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The Foodies With A Drive For Business

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Two taxi commuters who went on to become friends and tenacious business partners selling gourmet cuisine out of a food truck.

Look right, look left. You may well be sitting next to your future business partner.

That’s what happened to Hezron Louw, the Johannesburg-based co-founder of Sumting Fresh, on one of his taxi commutes years ago, and one that set him off on another journey altogether in a food truck.

“I met this guy in the taxi. And he was reading a magazine about cakes and we started talking about cakes. And every day for about two and half years, we would meet in the same taxi line and we would talk about food,” recounts Louw, when we meet him at Grant Avenue, a trendy street in the garden suburb of Norwood in Johannesburg.

This is where Sumting Fresh is rustling up and selling taste. The gourmet food company also sells out of a food truck at Johannesburg’s vibrant food markets.

The guy Louw met in the taxi, chef Andrew Leeuw, would go on to found Sumting Fresh with him in 2012. But before that, the friends-turned-business partners had hurdles and hiccups to overcome.

“We had 12 years apart in between before we saw each other again,” says Louw, the self-taught chef and media personality.

Louw and Leeuw grew up in the suburb of Ennerdale four blocks from each other but never met until the day destiny connected them at the taxi rank.

Hezron Louw; the background illustration has co-founder Andrew Leew on the right.

They were students at the time – Louw was studying for a BCom in accounting while Leeuw was studying to become a chef.

Though Louw dropped out of his course to work in the banking sector, Leeuw completed his studies and worked at resorts.

The common ground in their friendship was their deep, abiding love for food.

“One day, I was driving down the road with my brother and I see Andrew. I shout ‘hey my guy’, he shouts ‘hey my guy’. We had forgotten each other’s names,” he says.

They went to have a beer and three months later, Sumting Fresh was born with merely no capital.

“We had a trailer and we would use my brother’s VW Golf to pull it… We were situated at Becker Street in Midrand for about two years,” says Louw.

Armed with no market research, the risk-takers parked their vehicle there in the hope of one day luring enough clients and becoming successful.

Besides their love for gastronomy, all they had between them was R20,000 ($1, 366) and some pots and pans they received from family.

Reality kicked in soon after.

“Yho! It was dismal,” exclaims Louw.

They were selling lunch to middle-income employees for R35 – R50 ($2 – $3) per meal at the time, and their cost price was also as much. They weren’t making any profit.

“Here we were out on the streets selling expensive food at low prices. Our business was a complete loss. Sometimes we would split R175 ($12),” says Louw, reminiscing the cash-strapped days.

READ MORE: No Wasted Opportunities For Swazi Entrepreneur

Fortunately, they had a support system at home including family members and partners.

“I was literally a working poor person. I was extremely poor!” says Louw.

Things got worse. Both co-founders had children and families to look after.

“The business was on its knees, we couldn’t afford milk, nappies [for the children]; we just couldn’t afford anything.”

But the ambition to succeed was strong.

“What was very fortunate was Andrew and I are very optimistic people. We always knew we wanted Sumting Fresh to work. Even though the situation was depressing and hard, when he was down, I would pick him up, when I was down, he would pick me up,” says Louw.

As they leaned on each other, they learned determination.

“The main reason our business is still around is persistence. We would knock on doors and we would insist on getting customers.

“What a lot of entrepreneurs always miss out on is that they always paint the perfect picture [of their business]. They go out and tell how great things are and how great their businesses are. Then people [potential investors] think ‘why do you need my help’?” says Louw.

Their fortunes changed after an encounter with South African entrepreneur Miles Kubheka, the founder of Vuyo’s selling modern African cuisine.

“He used to have a restaurant in Braamfontein. He was driving past, and tasted our chicken wings,” says Louw.

Kubheka was impressed and approached them to work for him. They kept declining.

“We would say ‘no, we can’t’, we are living our dream. He came every day for three months and offered us a job and money so we would quit Sumting Fresh… But this one day, we were so broke we couldn’t anymore,” says Louw.

They shut the trailer and became employees.

“It was great, there was fire and they would tell us at 1 o’clock, it’s lunchtime.”

It took just three days for them to quit because the feeling of working for someone was “strange”.

This time, their return to business would change their financial fortunes.

“Now you are charged up and you see what is possible… [working for Vuyo’s] was a motivation to push us,” he says. The pair continued to work for Kubheka at Fourways Farmers Market on Sundays, until the idea came to also sell on their own at the food market.

It took three months until they received approval to sell their fried chicken strips with cheese. They were soon shoveling money with a bucket yet it had a hole in it.

They made money at the market and lost it all at Becker’s Street during the week, until they decided to close the store. But this was the beginning of new ideas and business opportunities. They expanded to the Neighbourgoods Market, where they met customers from all spheres of life.

