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< Back to all guests #16 Melusi Mhlungu - From Soweto to the Super Bowl and back again. The journey of 'We are Bizarre' creative Melusi Mhlungu. 30 April 2026 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Melusi Mhlungu is an award-winning creative with a career spanning global agencies such as David Miami, Ogilvy Chicago, and Johannes Leonardo in Newx York, where he spent seven years honing his craft. His work has earned recognition at Cannes Lions, The One Show, D&AD, Clios, Sport Clios, and the Loeries, where he was named the 2016 Young Creative. Over the years, Melusi has brought bold ideas to life for leading brands including Vodacom, Toyota, Old Mutual, FNB, DStv, KFC, Cadbury, Coca-Cola, Budweiser, Burger King, Nando’s, NBA, Goodbye Malaria, Adidas, Uber, and Instagram. He is now the Founder and Chief Creative Officer of We Are Bizarre , and a founding partner of Jozi My Jozi , a movement dedicated to making a meaningful difference in the lives of the people of Jozi. 2 Episode Description This episode is a behind the scenes look at the man behind the brand JozimyJozi and the unbelievable story of his rise to the top of the advertising industries in both South Africa and the United States before his return to home town Johannesburg to start a movement of hope and regeneration. In a candid conversation, Melusi speaks about his near-miss as a lawyer, early influences on his advertising career, and how ‘stalking’ local and international advertising heroes ultimately led him to work in the United States, where he continued his award-winning streak. His first award came just two years into his working life, a nod to his inherently creative spirit, his move away from art directing towards copywriting and his voracious appetite for studying the Greats, those award-winning ads that are simply unforgettable. He talks about his creative process, how ‘letting go’ of ideas is his secret to success, and that he once scored a perfect 10 out of 10 for his optimism in a psychometric test but was warned that could be considered ‘dangerous’. It is in the second half where he tells the story behind the branding of JoziMyJozi, a movement ‘of the people’, with a vision to fix something that many had abandoned as ‘broken’, and the relationship between two men that gave birth to it. As a founding partner, Melusi Mhlungu describes the moment on Constitution Hill when the seeds were sewn for the creation of JoziMyJozi as a brand that nobody owns. He shares a love letter to his home town Johannesburg that inspired the branding of JoziMyJozi , and explains why the movement decided to ‘start with the actions’ (not bragging about what they were intending to do, but just ‘getting shit done’). He explains why patience is the superpower of the motley crew of JoziMyJozi doers, and how when they got a no, they just carry on, not waiting to get a yes. The episode is infused with Melusi’s infectious and enduring optimism, about life, South Africa’s youth (‘people who are not stuck in the reality of now’) and ultimately, South Africa’s City of Gold. If you feel down about Joburg, and the world in general, this episode is for you. People here can ‘geshido’!™ 3 Show Notes 00:02 Johannesburg , known locally as Jozi, is the largest city in South Africa. It is the provincial capital of Gauteng, the wealthiest province in South Africa. The city is one of the 50 largest urban areas by population in the world, and is also the world’s largest city not situated on a river, lake, or coastline. The city was named and established in 1886 following the discovery of gold on what had been a farm. The name is attributed to one or all of three men involved in the establishment of the city. In just ten years, the population grew to over 100,000 inhabitants. While Johannesburg is not one of South Africa’s three capital cities, it is the seat of the Constitutional Court, which has the final word on interpretation of South Africa’s constitution as well as with issues in connection with constitutional matters. The City is regarded as the economic powerhouse of the African continent. 00:27 JoziMyJozi is a movement born out of a deep passion for Johannesburg and a call for citizens and business alike to contribute to its regeneration. 00:46 Melusi Mhlungu's instagram account and We Are Bizarre's Insta 00:59 Soweto is an urban settlement or 'township' in South Africa, an acronym that denotes its geographic location ( so uth we stern to wnship), in rhw South West of Johannesburg, South Africa. Soweto was created in the 1930s when the white Government started separating black and whites before apartheid was officiallly state policy in 1948. Blacks were moved away from Johannesburg, to an area separated from white suburbs by a so-called cordon sanitaire (or sanitary corridor), usually a river, a railway track, an industrial area or a highway etc.. They did this by using the infamous 1923 'Urban Areas Act' . Soweto became the largest black city in South Africa, but until 1976 its population could have status only as temporary residents, serving as a workforce for Johannesburg. It experienced continuous civil unrest during the Apartheid regime, most publicised among them, riots in 1976 , sparked by a ruling that Afrikaans be used in black schools as a medium of instruction. William Carr, chair of non-European affairs, initiated the naming of Soweto in 1959. He called for a competition to give a collective name to townships dotted around the south-west of Johannesburg. People responded to this competition with great enthusiasm. Among the names suggested to the City Council was KwaMpanza, meaning: 'Mpanza's Place', revoking the name of Mpanza and his role in bringing the plight of Orlando sub tenants to the attention of the City Council. He was a pivotal political activist and community leader often called the "Father of Soweto". 01:05 The Super Bowl is the annual championship game of the National Football League (NFL), serving as the culmination of the professional American football season. Held in late January or February, it has evolved beyond a mere sporting event into a major American cultural phenomenon, often described as an unofficial national holiday. It is a single, winner-take-all matchup between the champions of the NFL's two conferences: the American Football Conference (AFC) and the National Football Conference (NFC). The winner is awarded the Vince Lombardi Trophy. The Super Bowl is consistently one of the most-watched television events in the United States, often drawing over 100 million viewers. It is also broadcast to a global audience in over 170 countries. Super Bowl commercials are a significant part of the spectacle, with companies spending millions for 30 seconds of airtime to showcase their most creative and memorable advertisements. The game is hosted in a different, usually warm-weather or domed city each year, bringing extensive media buildup and a festival-like atmosphere. Essentially, the Super Bowl is a high-stakes, commercialized entertainment spectacle that merges elite athletic competition with pop culture, advertising, and national tradition. 01:33 Ode to Johannesburg - this is the letter Melusi wrote as an homage to his hometown Johannesburg when he started creating the JoziMyJozi brand. 01:52 Link to Insta post of him as a young guy. “What would I tell younger me? Don’t let the world change your smile.” 02:42 Nkandla is a town and local municipality in KwaZulu-Natal, South Africa, situated in a mountainous, rural region, widely known as the "cradle" of Zulu history and the private home of former President Jacob Zuma. It is characterized by deep valleys, indigenous forests, and a developing, mainly traditional economy. Considered a central location in Zulu history, it is the site of King Malandela and King Cetshwayo's graves. It is closely linked to the history of King Shaka and King Dingane. Jacob Zuma Homestead: Nkandla is widely known for the private, state-funded security upgrades at the homestead of former President Jacob Zuma. The property became a major political issue commonly referred to as “ Nkandlagate ". 03:41 The migrant labour system was a cornerstone of apartheid, designed to exploit cheap black labor for Johannesburg's industry while enforcing strict racial segregation. It forced men from rural areas into single-sex hostels, prohibiting their families from joining them and keeping them in a cycle of oscillating migration to prevent permanent urban settlement. The hostels acted as centres of social control. Contracts typically lasted 11 months, forcing workers to leave their families, travel to the city, work, and return to rural areas for a month, keeping them dependent on both systems. The system created a "labour reserve," where rural areas supported the families of workers who were not paid enough to support their families in the city. The system developed rapidly alongside the gold mining industry, bringing in workers from rural South Africa and neighbouring countries. It then increased rapidly with the formalisation of townships like Soweto, concentrating black workers near Johannesburg. Residents resisted, leading to events like the 1957 "Bloody Riot" over pass laws and eventually forming a strong base for anti-apartheid activism. 07:02 Founded in 1999, IIE-Vega School is a prominent South African tertiary institution specializing in brand building, design, and advertising. It focuses on the mantra "wisdomwithmagic," blending strategy with creativity. As part of The Independent Institute of Education (IIE), it offers specialized degrees and has evolved into a leading school of brand innovation with campuses in Johannesburg, Cape Town, Pretoria, and Durban. It launched in 1999 with 93 students to challenge traditional advertising education, focusing on experiential learning. In 2009 it re-positioned itself as the " School of Brand Innovation " to better integrate creative and brand leadership studies. 07:14 Generations is a pioneering South African soap opera created by Mfundi Vundla, which premiered on SABC 1 on February 4, 1994, just in time to reflect the birth of a new, democratic South Africa. It became a cultural phenomenon, boasting over 10 million viewers at its peak and functioning as a "star-making machine" that launched many of the country's most famous actors, such as Connie Ferguson and Menzi Ngubane. Set against the backdrop of the high-stakes advertising industry, the show initially focused on the dreams, aspirations, and rivalries of Black professionals trying to succeed in a changing corporate landscape. As one of the first locally produced soapies (replacing imported ones), it was crucial in showcasing black professionals thriving in business, reflecting the aspirations of post-apartheid South Africa. While TV viewing habits have shifted, Generations: The Legacy continues to be one of the most-watched daily dramas in South Africa, often reaching millions of viewers nightly, despite increased competition from streaming services. 