forms, is the best route through which to create, educate and disseminate this new culture’
Open friendships with artisan producers, traditional wooden sailboats, passionate ‘modern-day pirates’ and artist collaborations, Alex brings a lot of joy to her challenge of our food industry. And luckily for us, we get to share in her epicurean and adventurous spirit as New Dawn Traders is also based at Argal Home Farm…
When are you most calm?
On a long walk
When are you most excited?
Around puppies, funny children and silly friends
When are you most angry?
At injustice against womxn!
When are you most motivated?
When surrounded by my womxn
Sail shipped cargo is a radical idea in the 21st century, how does it feel to be at the forefront of this slow movement?
Good question. I don't really think of my work as at the forefront of a movement, more like a crazy outlier. Using sailing ships to carry cargo has always felt like a common-sense thing to do and I have been in awe and bewildered by how far we technology has drifted from this simple idea of using wind power to move over oceans. I guess we live in a time where we need to fight for the most basic common sense - that protecting our planet's rich biodiversity and natural systems is to protect our ability to live here for generations to come.
How does your work influence and shape your lifestyle in general and the choices you make as a consumer?
Since eating a banana in a forest garden in Brazil, I find it hard to enjoy one as much in England - it just doesn't taste the same. I have been very fortunate to experience different climates and cultures and the food that comes with them and this has had a big influence on how I eat - the experience all together is so much richer than just in its parts and I hope that with Sail Cargo is to share more with people than just a product. My work has also opened my eyes to the devastating negative impact of industrial agriculture, mining and shipping. I also see that we hold a lot of power in the choices we make as consumers, though some of us have far more power than others. So I feel quite strongly that it is the responsibility of those with power to use it wisely and for the benefit of people and planet. When I can afford to, I choose to buy food grown in the UK and Europe and avoid animal products except for rare occasions. Same for everything else, but I wouldn't hold such strict rules to everyone - because good quality is still not accessible to the majority of people, and most of us are just trying to survive.
Can you describe your favourite moments travelling by ship?
It will always be those moments when everything aligns to perfection - just the right strength of a breeze for a steady pace, an easy sea and epic skies or stars, good company and even better when whales, dolphins, flying fish and birds come to visit.
NDT X ADAM LATHAM | SIGNED ART PRINTS
We’re particularly enamoured with this trio of artworks, commissioned by New Dawn Traders from talented Adam Latham to represent their new products.
Incredible, detailed drawings in Indian-ink fine liners and watercolours. Now featuring on the labels of collaborative luxury food projects such as carbon-neutral coffee from Colombia to Cornwall, expertly roasted by Yallah Coffee.
A4 and A3 signed giclee prints of Adam's work are now available to buy, and all profits will go to Falmouth and Penryn Welcome Refugee Families.
Discover these posters, and an array of fine, sail-shipped produce here.
Ship + cargo photography:
James Bannister
Alex at the farm photography:
Victoria May Harrison
Alex wears her trusty travel companion, the Francli phone + card case.
Batch 04. ‘Tobacco’ is available to pre-order here.