“Where we are from, where we started and what we planned for our business is completely different. We thought we would be street food giants. It took us so long to open our eyes and see that,” says Louw.

They took on corporate clients and yet again made the mistake of expanding when not ready.

“Chasing the money can cost you money… that is one thing we need to learn as entrepreneurs. Not every customer is your customer,” he says.

Sumting Fresh finally found its niche.

It now turns over R6 million ($410,033) annually compared to the R600 ($41) monthly profit seven years ago.

They have parked their food trailers at festivals such as the Bushfire Festival in Swaziland, the OppiKoppi music festival in South Africa, and cater for private parties and corporate companies, in addition to running the restaurant in Johannesburg.

Louw is currently one of the judges for the Standard Bank campaign, My Fearless Next, encouraging budding entrepreneurs to turn their side hustles into their main businesses.

The founders of Sumting Fresh have shown how good company and good food can eventually spice up the bottom line.

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Agriculture

Green-Sky Thinking

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In Johannesburg, city-dwellers like Linah Moeketsi have taken the future of sustainable farming into their own hands. Where land is becoming scarce, they look to the skies.


Doornfontein is one of Johannesburg’s older inner-city suburbs with decaying buildings and dingy alleys that wear a dour, monochrome look.

Daily commuters and street surfers jostle with delivery vans and mountains of metal scrap but the grey of the concrete city makes it hard to believe that there could be a patch of green in a most unlikely location.

READ MORE| No Seat At The Global Table For Indigenous African Cuisine

Above the humdrum of life here is a rooftop hydroponics farm looking down on the city, but upwards to a new route to restoration and urban preservation.

Atop the eight-floor Stanop building – offering a breath-taking view of the city and the landmark Ponte Towers in the distance – one woman has made it her mission to turn a grimy grey terrace into a green lung on the city’s skyline.

“City life is taking on a totally new direction… even people who think they couldn’t one day farm, find themselves on rooftops,” Linah Moeketsi tells FORBES AFRICA.

Moeketsi grows herbs, used to treat non-communicable diseases (NCDs), in a 250m x 500m greenhouse on the building’s terrace. But her rooftop farm is sans any soil – it uses a hydroponics system.

“I think because we are in the city and we would like to produce for people in the city, hydroponic farming is one of the answers because you can actually harvest more than twice the produce, and the growth rate is quicker and there is produce that you can have throughout the year that people demand because it is in a controlled environment,” she says.

On a windy Wednesday morning in October, we meet Moeketsi at her aerial green facility, a couple of days before she is to send some of her plant produce to the market.

She talks about her journey as an offbeat farmer. It all started when her father fell ill in 2013, when doctors failed to correctly diagnose his disease.

“They couldn’t see that he was diabetic. He didn’t show the signs of diabetes, but he had this foot ulcer that just wouldn’t go away,” she says.

“The future of city farming is great simply because we have more and more young people getting into this space. Even though it’s farming, they are looking at it from a very different angle.

Moeketsi decided to do her own research, so she read up books on African medicinal plants and used some herbs that belonged to her late mother, who had been a traditional healer.

“It took me a good eight months to help my dad and I actually saved him from having an amputation.”

The news of Moeketsi curing her dad’s diabetes using herbs spread. Sadly, her father died in 2016, at the age of 87. But she is proud to have helped prolong his life.

“So he passed away in his sleep, not sick, nothing, he was just old. But he was always grateful; he was like, ‘even when I die, I’m going to die with both my limbs’, so we would make a joke about it.”

READ MORE| Businesses At The Heart Of A Greener Future

After her father’s demise, Moeketsi rented some land and turned her knowledge on natural herbs into a fully-fledged farm. However, when the owner of the land returned, she was forced to vacate.

Land was always going to be a problem in the city. But instead of giving up, Moeketsi looked to the skies.

“Because of this passionate drive for an answer, I found myself researching what’s happening outside Gauteng and South Africa, and I saw in Europe, they were farming on rooftops,” she says.

In 2017, her dream became a reality when she secured a deal with the City of Johannesburg as part of an urban farming program, and started the rooftop project a year later.

When we visit her greenhouse, we are welcomed by the sweet lingering scent of herbs. It’s hot and humid, and two fans whir away to cool the air.

Moeketsi walks around the greenhouse wearing dark glasses and a white jacket, with a syringe in hand – she could easily pass off as a medical doctor.

She elaborates on the hydroponics system. There are four pyramids, each attached to their own reservoirs of water. On each pyramid, different plants, ranging from spinach, lettuce, sage, parsley, basil and dill, rest on beds with pipes connecting them to the reservoirs. Moeketsi plucks out one of the pipes and inserts the syringe; water spouts out of the tube and she returns it to the bed.

“Twice a day, you have to check that water is actually going through the pipes, because that’s how the plants get water and nutrients,” she explains, as she unblocks a pipe using the syringe. She says it’s one of the best ways to farm using little water.

