Whether one loves it black or white, Vusi Mokoena knows just the way to satisfy one’s hot-beverage preferences to a T (so to speak).
Having grown up in a family of rooibos tea lovers, he saw an opportunity to start his own stronger, more flavourful version of this quintessentially South African brand.
The young Kayamandi entrepreneur said in more recent times he would hear everyone around him complain about the flavour of their rooibos tea. This challenged him to embark on research on the South African-grown Aspalathus linearis plant, or the rooibos (red bush), and consult tea experts on ways to create a stronger taste. He left his job at a pharmaceutical company to pursue his dream, a business he has named Mavusana Premium Rooibos, focusing on developing it and getting it off the ground.
“When I finally found the perfect flavour I decided the perfect way to stand out was to personalise the tea,” Mokoena said, “and one way of doing this was to name the tea after myself, because the name (a) is easy to recognise and (b) its meaning, ‘awakening the dream’, relates to every tribe in South Africa.”
This year-old business supplies its product to guest houses around Stellenbosch and has a few small stockists nationwide. In Stellenbosch it is available from CoCreate Hub, De Warenmarkt, and the Paul Roos Kwikspar.
The four-team business also aims at seeing its product being South Africa’s go-to tea, its goal being to build an independent distribution model, one that empowers South Africans to earn a living while focusing on the tourist trade and hospitality sector with its individually wrapped tea bags and gift boxes.
The company also supplies tea bags in bulk to catering companies, hospitals and restaurants. Mavusana Rooibos is currently sold by a handful of independent distributors throughout the country, including in Kimberley, Gqerberha, and Johannesburg. It retails from R35 to R1 100 on the company’s online store, with delivery available nationwide.
However, Mokoena and his team are excited about developing a nationwide independent distribution model with an innovative structure that incentivises distributors to sell.
“This ‘Tupperware selling model’ will enable us to go directly to the consumer, avoiding the fees involved with retailers,” he says. “At the same time we will empower young entrepreneurs to sell Mavusana Premium Rooibos in their neighbourhoods.”
However, like any other business, Mokoena’s entrepreneurial journey hasn’t always been easy. Some of his challenges include access to capital and proper distribution channels to help his business enter different markets, such as the hospitality sector. However, there have also been many avenues and channels, largely technological, that have contributed to its success.
“Technology plays a vital role in the acceleration process of an entrepreneur,” Mokoena says, “so when we entrepreneurs start businesses we need to think about how to use technology and incorporating it into our business models. It has enabled some of us to reach wider customer bases, for we are able to sell and advertise our products digitally. Therefore, I strongly advise up-and-coming entrepreneurs not to shy away from such resources, for they play their part and are the future.”
