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30 years ago, South Africa was at a crossroads, preparing for the country’s first democratic elections. At the same time, Joe Swart and Jonathan Kelsey were formulating a business plan in Joe’s mom’s garage. The idea was simple – make quality tea available and affordable for all South Africans.
So how do two 20-somethings break into a business dominated by FMCG giants with brands that have been around for near-centuries? With great difficulty! When retailers wouldn’t list another Rooibos product, Joe and Jonathan found an entry point through the first-ever kids’ Rooibos brand, Tea4Kidz. This is now the leading kids’ tea brand in South Africa, and it was this innovative approach that won both of them an IMM Marketing Award.Fast forward 30 years and a lot has ‘turned around and changed’ at Joekels.
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