07:18 Days of Our Lives has held a significant place in South African television culture since its debut on SABC in the mid-1990s, becoming a staple afternoon soap opera that transcended age, gender, race, and culture for two decades. Known for its dramatic and often outlandish storylines, the show attracted a massive, dedicated following, largely on SABC3, where it was a top-rated program. Days of Our Lives first hit the box in 1965 in the US, and is one of the longest running tv programmes, revolving around the trials and tribulations of the fictional town Salem. It was first introduced to South African viewers in 1992. It stopped broadcasting in South Africa in 2022. 07:22 The Bold and the Beautiful has been a cornerstone of South African television since its debut on the SABC in 1997, growing into one of the country's most-watched soap operas. Known for its glamorous fashion setting and dramatic storylines, the show built a massive, loyal fanbase, leading to cast tours, 30th-anniversary celebrations in 2017, and a move to streaming via Vodacom's Video Play in 2019 after leaving SABC3. 08:29 Leo Burnett (1891–1971) was a pioneering American advertising executive who built his agency on the "HumanKind" philosophy, focusing on the inherent drama and emotional connection in products. His approach championed "telling the people" how products make them feel, rather than just selling features, creating iconic brand mascots like Tony the Tiger. Burnett believed every product has an emotional core and a story waiting to be told. Known for his workaholism, the Huxley.media notes, he believed "Interest in life in all its manifestations is the secret of all creative people". 10:00 In 1942, a descendant of the original owner sold a portion of the farm Palmietfontein to Samuel Potter, a publisher and company director of Irish descent. In 1947, work began on the farmhouse of what would later become known as “Southdowns”, a dairy farm run by his wife Jessie. Potter died in Durban in 1963 at the age of 82, and Jessie continued to run the farm until 1969. She then sold the property to the General Mining and Finance Company Ltd, who intended to develop the land into a suburb of Alberton. Brackendowns was declared a township in 1972 and the house was sold in 1979. Concerned community members have reported that the first house built in Brackendowns is deteriorating fast due to lack of maintenance. In 2011 Anna Cox wrote a piece for The Star newspaper, revealing the history and significance of the house ( click here to read ). It is the very first house built in Brackendowns and is linked to one of the founding families of Joburg. 11:05 The Mandela Bridge is located in the heart of the City of Johannesburg, serving as a bridge between the vibrant student precinct of Braamfontein and downtown Joburg. The area is part of a massive rejuvenation drive, filled with sites of cultural and historic significance – and the bridge is the conduit for all traffic to and from the area. The Nelson Mandela Bridge was recognised as being "an outstanding civil engineering achievement" by the South African Institute of Civil Engineers. Of the many buildings, roads, squares and bays named after the first democratically elected president of South Africa, the Nelson Mandela Bridge is the most fitting tribute to the former political prisoner. This Johannesburg landmark symbolically links the old and new as it ushers traffic into the heart of rejuvenated downtown Johannesburg. It cost R38 million and is the largest cable-stayed bridge in southern Africa. The vast quantities of construction materials that went into its creation underpin what a feat of engineering it is. It took 4,000 cubic meters of concrete, 1,000 tons of structural steel and 500 tons of construction steel to realise the seemingly weightless pinnacle that gleams with the promise of the new. The bridge is 284 meters long, 42 meters high at the north pylon and 27 meters high at the south pylon. 12:25 David Ogilvy (1911–1999) was a British advertising executive known as the "Father of Advertising" and founder of Ogilvy & Mather. He revolutionized the industry with a, research-driven, "brand-first" approach, emphasizing creative, informative copy over mere hype. His philosophy held that advertising's goal is to sell, treating customers as intelligent, not gullible. Before advertising, Ogilvy had a diverse career as a chef in Paris, a stove salesman, and a British Intelligence agent during WWII. He founded his agency in New York in 1948, which grew into one of the largest in the world. In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world with more than 500 offices and 20,000 staff across 169 cities. Ogilvy & Mather South Africa’s origins lie with a small hot shop in Cape Town, founded by Bob Rightford, Brian Searle-Tripp and Roger Makin in 1976. After merging with Ogilvy in 1984, Ogilvy & Mather RS-TM dominated the local creative scene during the first decade and over the next twenty years was recognized as a brand-focused agency that acted with integrity. 12:26 FCB https://www.fcb.co.za/ FCB Africa is a premier, full-service creative agency network with over 90 years of experience building brands in Africa, known for its "Never Finished" mantra and data-driven, consumer-centric advertising. Established in 1926 as E Lindsay Smithers in South Africa, it has created iconic campaigns like Sasol’s "Glug Glug" and now operates as part of the global FCB network (part of Interpublic Group) with a focus on blending local culture with international expertise. Opened in 1926 as E Lindsay Smithers Advertising Agent in South Africa, with Goodyear Tyre and Rubber Company as its first client. 12:35 Long-time creative guru Brett Morris is executive creative chair at the Nahana Communications Group. His work in advertising has been recognised numerous times at major award shows including Cannes and by his peers in the industry. In 2014 Brett was appointed Group Chief Executive of Nahana Communications Group and has since been voted by his peers as most admired agency leader in Johannesburg for five years in a row and three times across South Africa. He is a veteran in the industry, having worked on some of South Africa's most iconic campaigns. He was a mentor to Melusi in the early days of his career, and is a long time friend. 12:55 Neo Mashigo is a prominent South African creative leader, currently serving as the Chief Creative Officer (CCO) at Up & Up Group. He has a long history in the advertising industry, previously acting as a creative director at M&C Saatchi AbelSouth Africa since 2017. iN 2025 he formed part of of the Cannes Lions 2025 Film Jury. 13:22 Molefi Thulo. Molefi Thulo, aka Mo, began his career at DraftFCB in the early 2000’s. It was here where he developed a love for storytelling and incorporating humour into his work. In 2009 he joined Ogilvy & Mather Johannesburg where he worked his way up to Creative Director. He’s had the privilege of working on a number of impressive accounts such as KFC, Lucozade, Samsung, Coca-Cola, Toyota, Unilever and South African Breweries, to mention a few. His work has been awarded both locally and internationally, and he’s proud to be part of the team that won 2 Cannes Grand Prix Lions, in 2014 and 2016. An industry loses creative trailblazer Molefi Thulo “It is with profound sadness that we share the news that Molefi Thulo has passed away. This ever humble, always inspirational human will leave a massive hole in the industry that he loved so much, and to which he gave so much.” 22:41 Marianna O’Kelly “Mariana O’Kelly is EVP/Executive Creative Director at Leo Chicago, where she leads creative for the entire Kellogg’s portfolio. With over two decades of global experience, she’s known for crafting emotionally resonant, culturally sharp work that drives impact. Previously Global ECD at Ogilvy, Mariana has won multiple Cannes Lions Grand Prix—including three in Audio—and more than 70 international awards. She served as Cannes Lions Jury President, was named one of Adweek’s Creative 100, and recognized by the Gunn Report as one of the top creative leaders in the world. Originally from South Africa, Mariana is also a passionate advocate for diversity in the industry, having led gender transformation efforts across agencies. She brings a human-first leadership style and a belief that great ideas should feel like authentic conversations. If she wasn't in advertising, she would renovate old houses or teach art to kids.” 24:47  The Adams & Adams Young Creatives Award is a prestigious South African accolade recognizing brand communication talent aged 27 or younger at the start of their careers. Sponsored by law firm Adams & Adams as part of the Loeries, it awards winners with a Gold Loerie, R50,000, and often a trip to the Cannes Lions Festival, highlighting the firm's focus on nurturing emerging talent and protecting intellectual property. It aims to encourage the next generation of brand communication leaders and protect the intellectual property rights of young innovators. Adams & Adams, a leading African intellectual property law firm, sponsors the award, aligning with their role as the official legal counsel to the Loeries. Adams & Adams has a long history of sponsoring the Loeries Young Creatives Award in South Africa, a prestigious award for individuals under 27 in the brand communications industry. Some search results also mention Adams & Adams being involved in "The CIPC IP Youth Awards" as of April 2026, reinforcing their continued focus on supporting young talent in creative and innovative fields. 25:47 The Cannes Lions International Festival of Creativity is the world's most prestigious advertising and marketing awards, held annually in Cannes, France. Celebrating creative excellence across various disciplines, it brings together global talent to set industry benchmarks. 25:49 The Loeries Awards are Africa and the Middle East's premier initiative recognizing, rewarding, and fostering creative excellence across brand communication, advertising, design, and digital media. As a not-for-profit, they promote innovation, with winning a "Loerie" regarded as the highest regional honor, often referred to as the "premier awards”. It covers wide-ranging creative fields including film, radio, print, digital, design, PR, and live activations and acts as a standard for creative excellence, with winners featured in the Loeries Official Rankings. Entries are open to agencies, brand owners, and production companies. The Loerie Awards first took place in 1978 in Johannesburg . Television was introduced to South Africa relatively late in 1976, [1] and the delay was due to the political belief at the time that television was "undesirable". Once television had finally been introduced, the first television commercials commenced in 1978, and consequently, the Loerie Awards were introduced in the same year to promote the new medium of television advertising. ####LOADING ERROR#### 4 Time Stamps 00:00 JoziMyJozi Revival 00:42 Meet Melusi Mhlungu 02:34 Soweto and Nkandla Roots 04:22 Inspired by His Mother 05:41 Ads Between Soapies 09:17 Vega Breakthrough Test 12:19 FCB Mentors and Momentum 15:02 From Art to Copy 18:46 Ideas and Letting Go 22:37 Ogilvy and Young Lions 26:51 Award Winning Obsession 29:32 Lexus Radio Case Study 32:11 US Recruit and Miami Move 36:38 Leaving Home Fears 42:36 Creative Low and Breakthrough 46:17 Authentic Creative Process 48:10 Typical Americans Super Bowl 52:01 Devour Food Porn Ad 55:11 Decision To Return Home 56:43 Meeting Robbie Brozin 01:05:47 Letter To Jozi 01:08:16 Building JoziMyJozi Movement 01:12:57 Brand Identity And Trust 01:18:03 Early Pushback And First Wins 01:22:21 Optimism As A Superpower 01:27:29 Closing And Credits Back to top ^

