Heritage and history take on a tangible and practical meaning when newer generations of a single family carry on a long-standing business many people have come to associate with them over the years.
This is true for a Jamestown family, who remain renowned purveyors of fresh strawberries in the greater Stellenbosch.
Family matriarch Ivy Denyssen, or “Ma Ivy” as she was affectionately known, was the original strawberry seller in the family. Her famous fruit with ice cream became a popular treat associated with the Jamestown Strawberry Festival.
Now aged 87, Ma Ivy still helps great-granddaughter, Annelynn George (5), carry on the family tradition at the Jamestown Street Market. Held on the last weekend of the month, the market also plays a significant part in the historic festival that will return in 2026.
“Ma’s stall has become a much-loved part of the community’s food culture,” granddaughter Lynn George, mom to Annelyn, pointed out.
“It is an enormous source of pride, not just as a family business, but a living tradition passed down from Ma Ivy. Strawberry farming has deep roots in here, and her stall is something people genuinely look forward to. It is never just about selling strawberries and ice cream, but community, connection and sharing something joyful.”
George spoke of how she teaches Annelynn and her brother Thomas (4) that hard work gives people a deep sense of identity.
For the market Annelynn and Ma Ivy make the strawberry jam together, using the original recipe. “I get to wear my apron and help Ma Ivy stir,” Annelyn proudly said. “I’m the taster!
George’s husband, Alvin, does much of the heavy lifting, fetches supplies and works behind the scenes.
The Friday evening before market day is filled with packing ice cream, prepping toppings, cleaning fruit, labelling jars and coordinating signs. Grandpa Donevan Denyssen helps man the stands, because he knows just about everyone.
According to George, the Jamestown Street Market has become a celebration of heritage and gives families like hers a space to share stories, grow small businesses and pass traditions down to younger generations.
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