Samuel was born and raised in Swellendam. He started his tertiary qualifications at Elsenburg in Viticulture, followed by Wildlife management in Port Elizabeth and did his practical year on a game and chicken farm. After his practical year, he became the layer and broiler technical advisor at Nova Feeds for 6 years. This is where his love for pigs started and he grew the swine market for Nova Feeds. During his time at Nova, Samuel studied International Marketing through UNISA. In 2016 he joined AFGRI Animal Feeds as technical advisor and later became National Key Account Manager in the swine department. After 2 years, Samuel joined Corné Botha in starting their own company, MyFeed Group, that supplies nutritional and management consulting to clients in the pork industry.