the stories we tell ourselves, each other and the world LATEST EPISODES View More Listen Now The AfricanOptimist. A podcast to explore what's possible. The AfricanOptimist podcast explores what it takes to make your mark in a changing Africa. If you’re wondering what it takes to survive and thrive, join Sanja Gohre for bi-monthly conversations with the new doers and thinkers across the continent. Listen in as she talks with a wide range of people who shar e their journeys of triumphs and tribulations, tips and tricks, analysis and insight, and most of all, their inspiration on how and why they survive and thrive. About the host The AfricanOptimist podcast is hosted by Sanja Gö hre, a journalist and social scientist by training, born, bred and living in Johannesburg, South Africa. Curious about developments across the African continent, she talks to the thoughtful and the driven to find out how they are influencing their worlds. Find out more

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< Back to all guests #7 Sithuli Mbeje - on mobile abattoirs, bringing processing closer to home and doing what needs to be done 15 March 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Sithuli Mbeje is a South African food technologist with over a decade of experience in the food and retail industry. He has a background working with major local and international food companies, specializing in research and development, and particularly in new product innovation. He is the founder of AfriFood Technologies, a company focused on developing solutions for a more sustainable food future. His innovative approach to food waste and supply chain efficiency aims to transform market access opportunities for emerging farmers and food entrepreneurs. According to Mbeje, creating shorter supply chains by bringing processing closer to the source, results in the creation of local food systems, reduced food waste, and better value for small scale farmers and consumers, as well as the entire food value chain. AfriFood Technologies’ signature product is a mobile abattoir designed to support the implementation of circular food economies in rural communities. This innovation addresses challenges in remote areas by providing a more accessible and efficient meat processing solution. Sithuli was a winner in the 2021 Mail & Guardian's Greening The Future Awards and was a participant in the SAB Foundation's Tholoana Enterprise Programme, an intensive 18-month mentorship and development programme for entrepreneurs. 2 Episode Description In Episode 1, disruptive thinker and author Efosa Ojomo highlighted that the potential for prosperity in Africa lay in finding solutions to persistent problems and in doing so, creating new markets. In this episode, we shine a light on Sithuli Mbeje’s journey to developing a mobile abattoir - his response to the problems faced by livestock farmers across Africa when they want to convert their cows to meat. In graphic details he outlines the different steps involved in this process, both in the large industrial abattoirs, as well as his much smaller and compact roving mobile unit. In our conversation he speaks about what gave him the idea for a mobile abattoir, how it fits into his philosophy on food waste and food security and how it is still possible to create value even if you do not follow a linear growth model. He highlights how mobile abattoirs can also serve an important role during outbreaks of foot and mouth disease, a recurring problem across many countries in Africa, as well as in conservation projects that rely on collaborative efforts between farmers and conservation agencies. He speaks of his drive to combine knowledge gained from years in the food processing and retail space with his understanding of food practices back home in rural KwaZulu-Natal, South Africa, to create new food processes and systems to ensure a more sustainable meat supply chain across Africa. 3 Show Notes [00:03:35] Checkers is a large supermarket chain that is part of the bigger Shoprite Group . Shoprite Group is Africa’s largest fast-moving consumer goods retailer. Its core business is in food retailing, complemented by furniture, pharmaceuticals, hospitality, ticketing, digital commerce, and financial and cellular services. Checkers 'boasts three store formats - supermarkets, smaller-format convience stores, large-format hyper stores - and an award-winning grocery delivery service.' [00:03:35] Foot and mouth disease is a severe, highly contagious viral disease of livestock that has a significant economic impact. The disease affects cattle, swine, sheep, goats and other cloven-hoofed ruminants. It is a transboundary animal disease (TAD) that deeply affect the production of livestock and disrupting regional and international trade in animals and animal products. The disease is estimated to circulate in 77% of the global livestock population, in Africa, the Middle East and Asia, as well as in a limited area of South America [00:08:20] KwaZulu Natal's carcass grading system [00:15:22] Meat Naturally ' brings together livestock farmers, NGOs, meat buyers, and stakeholders in the meat value chain. By providing education, farming resources, grazing expertise, and market opportunities, Africa’s rangelands and wetlands are being restored every day'. [00:17:28] Offal , also referred to as variety meats is the name for internal organs and entrails of a butchered animal. Worth a read: The Offal-Eater’s Handbook: Untangling the Myths of Organ Meats [00:18:06] KwaZulu-Natal is one of 9 provinces in South Africa. It covers an area of 94 361km ² , the third-smallest in the country, and has a population of 11 065 240, making it the second most populous province in South Africa, with just over half its population living in rural areas. [00:03:35] Haggis is a dish made from the liver, stomach or heart of sheep or cows. Whatever meat is used is usually mixed with onion, oatmeal and suet before being boiled in the animal’s stomach. Haggis recipe . [00:20:37] Woolworths SA is South Africa’s largest retailer with more than 700 store locations throughout South Africa and 10 other African countries. Known by locals as 'Woolies', it is known for its high quality and equally high prices. The retailer also has a multichannel focus, with an online presence across its major brands. It is part of Woolworths Holdings Limited, the South African-based retail group. The company also owns a clothing and homeware retailer and has stores in selected African countries and the Middle East. [00:43:48] Karan beef ' is one of South Africa’s leading suppliers of beef products and continuously sets the benchmark for excellence in the local beef industry'. 4 Time Stamps [00:00:00] Pull quote and welcome to the AfricanOptimist podcast [00:02:39] What is a mobile abattoir? [00:03:41] Exploring the traditional meat processing journey [00:08:20] The different grades of meat in commercial meat processing [00:10:43] The downside of commercial abattoirs [00:14:41] How mobile abattoirs benefit local livestock farmers and the environment [00:17:46] Reducing waste by using mobile abattoirs [00:21:30] The founding moment of the mobile abattoir concept [00:24:21] Linear vs circular economies [00:25:49] The workings of a mobile abattoir [00:30:42] The challenges while creating the mobile abattoir [00:33:09] Early Memories of ceremonies and slaughter [00:37:10] Future of AfriFood Technologies [00:39:22] The need to upskill communities in agro-processing [00:42:10] Resistance from commercial farmers [00:44:28] Reflections and Advice 5 Transcript africanoptimist ep7 Sithuli Mbeje Transcript .pages Download PAGES • 348KB Back to top ^

