When Charlotte Metcalf took up the challenge of leading the South African National Bottled Water Association (SANBWA) 25 years ago, the industry was unrecognised, unregulated and widely misunderstood. Today SANBWA stands as a respected voice for quality, safety and sustainability in South Africa’s bottled water sector.
Metcalf smiles: “It all started with a single hanging file cabinet and a big dream. There were no instant successes. Every milestone was the product of small, deliberate steps, from building relationships to lobbying government and learning as we went along.”
Those early years were demanding but pivotal. Drawing on her background in food science and fruit processing, Metcalf embraced the challenge of carving out legitimacy for bottled water as a food product. After much lobbying and technical groundwork, SANBWA’s advocacy helped shape regulations that placed bottled water firmly within the ambit of food law: “Those years were long, but the change they brought gave the industry credibility and taught me resilience.”
Breaking barriers
Like many sectors, bottled water was traditionally led by men. Metcalf never saw that as a barrier, however. Instead, she credits male mentors who shared their time and expertise generously. Her own leadership philosophy is built on work ethic, clear communication and a can-do spirit.
“Women are leading across the water value chain today, from research and sustainability to retail and brand ownership. It shows that with motivation and skill, there is no limit to what women can achieve.”
Passion and purpose
What has kept Charlotte motivated through decades of change is her belief in the bigger picture: that water can be both a human right and a responsible commercial product: “Our members’ commitment to protecting water sources and adhering to global standards inspires me daily. There’s always more to achieve, whether it’s empowering stakeholders with knowledge, stamping out misconceptions, levelling the playing field or raising standards in the industry.”
For Metcalf, environmental responsibility is not optional. SANBWA’s environmental policy spans source protection, packaging and recycling; a holistic approach that acknowledges the full lifecycle of bottled water: “You can’t excel in one area while failing in another. Personally, I live by the principle of leaving places better than I found them – to contribute and not contaminate. That applies as much to the environment as it does to people.”
Women who inspired
Metcalf’s leadership is rooted in the example of women she calls “ordinary yet extraordinary” – women in her community and workplace who worked with integrity and uplifted themselves and others. Her greatest inspiration was her mother, a widowed single parent whose independence and tenacity left a deep imprint.
In turn, Metcalf has made it her mission to mentor the next generation: “Women need opportunities to grow beyond formal education. I’ve loved watching young women I’ve mentored succeed and step into leadership roles of their own.”
Redefining success
Over time, Metcalf’s own definition of success has shifted. Once measured in titles and promotions, success now means something deeper: making an impact, driving positive change and being unafraid to speak uncomfortable truths.
As she looks to the future, she is energised by the prospect of greater collaboration with researchers, government and industry partners to strengthen consumer confidence and ensure the bottled water sector continues to innovate responsibly.
“What excites me most is working alongside both men and women who are committed to building an industry that genuinely serves the public.”
For young women aspiring to lead, her advice is straightforward: “Continuously learn to know your subject. Put in the work. Be patient. Walk the talk. Believe in what you do and always give more than what is expected.”
By Charlotte Metcalf – CEO South African National Bottled Water Association (SANBWA)