“When you put in certain plants in the greenhouse, you know you are guaranteed sustainable farming because you can produce those plants and harvest them,” she says.

Moeketsi adds that this allows her produce to stay consistent season after season.

“So, from that point of view, it makes the city more sustainable in terms of food produce that is easily accessible and cost-effective for the consumer because not everyone around here can afford the high prices of food but they can at least afford what we sell, whether it is at R10 ($0.5) or R15 ($1).”

As Moekesti continues to tend to the plants, a farmer she works with walks in and begins filling up the reservoirs.

Lethabo Madela has known Moekesti for almost six years.

“When you look around Johannesburg, there is no space, so rooftops have saved us a lot, especially those of us that love farming,” says Madela. “I’m learning a lot and I think she [Moekesti] changed the whole concept of farming for me because I used to farm vegetables. I didn’t know culinary herbs or medicinal herbs.”

Moeketsi speaks of other farmers around the city who have taken to the rooftops to farm plants such as strawberries, lemon balm, spinach and lettuce.

READ MORE| Everything You Need To Know About The Future Of Pesticides And Bees

In a suburb called Marshalltown, a 10-minute drive from Moeketsi’s farm, Kagiso Seleka farms lemon balm also using hydroponics.

He produces sorbet and pesto from his produce which is then used to make ice cream.

“It [hydroponics] is great for farming sensitive plants in terms of temperature. Lemon balm does not like frost. But it’s better to grow even out of season so you can set a higher price,” he tells us.

However, he says hydroponics farming is a luxury not many farmers can afford.

“It [hydroponics] does have a bit of a higher capital upfront, but you get a higher yield and higher quality, so people are willing to pay more. Hydroponic planting saves about ninety five percent of water soil farming in a water-scarce country,” says Seleka.

READ MORE| Local Solutions Can Boost Healthier Food Choices In South Africa

“We do have water shortages, and I know people are on the whole ‘organic trip’ but, is it more important to have an organic plant versus a water-saving environment?”

The Program Coordinator for Agriculture at the City of Johannesburg’s Food Resilience Unit, Lindani Sandile Makhanya, says there certainly are more rooftop farmers in Johannesburg now than ever before.

Converting idle terraces into avenues of profit is becoming a norm. There are new rooftop farms being set up every day, offers Makhanya.

He regularly visits Moeketsi’s farm to check on the progress and collect produce to sell.

“Urban farming in Johannesburg is rising, mainly because the idea of producing our own food is very important because most people are moving to urban areas and therefore it stands to reason that we have to try to produce as much as possible,” says Makhanya.

“[There is growth] even in animal production, although we are moving away from the bigger numbers, but we are involving the smaller ones; because of the space issue, they are increasing overall.”

For Moeketsi, her farm has changed her life and given her hope for a better future. In addition to the teas, tinctures, ointments and medicinal products she processes from her plants, she plans to include more by-products such as syrups in the future.

“The future of city farming is great simply because we have more and more young people getting into this space. Even though it’s farming, they are looking at it from a very different angle,” she says. “That is why the city is changing and rooftop farming is going to get bigger and bigger.”

Clearly, farming in Africa is covering exciting new ground.

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30 under 30

Applications Open for FORBES AFRICA 30 Under 30 class of 2020

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FORBES AFRICA is on the hunt for Africans under the age of 30, who are building brands, creating jobs and transforming the continent, to join our Under 30 community for 2020.


JOHANNESBURG, 07 January 2020: Attention entrepreneurs, creatives, sport stars and technology geeks — the 2020 FORBES AFRICA Under 30 nominations are now officially open.

The FORBES AFRICA 30 Under 30 list is the most-anticipated list of game-changers on the continent and this year, we are on the hunt for 30 of Africa’s brightest achievers under the age of 30 spanning these categories: Business, Technology, Creatives and Sport.

Each year, FORBES AFRICA looks for resilient self-starters, innovators, entrepreneurs and disruptors who have the acumen to stay the course in their chosen field, come what may.

Past honorees include Sho Madjozi, Bruce Diale, Karabo Poppy, Kwesta, Nomzamo Mbatha, Burna Boy, Nthabiseng Mosia, Busi Mkhumbuzi Pooe, Henrich Akomolafe, Davido, Yemi Alade, Vere Shaba, Nasty C and WizKid.

What’s different this year is that we have whittled down the list to just 30 finalists, making the competition stiff and the vetting process even more rigorous. 

Says FORBES AFRICA’s Managing Editor, Renuka Methil: “The start of a new decade means the unraveling of fresh talent on the African continent. I can’t wait to see the potential billionaires who will land up on our desks. Our coveted sixth annual Under 30 list will herald some of the decade’s biggest names in business and life.”