< Back to all guests #13 Claudia Castellanos - The blow by blow account of how you dust off an old family recipe and build it into a super hot brand, while being fair to suppliers and the planet 18 July 2025 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 GUEST BIO Claudia Castellanos is the co-founder and CEO of Black Mamba Foods , an international food brand that was launched from the tiny kingdom of Eswatini in southern Africa. Eswatini, previously known as Swaziland, is a lush landlocked country known for its rich cultural heritage, world-renowned festivals and its monarchy, one of the last absolute monarchies in the world. Claudia is a Colombian who came as a volunteer to Eswatini in 2008, fell in love with the country, lost her heart to Joe (born in Eswatini) and has stayed there ever since. Together the couple co-founded and run Black Mamba Foods, a brand with a strong social and environmental ethos that manufactures and distributes specialty food products worldwide. The company sources its fresh ingredients (mainly chillies and herbs) from Guba , a local permaculture training organisation that manages a growing network of smallholder farmers. In this three-legged partnership, Black Mamba gets organically grown ingredients, the farmers get a sustainable income, and the local ecosystems get restored with the use of regenerative agriculture methods. This brand, from a small country, packs a mighty punch, supporting over 1,000 individuals from rural communities. Through Black Mamba , Claudia has become a vocal activist for transforming food ecosystems with a simple yet powerful premise: food can only be truly good if it’s good for you, good for the planet, and good for the people who grow it and make it. Previously, Claudia worked in trade marketing and sales for Danone in Italy, and for Technoserve as a consultant, entrepreneurship coach and mentor. She holds an MBA from ESADE Business School and a Finance and International Relations major from Universidad Externado de Colombia. She is a fellow of Vital Voices (an organisation that works to elevate women’s leadership around the world) and The DO (a global platform for accelerating a new economy that is sustainable, innovative and equitable), a member of EY Winning Women (worldwide network of successful and inspiring women entrepreneurs) and of Ecco (Eswatini Climate Coalition). In 2020, Claudia received the Women in Africa Award for her work with Black Mamba . 2 EPISODE DESCRIPTION We hold a delightful conversation with entrepreneur and self-proclaimed food rebel Claudia Castellanos who takes us on the rollercoaster ride of growing an international business that started with her and her husband’s first sale of 400 bottles of chilli sauce from a tiny stand at a music festival in Eswatini, southern Africa. Have you ever had a secret family recipe that wowed all who got a taste of its magical concoction and thought - let’s package it, and sell it, and wait for the orders to roll in? When Claudia got a whiff of her husband Joe’s own forgotten chilli recipe, and a sniff of his compelling name of a potential brand for said recipe, Black Mamba , her marketing ears perked up and she thought exactly that. What follows is nothing short of a gutsy tale of what it really takes to turn a single recipe, on a fat-stained paper, into an international, super hot brand with a venomous bite. This, despite insisting on local production, permaculture training, organic certification, glass bottles, pure ingredients, fair prices and facing revolving staff at retailers, naysayers who don’t get it, crazy deadlines and serious competition from rows and rows of other chilli sauces sitting neatly on supermarket shelves. I have never thought of selling anything I have cooked or baked (though have thought many times of my mother-in-laws sought-after Christmas biscuits), and yet there were lessons here even for me - it’s about life, choices, serendipity, hard hard work, a never say die attitude and dare I say it, a good dose of optimism in a world not slanted in that direction. Claudia was very generous in her sharing of every detail. It is a rare insight into how a couple who knew nothing about retail, and manufacturing, in a country not known for its chillies, managed to build something truly special. If you need a touch of inspiration, and a load of really well-earned and practical business advice - this episode is for you! 3 SHOW NOTES 03:10 Eswatini is a small, lush landlocked country in southern Africa. It is bordered by South Africa on all sides, except in the northeast, where it shares a border with Mozambique. In 2018, the country formerly known as Swaziland officially changed its name to the Kingdom of Eswatini. This change was made to honour the country's 50th anniversary of independence from British rule and to reflect the nation's indigenous name, which translates to ‘land of the Swazis’. The greatest Queen Mother and Regent in Swati History was Queen Labotsibeni Mdluli, fondly known as Gwamile, the ‘Indomitable One’. She was an astute leader and diplomat, and unbeknownst to many, was part of the founding of South Africa’s political party, the ANC (then known as the SANNC) and helped fund the launch of its newspaper, Abantu-Batho . 07:30 MBAs Without Borders (MWB) is an international non-profit charity that empowers social entrepreneurs in developing countries by recruiting top global MBAs to provide on-the-ground consulting to small business owners and non-profits in Africa, Asia and Latin America. The programme embeds MBA graduates' business acumen and skills into local organizations, including NGOs, social enterprises, and development programmes. They provide consulting services to help these organizations improve their management, financial capacities, and access to capital, ultimately promoting economic growth. 07:53 Gone Rura l was founded by the late Jenny Thorne in 1992 (who first started small income-generation projects in the 1970s) with the mission of creating economic empowerment for rural women in Eswatini through basket weaving. It offers home-based work to over 700 rural artisans in often remote communities, and provides market access, product design, materials and training to the women in order to earn an income for their beautiful traditional handcraft. The brand has gone on to become globally recognized for producing high quality table ware, contemporary home products, lighting and woven wall art. 11:22 Technoserve is ‘a pioneer in leveraging the power of business and markets to create sustainable pathways out of poverty. At TechnoServe, over ’90% of our staff are from the countries where they work. This local expertise allows us to apply world-class analysis within the local context, designing and delivering tailored interventions. Our embedded approach addresses real adversity faced by real people, wherever they are.’ 12:37 ‘Le Cordon Bleu ’s name (blue ribbon in French) and logo are a direct reference to the French order of knights of the Holy Spirit, founded in 1578, also known as 'Chevaliers du Saint Esprit', whose members wore a medal suspended on a blue ribbon. The feast that followed the knighting ceremonies had a reputation for being very grand, and the food spectacular. Le Cordon Bleu school’s prestige in Paris in the early 20th century contributed to the expression of being a 'Cordon Bleu', meaning a talented chef. As Philéas Gilbert wrote in La Revue Culinaire in 1939, the lessons at Le Cordon Bleu symbolise culinary talent pushed towards utter perfection. It all began in 1895, when journalist Marthe Distel founded the first weekly culinary magazine of the period, La Cuisinière Cordon Bleu . The magazine had 20,000 subscribers. Marthe Distel rapidly came up with the idea of inviting subscribers to take part in free cuisine lessons, with chefs demonstrating recipes. The magazine reflected the great French bourgeois cuisine of that era but also demonstrated an openness to world cuisines as it was published in several languages.’ 14:07 The Bushfire festival is a diverse, inclusive and family-friendly music and arts festival set in the beautiful farmland and mountains of the peaceful Malkerns Valley in Eswatini. It is one of Africa’s largest multicultural gatherings. The first festival was held in 2007, with the goal of creating a platform for artists and addressing social and environmental issues. The festival's founders, Jiggs and Sholto Thorne, envisioned it as a vehicle for creative activism, encouraging dialogue and action on pressing challenges. The festival was sparked by small gigs at House on Fire , an event space built on the Thorne family farm. 22:38 Pick ’n Pay is a major retail business in the fast-moving consumer goods industry, operating over 2,279 stores across multiple formats in eight countries across Africa. It offers a wide range of products, including food, groceries, clothing, and general merchandise, across various store formats like supermarkets, hypermarkets, and online. The company has a significant presence in South Africa and other African countries, including Botswana, Lesotho, Namibia, Eswatini, Zambia, and Zimbabwe. In 2025 Pick n Pay had a total of 570 supermarkets, including company-owned, franchise stores, and hypermarkets. They employ 90,000 people across their company-owned and franchise operations. This number includes both Pick n Pay and Boxer employees. 24:08 Swazi Candles is a manufacturing company established in 1982 in Eswatini. Their ‘core business is candle making, both traditional paraffin wax as well as soya candle tea lights’. They are known for their vibrant use of colours and their unmistakeable patterns. Their colourful, handmade product range also features wax encased LED lights, pure vegetable glycerine soaps and maroela oil body balm. They export to over 20 countries. 27:14 Fair trade is trade between companies in developed countries and producers in developing countries in which fair prices are paid to the producers. ‘ Fair trade traces its roots to 1946 when Edna Ruth Byler, a volunteer for Mennonite Central Committee (MCC), visited an MCC sewing class in Puerto Rico, where she discovered the talent the women had for creating beautiful lace and the extraordinary poverty in which they lived despite their hard work.’ 29:10 USAID, an acronym for the United States Agency for International Development, was established by President John F. Kennedy in 1961 to administer civilian foreign aid programmes. It emerged from the merger of several existing foreign aid agencies and was tasked with promoting global economic prosperity, strengthening democracy and providing humanitarian assistance. . On 20 January 2025, US president Donald Trump issued an executive order to reevaluate and realign United States foreign aid, freezing all foreign aid for a 90-day review, effectively terminating many USAID projects around the world at short notice. 29:12 The U.S. Agency for International Development (USAID) Southern Africa Trade and Investment Hub (USAID TradeHub) engaged with partners across the region to increase sustainable economic growth, global export competitiveness and trade in targeted southern African countries. It supported these objectives by increasing exports from southern African countries to South Africa and the United States (under the AGOA ), boosting capital and technology flows from South Africa to other southern African countries and providing targeted trade facilitation support to Zambia. The USAID TradeHub worked with market actors to identify and resolve enterprise constraints and to implement sustainable solutions through market-based trade and investment facilitation services. The hub was based in Pretoria, South Africa, with resident representatives in Eswatini, Lesotho, Malawi, Mozambique, and Zambia. The programme worked with Botswana, Lesotho, Malawi, Mozambique, Namibia, South Africa, Eswatini and Zambia. 29:58 Burger King partnered with Black Mamba in 2012. 