Renowned for their keen political prowess and a dynastic flair of entrepreneurship, the Graaff family holds a unique place in history, credited as the pioneers who brought refrigeration and electricity to the Cape and knighted for their political and financial involvement in the First World War. The youngest of this indomitable clan, Johnny Graaff, is no exception to the rule; although his personal brand of entrepreneurship might fall slightly outside of the classic Graaff mould.
Johnny Graaff, Montrose Group founder
A maverick entrepreneur, spirited businessman and passionate philanthropist Johnny (31), is best known for his passionate approach to rehabilitation and his efforts to remove the stigma from drug and alcohol addiction. A recovering cocaine addict himself, Johnny uses his distinctive dynamism and energy as the Director of the Rising Sun Health Care Facilities, the international Group which owns luxury addiction and eating disorder retreats, Montrose Place and Montrose Manor, both based in Bishopscourt, Cape Town.
Johnny started his career at the University of Cape Town, pursuing a Bachelor of Arts in English and History. After graduating, he entered the fast paced world of advertising, acting as a producer at TBWA Cape Town, before taking up the role of Marketing Manager at De Grendel Estate, the family business. Graaff was also previously a Director of Sandulela, an investment company founded by Hlumelo Biko, the son of Steve Biko, and Luswazi Vokwana.
It was while in the advertising industry that Johnny first started experimenting with drugs and alcohol, as a way to relieve the pressures of this stressful industry. “I needed a way out, something to help me cope – that’s when I sampled cocaine and got hooked.” And he makes no apologies about his addiction, crediting it as an important catalyst in his life. “Only after you’ve hit rock bottom, can you begin to appreciate the opportunities life has presented you with,” he comments. “It was through my own process of rehabilitation that I recognised the need for a luxury extended care facility, and thus put together the initial plans for Montrose Place.”
Recent months has seen the Montrose Group undertaking a global expansion, all under Johnny’s keen guidance. The Group now boasts offices in London, Paris and Geneva, catering to an exclusive European clientele eager to make use of their dedicated outpatient services. “Our satellite branches provide an opportunity for European clients to experience the Montrose environment before travelling to South Africa for treatment – they are the first phase in our bid to ensure Montrose becomes an international rehabilitation provider of choice,” Graaff concludes. Fiery and passionate about all things associated with the recovery process, Johnny has also applied his unique skills to the formation of the Montrose Foundation, a not for profit foundation which is actively involved in promoting a greater awareness of addiction. The Montrose Foundation, with Desmond Tutu as its patron, may be Graaff’s first philanthropic initiative but his pioneering equine therapy programme, which utilises the healing power of horses, is already garnering him local acclaim.
“Addiction and eating disorders are not purely illnesses of the wealthy. It’s therefore imperative that we assist poorer communities in the facilitation of training, awareness and treatment of these illnesses,” Johnny notes. “The most pressing need is that of a central addiction and eating disorders portal, which brings together existing NGOs, treatment centres and places of hope. All I can say on this is, watch this space!”
Whether it’s a high-flying foreign executive or a disadvantaged youth from SA’s poorest suburbs, Graaff is passionate about recovery and providing help and hope for those who need it most.