If you think you have what it takes to be on this year’s list or know an entrepreneur, creative, technology entrepreneur or sports star under 30 with a proven track-record on the continent – introduce them to FORBES AFRICA by applying or submitting your nomination.

NOMINATIONS AND APPLICATIONS CRITERIA:

Business and Technology categories

  1. Must be an entrepreneur/founder aged 29 or younger on 31 March 2020
  2. Should have a legitimate REGISTERED business on the continent
  3. Business/businesses should be two years or older
  4. Nominees must have risked own money and have a social impact
  5. Must be profit generating
  6. Must employ people in Africa
  7. All applications must be in English
  8. Should be available and prepared to participate in the Under 30 Meet-Up

Sports category

  1. Must be a sports person aged 29 or younger on 31 March 2020
  2. Must be representing an African team
  3. Should have a proven track record of no less than two years
  4. Should be making significant earnings
  5. Should have some endorsement deals
  6. Entrepreneurship and social impact is a plus
  7. All applications must be in English
  8. Should be available and prepared to participate in the Under 30 Meet-Up

Creatives category

  1. Must be a creative aged 29 or younger on 31 March 2020
  2. Must be from or based in Africa
  3. Should be making significant earnings
  4. Should have a proven creative record of no less than two years
  5. Must have social influence
  6. Entrepreneurship and social impact is a plus
  7. All applications must be in English
  8. Should be available and prepared to participate in the Under 30 Meet-Up

Your entry should include:

  • Country
  • Full Names
  • Company name/Team you are applying with
  • A short motivation on why you should be on the list
  • A short profile on self and company
  • Links to published material / news clippings about nominee
  • All social media handles
  • Contact information
  • High-res images of yourself

Applications and nominations must be sent via email to FORBES AFRICA journalist and curator of the list, Karen Mwendera, on [email protected]

Nominations close on 3 February 2020.

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Entrepreneurs

The Life And Wisdom Of Richard Maponya

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He was one of the big names in business in Africa; as gentlemanly. as he was shrewd. He fought the odds and apartheid to stake his place in business and inspire millions of his countrymen to do the same.

Richard Maponya – the doyen of black business in South Africa – passed away in the early hours of January 6, after a short illness. Maponya turned 99 on Christmas Eve near the end of a long and fruitful life that saw him dine with the Queen, laugh with Bill Clinton and chauffer his old friend Nelson Mandela. Mandela asked Maponya, who owned a car dealership, to pick him up at the airport in Johannesburg after his release from prison in 1990.

Ï picked him up at the airport and that was the most frightening time of my life. We were chased by people on foot, helicopters, motorbikes and cars. Everyone just wanted to touch Mandela. They could kill him just trying to touch him,” Maponya recalled to Forbes Africa in a cover story in March 2017.   

Mandela was a close friend of Maponya since the 1950s. The future president, then a young lawyer   helped Maponya set up his first business against the restrictive apartheid laws that shackled black business.

Maponya wanted to open a clothing store in Soweto, Johannesburg; the authorities said no. Mandela lost the fight for the clothing store, but did manage to secure him a license to trade daily necessities. This opened the way for Maponya to start out with a milk delivery business that was to prove the foundation of his fortune.

More than half a century on, Mandela, then a former president of South Africa, beamed with pride, in 2007, as he opened the first shopping mall in Soweto.

Maponya Mall had taken the canny businessman a good deal of patience to put together. He acquired the land in 1979 – the first black man to secure a 100-year lease for land in Soweto – and spent many more years building up the mall.

“Ï fought for 27 years for that mall and was many times denied; they actually thought I was dreaming. When Nelson Mandela cut the ribbon to open the mall, that was the highlight of my life,” Maponya said years later.

It was a mile on a road less travelled by Maponya in a long journey from the tiny township of Lenyenye in Limpopo in northern South Africa where he was born. He moved across the province to Polokwane to train as a teacher and then, like many young men of his generation, moved south to Johannesburg in search of his fortune.

In those days, the gold mining city was booming, but only the few saw the fruits. Maponya was blocked at every turn as he tried to make his way in business; he won through making a fortune from property, horse racing, retail, cars and liquor.

Maponya mentored many black entrepreneurs and inspired many millions more he had never met. One of them was Herman Mashaba, the former mayor of Johannesburg, who made his own fortune with hair care products.

“To myself and the people I grew up with he was an inspiration to all of us to get into business…If he had started out in business in a normal world there is no doubt he would have been even bigger than he was,” Mashaba told CNBC Africa.

Maponya will be mourned by the millions who were inspired to follow him and by a business world that is richer, in more ways than one, for his nearly a century of hard work in which retirement was never an option.

“People who retire are lazy people. You retire and do what? Bask in the sun?  I am not that type of man,” he said in 2017 at the age of 96.

He could never be.

By Chris Bishop  

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