32:09 MasterChef Australia is an Australian competitive cooking reality show based on the original British MasterChef . The original MasterChef cooking competition series was created by British film director Franc Roddam, inspired by a desire to prove that the UK had talented home cooks. The first series aired on BBC in 1990, and the show has since become a global phenomenon with numerous international adaptations. Roddam conceived the idea after hearing people in Hollywood mocking British cuisine. He wanted to showcase the culinary skills of home cooks in Britain. The original series focused on amateur cooks competing to be crowned Britain's best. MasterChef has since been adapted in over 65 territories worldwide. 32:27 A bakkie is a colloquial term used in South Africa for a pickup truck. It's a very common and widely used term that originates from Afrikaans, where bak means ‘container’ or ‘tray’. 34:37 In South Africa, SPAR is a retail chain with a network of independently owned stores that operate under various formats like SPAR neighbourhood stores, SPAR Express (often at petrol forecourts), KWIKSPAR (convenience stores) and SUPERSPAR supermarkets. It is part of SPAR International, a global organisation that originated in the Netherlands in 1932 as DESPAR and followed a cooperative model aimed at leveraging collective purchasing powers for better deals. South Africa was the first country outside of Europe to join in 1963. 34:38 Checkers is a well-known supermarket chain in South Africa, owned by sister retailer and discount chain Shoprite since 1991. It was founded in 1956 by Norman Herber in Johannesburg and was later expanded and made successful by Raymond Ackerman. Checkers has 308 Checkers and Checkers Hyper stores in southern Africa, specifically in Botswana, Namibia and South Africa. Shoprite Group owns Checkers since 1991, and is ‘the largest South African retailer by market capitalisation, sales, profit, number of employees and customers.’ It operates in nine other African countries, employing 163,000 employees across 3417 stores. 35:04 Food Lovers Market , originally known as Fruit & Veg City, is a South African retail company with over 100 stores across southern Africa. Brothers Brian and Mike Copping opened their first Fruit & Veg store in Cape Town in 1993 and have overseen its expansion over a period of 30 years. It is a family business that transformed from a single fruit and veg store into South Africa's largest privately-owned retailer. The company incorporates sister brands like Food Lover's Eatery, FreshStop, FVC International, Seattle Coffee Company, Diamond's Discount Liquor, and Market Liquors. 40:18 GUBA - short for Grow, Unite, Build Africa - is ‘a social enterprise organisation dedicated to the advancement of diaspora Africans and Africans back home through various socio-economic programme and initiatives’. It was established in 2009 in Malkerns in Eswatini. At the heart of their work is permaculture ; a thinking tool for designing low carbon, highly productive human & environmental systems. Their focus is on abundant food systems, appropriate technologies, social innovation and support for local entrepreneurship. 40 :32 Regenerative agriculture , while having gained modern prominence recently, has deep roots in ancient and indigenous farming practices. It's a holistic approach to farming that emphasizes rebuilding soil health, increasing biodiversity, and improving water cycles, aiming to create a more sustainable and resilient food system. While the term itself is relatively modern, the underlying principles have been employed by various cultures for centuries. 40:38 W orld Vision is a Christian organisation that ‘empowers people out of poverty. For real. For good. Since 1950.’ The organisation was founded by Bob Pierce three years after he gave his last $5 in his pocket to help care for an abandoned Chinese girl in 1947. Originally based in the state of Oregon, the organisation at first focused on missions service for emergencies in East Asia. Today World Vision has ‘become the largest Christian international non-governmental organisation working in nearly 100 countries worldwide.’ It prides itself on protecting children and their rights in places where others dare not or cannot offer assistance. 57:12  HACCP, short for Hazard Analysis and Critical Control Points, is the internationally recognised risk-based system for managing food safety throughout the food supply chain - from food production and preparation processes, to packaging and distribution. It's a globally recognized method used to identify, evaluate, and control potential hazards throughout the food production process, from raw materials to consumption. Essentially, HACCP helps prevent, reduce, or eliminate biological, chemical, and physical food safety hazards. HACCP was initially developed in the 1960s by the Pillsbury Company for NASA to ensure the safety of food for astronauts. 01:00:00 Clicks is a retail-led healthcare group that was founded in 1968 by Jack Goldin in Cape Town, South Africa. Initially conceived as a drugstore, restrictive legislation in South Africa prevented the immediate realization of Goldin's vision for pharmacies within the stores. It wasn't until 2004 that the first Clicks pharmacy opened after legislation changed to allow corporate ownership of pharmacies. Today, Clicks is a leading health and beauty retailer with over 945 stores and over 730 pharmacies in southern Africa. Makro South Africa was established in 1971, the first Makro store to be opened outside of Europe after the founding of Makro by Dutch Conglomerate SHV Holdings and the German company Metro AG. It began as a wholesale operation, requiring a card for bulk purchases, but has since evolved into a retail giant open to the public. Makro became part of Massmart in 1990, which was later acquired by Walmart in 2011. 01:02 Partners in Food Solutions is an independent nonprofit organisation that links corporate volunteers from their consortium of food companies with promising entrepreneurs in 12 African countries. The nonprofit is committed ‘to improving food security, nutrition and economic development in Africa by empowering their employee volunteers to share expertise and a combined 700 years of food industry experience with dynamic and promising food companies throughout Africa'. 01:02:03 Gus le Breton's AfricanOptimist interview . 01:04 Mr Price Home is a division of Mr Price Group , which opened its first store as a clothing store in Klerksdorp in Johannesburg, South Africa in 1985. It added the Milady’s women clothing brand in 1987, the group’s linen chain Sheet Street in 1996, opened Mr Price Home in 1998 and Mr Price Sport in 2006. It acquired homeware retailer Yuppiechef in 2021 and athletic apparel retail chain Studio88 in 2023. The group runs 3030 stores across 9 divisions, with 2771 in South Africa and a further 259 across Africa. 01:07 Kentucky Fried Chicken is a chicken fast food brand started by Harland Sanders in the United States, who in old photos is recognisable by the white goatee, glasses and unique bow tie. After serving in the army (presumably up to the rank of Colonel) and trying his hand at several careers, he began running service stations in Nicholasville and Corbin, Kentucky. There, he started serving his fried chicken to interstate travellers, eventually perfecting the pressure cooker method and his ‘secret recipe’ of 11 herbs and spices. When he turned 40 in 1930, he bought a roadside motel in Corbin, and began serving his southern style chicken in its 6-seater restaurant. The first franchise opened 22 years laster in Salt Lake City in Utah. The original KFC bucket of chicken was created in 1957. KFC South Africa first entered the South African market in 1971 when it opened its first restaurant in Orange Grove in Johannesburg, after the CEO of KFC’s holding company visited the country to go on safari. It was one of the first fried chicken brands to establish a presence on the continent. Initially, KFC had a mix of company-owned and franchised outlets. However, due to US legislation in 1987, the company had to divest its 60 company-owned stores to a South African holding company. The franchised outlets were not affected by this divestment. KFC reacquired its former assets when sanctions were lifted in 1994. Today KFC has the widest global footprint of any fast food brand with 30,000 restaurants in 150 countries. 01:19 Sarah Dusek's AfricanOptimist interview 01:19: 56 A case for Optimism , a beautifully penned piece of writing by previous WIRED editor Kevin Kelly on the value of and the necessity for optimism. I found this piece after thinking of the AfricanOptimist brand name, and love that Kelly nails it with these words: ‘In the long run, optimists shape the future.’ As Kelly says it, to be a pessimist is easy, because you judge based on the past, but optimists are truly the doers and makers of the future. 4 TIME STAMPS 00:00 Introduction to the African Optimist Podcast 00:23 Claudia Castellanos: The Birth of Black Mamba 01:21 Values Over Profit: The Philosophy Behind Black Mamba 02:52 Claudia's Journey: From Colombia to Eswatini 12:04 The First Recipe and Launch at Bushfire Festival 21:19 Building the Brand: Challenges and Successes 31:01 Expanding Distribution and Overcoming Obstacles 39:34 Sourcing Chillies from Smallholder Farmers 42:36 High Value Crops and Farmer Partnerships 43:59 Initial Farmer Reactions and Market Access 46:38 Challenges and Solutions in Crop Production 54:50 Scaling Production and Food Safety 01:09:41 Recipe Development and Product Innovation 01:17:10 Future Challenges and Optimism 5 TRANSCRIPT AfricanOptimist ep13 Claudia Castellanos TRANSCRIPT .pdf Download PDF • 127KB Back to top ^ More on Claudia Castellanos and Black Mamba Claudia Castellanos on LinkedIn Black Mamba website

