The Team

Simon  (aka Simoncello)

Founder and Operations Director

Simon has a degree in Environmental Science and a Masters in Sustainable Development, and works as an Environmental Scientist in Cape Town.

After completing his undergraduate degree at the University of Cape Town, Simon spent five years in Europe, where he lived in Italy for over a year. There he developed a relentless penchant for the popular Italian lemon liqueur, limoncello, and earned himself the nickname ‘Simoncello’. On his return to Cape Town in 2006, his love for nature and the environment prompted him to pursue a career in Environmental Science. He landed an internship with the City of Cape Town’s Environmental Resource Management Department and was involved in several projects around the 2010 Fifa World Cup, as well as the State of the Coast Report. These inspired him to learn more about human development and its impact on the environment, and so he enrolled for a Masters in Sustainable Development at the University of Stellenbosch. He excelled in his course on Biodiversity and Sustainable Agriculture, and this knowledge has since had a substantial impact on his lifestyle, informing his choices when selecting food or drinks. That is why it came as no surprise when he then started investigating healthy and environmentally-friendly ways of producing the traditional Italian lemon liqueur that was so close to his heart. He learnt how to produce alcohol, and conscientiously sourced organic fruit and spices in and around Cape Town. It wasn’t long before a hobby developed into a small business and the range expanded.

Simon’s primary responsibilities include monitoring the distillation process, overseeing the overall liqueur production and assisting with the distribution to clients. He has also uncovered new recipes and is always looking for innovative ways to enhance the existing product.


Caitlin von Witt

Digital Marketing and Social Media Manager

Caitlin is a Botanist, Writer, Artist/Designer, and sister of Simon. She previously worked as a Botanist at the Kirstenbosch Research Centre for several years and is currently completing her M.Sc. in Pollination Biology on a part-time basis while working as a Conservationist at WESSA (the Wildlife and Environment Society of South Africa).

In 2011 and 2012 she gained some experience in the wonderful world of Marketing, while working as a research analyst for a small media company in Cape Town. She is crazy about words, and especially loves using them to promote environmental awareness. Her first book (a work in progress) does just that.

She is responsible for the setup, design, copywriting and general management of the Simoncello website, Facebook, Twitter and Pinterest pages, and (wo)mans the weekly Saturday stand at the Market at the Palms.


Federica Baceci

Marketing and Sales Assistant

Federica is Simon’s enchanting flatmate from Genoa in Italy. She provided the original recipe for the limoncello, which has been passed down through generations in her family. She teaches Italian at various schools in Cape Town and also assists with the marketing and sales of Simoncello at Italian restaurants and functions.



Production Assistant

Edgar, who hails from a small town in the north of Malawi, is responsible for distilling the alcohol, bottling the liqueur, and preparing lemons and naartjies.


Warren Harries-Jones

Technical Director

Warren, a qualified mechanical engineer and chartered accountant, is the technical director and brains behind the distilling technique, and monitors the alcohol production process. He uses the alcohol to produce Dragon Alcoholic Ginger Beer.

One thought on “The Team

  1. Hi Caitlin
    We bought bottle of the lemone and cannella last Sunday at the River Club market and just before we left we decided on a small bottle of the chocolate one but forgot to take it.
    Can we arrange to fetch it from you sometime.
    Thanks very much

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