< Back to all guests #12 Dr Thebe Ikalafeng - The African who travelled from his small town in Kimberley, to the top of Kilimanjaro, to the rest of the continent. 5 December 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Thebe Ikalafeng is an award-winning pan-African marketer and brand strategist, who is widely recognised as the leading advocate of a brand-led African renaissance. He believes Africa’s brands - and all they represent about the innovative spirit, resilience and creative nature of Africans across the continent - are particularly effective in creating a positive image of the continent and are fundamental to its economic growth. Thebe kick-started his career in marketing with multi-national Colgate-Palmolive in New York, following the completion of his BSc in Business Administration (cum laude) in 1992, and his Master in Business Administration at Marquette University in the United States in 1993. In February 1994 he returned to South Africa to work for the Colgate-Palmolive office in Johannesburg, and worked for Sun International, among other corporates, before becoming the Chief Marketing Officer for Nike in Africa in 1996. At Nike he would go on to win numerous local and international awards with the Johannesburg-based ad agency The Jupiter Drawing Room for their pioneering Nike campaigns that promoted South Africa’s Rugby World Cup winners, the Springboks. Thebe left Nike in 2002 to start his own company the Brand Leadership Group , the first African-founded specialist branding agency that to this day is committed to ‘building, growing and protecting brands in Africa’. Under his leadership, the company has shaped the identities of major organisations and institutions, including MTN, Transnet and the African Union, as well as several African governments. He went on to establish Brand Africa in 2009 as a ‘non-profit non-governmental vehicle to proactively drive a brand-led African agenda’. Brand Africa officially launched in 2010 with the Brand Africa Forum, hosted by Brand South Africa, to ‘assess and leverage the impact the equity of the first World Cup in Africa for the African brand’. Since then, the non-profit focuses on promoting and celebrating African excellence to counteract the negative and misinformed stereotypes and perceptions that continue to damage the continent economically. Its flagship programme, the annual Brand Africa 100 : Africa's Best Brands' initiative , ranks the most admired brands across the continent, and analyses their popularity against their global counterparts. The research, in partnership with Kantar and Geopoll, is the only and most cited study and reference of brands in Africa and has become an influential annual benchmark of excellence for brands operating on the continent. In 2020 Thebe founded the Africa Brand Leadership Academy (ABLA) to identify and grow a network of talented youth leaders to create lasting social impact and contribute to the growth of the continent. In 2021 he completed his Master of Laws (LL.M) at the University of Turin in collaboration with the World Intellectual Property (WIPO), the United Nations special agency on Intellectual Property. He subsequently created Africa Intellectual Property Partners , a law advisory practice that ‘protects, manages and enforces’ intellectual property rights in Africa. Thebe has been a frequent speaker at forums such as the World Economic Forum and the African Union, where he advocates for an ‘Africa first’ approach, urging African leaders to create their own narratives about their people, places and products, and to determine their own agenda. He has received over 75 awards for his contributions to branding and leadership since he was first awarded by Marquette University American Marketing Association for marketing excellence upon graduation in 1992. His many accolades include being recognised as one of the ‘100 Most Influential Africans’ by New African Magazine in 2013 and 2015, and one of ’50 African Titans’ by the UAE’s Networking Group in 2022 and ‘Most Reputable Africans’ by UK’s Reputation International in 2023. In 2021 he received the Lifetime Achievement Award from South Africa’s Financial Mail and in 2022 the Lifetime Achievement Award from the Public Relations Institute of Southern Africa. He was was honoured as one of ‘100 Most Influential Creative People of African Descent’ by the United Nations in the International Year of the Creative Economy for Sustainable Development in 2021. In 2023 Thebe received an EMY Africa Special Recognition Award in Ghana for driving a brand-led African agenda and in 2024, Thebe was awarded two honorary doctoral degrees, from the University of South Africa and the University of Johannesburg respectively, for exceptional contributions to branding in Africa. He has served on diverse private and public sector boards for over 25 years, including Mercantile Bank (15 years), South African Tourism (10 years), World Wide Fund for Nature (WWF) (10 years) and Foodcorp (3 years). He is a member of the Sol Plaatje University council, PSI board and WWF Nedbank Green Trust. In his book, The Traveller , launched in October 2024, Thebe writes about the evolution of his marketing career, from his early studies to the ‘great African adventure’ that led him to ‘discover the true spirit and identity of the continent’ when he travelled to every single country in Africa. Globally he has travelled to 120 countries and every continent in the world, from the Arctic in Greenland to Antarctica. These travels have been beautifully captured in an online archive of photos, alphabetically organised by country and include adventures like trekking with the rare silverback gorillas on the Virunga mountains in Rwanda and Uganda and summitting Mt. Kilimanjaro in Tanzania, Mt. Sinai in Egypt and Mt. Elbrus in Russia. 'While it sounds exciting to say I've travelled from the Cape to Cairo, and from the South Pole in Antarctica to the North Pole in Greenland, there was ultimately a greater purpose. As Jessica Nabongo, who travelled to every UN member country in the world noted, few black people have taken these roads less travelled. 'We're so used to seeing the world through the lens of white men,' she said. 'There's obviously some uniqueness in the experiences that we have, as we exist in the world, as very different people.' (Thebe Ikalafeng, excerpt from The Traveller ) 2 Episode Description Meet the founder of Brand Africa, Dr Thebe Ikalafeng. Once decked out in immaculate corporate suits, he is now a walking celebration of African creativity and haute couture, a mentor to many a young talented creative bubbling up through the entrepreneurial ranks and a passionate promoter and protector of all things branded African. Much is written and broadcast about this award-winning marketer. But now he has written a book in which he is the teller of his marketing tales and his turn away from corporate and big brand marketing towards marketing an entire continent. This episode delves into some of the key moments that marked this journey. We cover his pursuit of excellence from an early age, his ‘almost career’ as an accountant, studies in the United States before South Africa became a democracy and why when destiny calls, your only job is to listen and follow. We explore his time as Nike’s Chief Marketing Officer for Africa, and why he turned his back on some big money in the corporate world to focus solely on promoting African brands. We then dig deeper into what a brand-led African Renaissance means, why it is so important for African leaders to ‘put Africa first’ and rally behind a 'Buy Africa Act' that is currently in draft form. We also cover the founding of his organisation Brand Africa , and the insights of its flagship programme, the Brand Africa 100 survey (and how he created it from scratch) and why the survey consistently has shown ‘how Africans say one thing, and do another’ instead of buying African products. He emphasizes the importance of visiting African countries for oneself, and why he decided to visit every single country on the continent following a conversation with Samsung Africa CEO KK Parks. Thebe does not suffer fools lightly and looks to a future filled with action, rather than backward, in regret. Asked about where he gets the energy from to do what he does, he laughed and said, ‘You sleep when you’re dead.’ He is a whirlwind of action, who epitomises his own mantra. Through his travels, his organisations, his insights and regular talks, Thebe has shown us all another side of what happens up and down the continent, and is one of the most passionate and knowledgeable advocates for African brands you will ever meet. Settle in for a fantastic listen to the life of the Traveller of Africa and the globe, Dr Thebe Ikalafeng. 3 Show Notes 00:00:53 The Springboks - known locally as The Bokke (Afrikaans for The (Spring)Bucks) - is the name of the South African national rugby team. They made their World Cup debut in 1995 when the newly democratic SA hosted the tournament in their country. The team, under the captaincy of Francois Pienaar, defeated the All Blacks in the final (15-12), a moment which is remembered as one of the greatest in SA's sporting history. The movie Invictus , starring Matt Damon as team captain Pienaar and Morgan Freeman as Nelson Mandela, captured the run-up to the winning moment. The movie was based on the 2008 book Playing the Enemy: Nelson Mandela and the Game That Made a Nation by British journalist and author John Carlin. 00:01:53 GQ Magazine (South Africa): Industry Icon of the Year 00:02:07 Thebe's Instagram account 00:02:15 Thebe Ikalafeng launched his book The Traveller in October 2024. 00:03:35 The Jupiter Drawing Room closed its doors after 30 years in business and helped launched a 100% black owned agency called Black Powder (as in 'gunpowder') shortly after. 00:05:21 'Chariots of Fire' Nike ad 00:05:27 Rassie Erasmus is the coach of South Africa’s national rugby team, the Springboks. Erasmus played for the Springboks as a loose forward in 36 Tests between 1997 and 2001 and also captained his country on one occasion, against the Wallabies in 1999. He is renowned for his innovative coaching strategies and passionate leadership, which culminated in South Africa's 2019 Rugby World Cup victory. 00:05:46 Graham Warsop was the founder and chair of the Jupiter Drawing Room and was inducted into the Loeries Hall of Fame in September 2013 for the contribution he ‘made to the South African industry over the past 25 years, and the role that he has played in shaping its reputation globally’. 00:06:30 Keith Rose founded Velocity Films with US producer Barry Munchick in 1990, a production company that was responsible for some of South Africa’s most memorable ads , including the iconic Chapman's Peak ad for Mercedes-Benz , and the mouse on the steering wheel ad for BMW . 00:07:42 1981 Academy Award winner Best Original score, Vangelis' Chariots of Fire 00:08:18 Thebe was awarded for his 'Aptitude in Marketing' at the American Marketing Association Awards for Students at Marquette University in the United Sates in 1993. 00:10:33 Mandela walking with his wife Winnie Mandela on the day of his release from prison on 11 February, 1990 after 27 years of being imprisoned fo r opposing South Africa's apartheid system. 00:11:25 Urgency around 1994: On the 27 April 1994 South Africans voted in the country's first democratic elections in which South Africans of all races could vote. In that election, Nelson Mandela was sworn in as president on 10 May 1994. 00:14:39 South African Breweries Limited (SAB Limited) and hotelier, Sol Kerzner, partnered to create Southern Sun Hotels (Southern Sun), the largest hotel group in the southern hemisphere at the time. Southern Sun commenced operations with six hotels, including the iconic Beverly Hills Hotel in uMhlanga Rocks, Durban, and was subsequently involved in the development of many of the most prestigious hotels of the era, including the Cape Sun, Sandton Sun and Sun City. Southern Sun expanded through the acquisition and development of hotels in South Africa and neighbouring countries, throughout the 1970s and early 1980s. The casino interests of Southern Sun, including the newly built Sun City operations, were separated from its hotel business into what later became Sun International. 00:17:39 MTN is Africa’s largest mobile network operator providing voice, data, fintech, digital, enterprise, wholesale and API services to 288 million customers in 17 markets. 00:18:07 Vodacom is a leading African connectivity, digital and financial services company. The Group, including Safaricom, serves over 200 million customers spanning the consumer and enterprise segments. From its roots in South Africa, it has grown to include operations in the DRC, Egypt, Ethiopia, Kenya, Lesotho, Mozambique, and Tanzania. Its mobile networks cover a total population of over 500 million people. Vodacom is majority-owned by Vodafone (65.1% holding), one of the world’s largest communications companies by revenue. 00:22:12 Unisa's roots (and by extension, that of higher education in South Africa) date back to 1873 when the University of the Cape of Good Hope was founded, initially functioning as an examining body in the British colony for higher education. In 1916, the university changed its name to the University of South Africa and in 1918 it relocated to Pretoria. In 1946, it became one of the first public universities in the world to teach exclusively by means of distance education. 00:22:21 Standard Bank Group is a commercial bank headquartered in Johannesburg, South Africa. The bank was founded in 1862 as a South African subsidiary of the British overseas bank Standard Bank, under the name Standard Bank of South Africa. Standard Bank Group is the largest African bank by assets and earnings. and has a presence in over 20 sub-Saharan African countries, four global centres, and two offshore hubs, with a focus on emerging markets 00:22:58 Professor Stella Nkomo is a Professor in the Department of Human Resource Management in the Faculty of Economic and Management Sciences at the University of Pretoria. She holds an MBA and Ph.D. in Business Administration. Professor Nkomo is a former Scholar-in-Residence at the Bunting Institute of Harvard University and Visiting Scholar at the Tuck Business School of Dartmouth College (USA). Her internationally recognized research on diversity, human resource management, and leadership and in organizations has been published in numerous journals and edited volumes. 00:23:24 AfricanOptimist Episode #1 Efosa Ojomo - About the 'Prosperity Paradox', disruptive & market-creating innovations and why capital has to be patient in Africa . 00:25:50 Professor Barney Pityana is a South African human rights lawyer and theologian who served as the Principal and Vice-Chancellor of Unisa from 2001 to 2010. He was one of founding members of the South African Students' Organisation, and an important figure in the Black Consciousness Movement with Steve Biko, a popular voice of Black liberation in South Africa between the mid 1960s and his death in police detention in 1977. 00:26:09 The FIFA 2010 World Cup was held in South Africa from 11 June to 10 July 2010. 00:26:18 “The African story, like its history, has always been left to the world to interpret and shape. This initiative is about Africa shaping its own destiny,” said founder of the Brand Africa initiative, Thebe Ikalafeng. Brand Africa Forum Press Release, 2010 on the inaugural Brand Africa Forum in 2010. 00:26:46 Jay Naidoo is a prominent South African anti-apartheid activist, trade unionist, and politician. He played a crucial role in the struggle against apartheid as the founding general secretary of the Congress of South African Trade Unions (COSATU) and later served as a minister in Nelson Mandela's government. 00:27:34 London-based Kantar is the world's leading marketing data and analytics business and an indispensable brand partner to the world's top companies, including 96 of the world's 100 biggest advertisers. 00:28:26 brand-led African Renaissance Ikalafeng, T. (2021). Inspiring a brand-led African revolution . In Dinnie, K. “Nation Branding – Concepts, Issues, Practice.” (Third Edition). United Kingdom: Routledge., pp AND Ikalafeng, T. (2021). Brand Africa 100: Africa’s Best Brands – A 10 year Reflection on Brands that are driving the African Renaissance. In:Kgomoeswana, V. ”Africa Bounces Back.” South Africa: McMillan., pp 427 – 434 00:29:18 Anholt & Co. is Simon Anholt’s government advisory practice. Over the last twenty years, the firm has worked with the presidents, prime ministers, monarchs and governments of over 60 countries, cities and regions, as well as their tourist boards, trade and investment promotion agencies, cultural departments and other state and non-state bodies, helping them to engage more productively and imaginatively with the international community. 00:31:28 Dangote Cement is a Nigerian Cement manufacturer and is the largest cement manufacturer in sub-Saharan Africa. It is known for quality, innovation and a strategic approach to sustainability Dangote Cement Plc (DCP) is a Nigerian cement manufacturer and distributor that operates in many countries across Africa Dangote Industries Limited is a diversified and fully integrated conglomerate with an annual group turnover in excess of US$4 billion (2016) with vibrant operations in Nigeria and Africa across a wide range of sectors including cement, sugar, salt, condiments, packaging, energy, port operations, fertilizer, and petrochemicals. Aliko Dangote, a Nigerian businessman and philanthropist, is the founder and CEO of the Dangote Group conglomerate Aliko Dangote, Africa's richest person, founded and chairs Dangote Cement, the continent's largest cement producer with a real time net worth of $11.1 bn 00:32:20 Brand Africa 100 - view the Top 100 most admired brands in Africa in 2024. Brand Africa was launched in 2010 with a Brand Africa FORUM, an international gathering of global and African decision makers, thought-leaders, influencers and youth on 16 September 2010 in South Africa immediately post the 2010 FIFA World Cup. The agenda of the first Brand Africa FORUM was to assess the impact of and leverage the equity of the first World Cup in Africa for the African brand. 00:32:46 GeoPoll 'provides remote, mobile-based research solutions throughout Africa, Asia, and Latin America, and is the global leader in revolutionizing data collection across the three continents. Since their inception in 2012, when they pioneered the first mass survey in the Democratic Republic of Congo via text message, GeoPoll has continuously evolved to deliver unparalleled data quality to humanitarian organ izations, governments, and leading brands.' 00:35:38 Dr Ali Mazrui was a Kenyan-born American academic, professor and political writer on African and Islamic studies and North-South relations. With a Kenyan government scholarship, he completed his BA with distinction from Manchester University in Great Britain in 1960, his M.A. from Columbia University in New York in 1961, and his doctorate (DP hil) from Oxford University (Nuffield College) in 1966. After his studies he became Head of the Department of Political Science, Dean of the Faculty of Social Sciences and Dean of the Faculty of Law at the Makerere University in Kampala. He was forced into exile in the US in 1973 and worked at Stanford University for two years before moving to the Political Science Department at the University of Michigan, where he stayed for 17 years. In 1989, he was appointed to the Albert Schweitzer Chair in the Humanities at Binghamton University where he founded the Institute of Global Cultural Studies, of which he was the Director until he retired on 1 September 2014. He was a prolific writer, find a list of some of his writings here . He was awarded the Order of Companions of O.R. Tambo in Silver for ' his intellectual contribution focusing on Africa, Islam and North-South relations, and for putting the African continent on the pedestal, unearthing and laying bare the grandeur of Africa.' Ali Al'amin Mazrui died in New York, at the age of 81. 00:37:00 ' Agenda 2063 : The Africa We Want' is the African Union blueprint and master plan for transforming Africa. 00:38:09 The African Continental Free Trade Area (AfCFTA) was signed in Kigali, Rwanda on 21 March 2018 , during the 10th Extraordinary Summit of the African Union (AU) Assembly of Heads of State and Government. The agreement was brokered by the AU and was signed by almost 50 AU member states. The signing ceremony was described as a historic moment for the continent. The agreement entered into force on May 30, 2019. 00:38:44 Th e original Buy American Act was passed in 1933 and applied to Federal Government buys for its own use, and applications within the US borders (i.e., an overseas naval base would not be under this provision). The law was primarily created in an att empt to restart the United States economy following the great depression. The Build America, Buy America ( BABA) act was enacted in 2021 as part of the Infrastructure Investment and Jobs Act (IIJA). 00:39:29 The book Epic in America was written by James Trulow Adams , an American writer and historian. He popularized the phra se the American Dream in his 1931 book The Epic of America . 00:40:30 How we got to Made in China 00:42:2 Amapiano is a South African music genre that combines elements of house, jazz, kwaito and lounge music . Amapiano originated in the townships of South Africa in the 2010s. The word amapiano is Zulu for 'the pianos'. 00:42:35 Maxhosa Africa is a South African knitwear brand founded in 2010 by Laduma Ngxokolo, originating in 'the desire to explore knitwear design solutions suitable for amakrwala (Xhosa initiates). The vision began by creating a modern Xhosa-inspired knitwear collection suitable for this market. Laduma, having gone through this process, felt compelled to develop premium knitwear in celebration of traditional Xhosa aesthetics.Through accessing and playing with the astonishing power of traditional Xhosa beadwork patterns, symbolism and colours, MAXHOSA AFRICA was born. The brand opened its first boutique in New York in February 2024. 00:42:45 Missoni is an Italian luxury fashion house known for its colorful knitwear designs founded by Ottavio and Rosita Missoni in 1953. 00:43:42 WIPO was established in Geneva in 1967 and provides services that enable creators, innovators and entrepreneurs to protect and promote their intellectual property (IP) across borders and acting as a forum for addressing IP issues. 00:45:31 Thebe founded the African Brand Leadership Academy in 2010 to ' sharpen brand leadership skills required to respond to African conditions'. 00:45:56 The Africa Intellectual Property Partners practice 'helps established and emerging businesses, creative community and individuals in Africa and beyond to identify their valuable brand assets, enforce their rights, and protect them against predatory, abusive and illegal abuse; to develop strategies to leverage and maximise those rights, and to develop policies for their acquisition, use and management. 00:49:43 The book The Prosperity Paradox: How Innovation Can Lift Nations Out of Poverty , was written by Clayton Christensen, Efosa Ojomo and Karen Dillon who posit that the right kind of innovation not only builds companies—but also builds countries. The Prosperity Paradox identifies the limits of common economic development models, which tend to be top-down efforts, and offers a new framework for economic growth based on entrepreneurship and market-creating innovation. Interested in more, listen to AfricanOptimist Episode #1 Efosa Ojomo - About the 'Prosperity Paradox', disruptive & market-creating innovations and why capital has to be patient in Africa 00:50:37 For more than 20 years, the Edelman Trust Barometer has 'studied the influence of trust across society — government, media, business, and NGOs — to shape conversation, drive results and earn action '. 00:55:34 L. Ron Hubbard was an American author and founder of Scientology, a controversial religious organization. His book Dianetics: The Modern Science of Mental Health introduced his theories on the human mind and spirit. 00:55:47 Erma Bombeck 'became a household name in the 1970s and 1980s. She spoke for the women of an entire generation, revealing that being a housewife and a mother came with its own sets of concerns, and wasn’t necessarily a glamorous occupation. She wrote with hilarity and wit'. 00:56:48 KK Park served as the first president of Samsung Africa's headquarters for three and a half years . During his tenure, he began projects to help the company achieve its corporate social responsibility goal of impacting the lives of five million people across Africa by 2015 . 00:57:27 An excerpt from Thabo Mbeki's opening speech at the Tourism Indaba held in 2003 in Durban. 'It would be very foolish for me to try to teach you, the delegates, anything about tourism. Rather, I would like to speak to you as a tourist - the beneficiary of the services that you offer. You will pardon me if I speak too much about South Africa. But it may be that what I might say might be of more general application. To let you into a secret, with the request that all of you keep this strictly to those of us who are in this hall, I have been considering asking our government to give me sabbatical leave for one year. I would then use these 12 months to tour South Africa and Africa. I would travel incognito, necessarily using an assumed name, which would be Wolfgang Schmidt, born somewhere in Bavaria, in the Federal Republic of Germany.' Mbeki goes on to what can only be described as a love letter to Africa, by listing all the places he would want to visit if he could go on sabbatical. Do yourself a favour and read the whole speech. It makes you understand how one-sided the regular reports on Africa are, and why Thebe took the decision to go see the continent for himself. 00:58:26 Chinua Achebe was a Nigerian novelist, poet, and critic who is regarded as a central figure of modern African literature. His first novel and magnum opus, Things Fall Apart (1958), occupies a pivotal place in African literature and remains the most widely studied, translated, and read African novel. Read this beautiful tribute from one of my favourite online platforms to understand his place in literature and the power of his voice and this , which I am so happy I stumbled upon. 4 Time Stamps 00:00 Introduction to the African Optimist Podcast 01:12 From Promoting Africa 01:33 Affirmations of African Identity 02:25 The Journey of Self-Discovery 02:55 The Book: A Different Perspective on Africa 03:31 Marketing Mastery with Nike 05:16 Iconic Campaigns and Creative Risks 07:41 A Passion for Marketing 09:32 Life and Studies Abroad 11:04 Returning to a New South Africa 12:36 Following One’s Destiny 16:39 Corporate Offers and Entrepreneurial Decisions 20:23 Building African Brands 26:06 Branding Africa: The World Cup and Beyond 27:06 Redefining Africa's Agenda Through Branding 28:20 The Power of Brands in Shaping National Identity 29:54 Challenges and Opportunities in Branding Africa 32:11 Establishing the Brand Africa 100 Metric 34:51 The Gap Between Trust in African Products and Buying African Products 37:58 The Importance of Intra-Africa Trade 40:00 Learning from Global Branding Success Stories 43:21 The Role of Intellectual Property in African Branding 45:11 Personal Contributions to African Branding 48:28 The Need for Political Will and Local Agenda-Setting 56:03 Thebe’s Journey Across Africa and Its Impact on him 59:53 Countering Negative Narratives with Optimism 01:01:51 Conclusion 5 Transcript africanoptimist Transcript ep 12 Thebe Ikalafeng .pdf Download PDF • 134KB Back to top ^ More on Thebe Ikalafeng Contact Follow on Instagram Read more on Thebe Ikalafeng's website Videos Why Africa isn't where it ought to be and what we need to do , Thebe Ikalafeng, TEDxAccra 2021 Watch the launch of the 2024 Brand Africa 100 event, presenting South Africa's Best Brands and the Top 30 Brands that have shaped South Africa's identity and competitiveness over the past 30 years. Watch an interview with Thebe at the launch of Brand Africa in 2011. Watch a collection of video interviews with Thebe on his website. Magazine DREAM IT, DO IT, Thebe Ikalafeng's African Odyssey , Your Luxury Africa, pp16-19, July 2023, Portraits by Trevor Stuurman Book HE SAID IT highlights from the episode 'There were no surprises. There were affirmations. There were validations in my travel across the continent, and the affirmations were, we’re a truly proud people. We are an entrepreneurial people, we're a creative people, we're a welcoming people . I felt validated as an African.' 'I said, ‘Let's just make it simple. Let's ask Africans a simple question: What is your most admired brand? And we focus on admiration because admiration is anchored on a couple of things. Love what you love. Trust what you trust, and respect what you respect. That's admiration. So the things you admire, you admire them because you love them, you trust them and you respect them. So we said, let's use that as a metric, a simple metric.' '64% of Africans believe in Africa, but only 20% buy Africa. So that stat to me has never escaped me from the time it started, 'cause it said, Africans say one thing, but they do another .' And Jay Naidoo said at that forum, ‘Everybody has got an agenda for Africa, but Africa doesn't have an agenda for Africa.’ 'All summits about Africa should be held in Africa. We should be going there, to their countries, to talk about what we can get out of them. They should be coming to ours on what they can get out of us, and it should be in equitable relationships. Right now, it's not equitable.' Our job is to listen and our job is to watch. And our job is to read, because destiny is incredible. Destiny attracts you. There's a pull to destiny. You don't have to do much, you just have to follow. 'The African Union Building was built by the Chinese. The African Union programme is funded over 70% by the West and the East. There is no way in hell we're in charge of our agenda. Until we can create our own money, we'll never be able to change what I'm talking about. ' 'I've always been the same person. I've never changed. I don't sell my achievements. I focus on results. I focus on change and results and telling stories that contribute to a better society. ' Listen to the full episode:

< Back to all guests #3 Sipamandla Manqele - Exploring African wholefoods, being seen as a 'fallen soldier', adding Africa to the global banquet table and connecting conscious consumers with small-scale producers 14 January 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Sipamandla Manqele is a food alchemist, transforming wholesome African ingredients into delicious, nutritious - and convenient - products that are good for both people and the planet. With her company, Local Village Africa (co-owned with partner Mmabatho Portia Morudi), she is contributing to creating a more sustainable and equitable food system, one plate at a time. The company sources and distributes a variety of African ingredients, including legumes , local honey and ancient grains , and produces a range of products from gluten-free flours , superfood powders and snack bars from the same ingredients. The long-term aim is to create a network of African agripreneurs to supply equitably sourced and sustainably grown indigenous African ingredients, which Local Village Africa then processes and packages into products for discerning consumers. It’s a win-win situation for both ends of the value chain, as the company connects mindful consumers with ethical producers, while promoting demand for more resilient crops and sustainably produced food from the continent. Local Village Africa works with cooperatives and small-scale farmers and offers training, support and access to new markets. The company creates products that cannot be found in mainstream retail spaces, and process the indigenous ingredients into convenient cans or packets for easy consumption. Their signature products can be found on their online shop and at various health shops, including Jacksons Real Food Market and Food Lover’s Market . They have also managed to gain shelf space at selected Dischem and Checkers stores in South Africa. Before Sipamandla took a partner on board, she was included in the Mail & Guardian's 200 Young South Africans to watch in 2019 , a nod to Local Village Africa’s potential and inevitable growth. Both business partners are part of a growing group of passionate advocates pushing for the importance of indigenous African crops for Africa's food sovereignty and development. And for African food to take its rightful, hitherto often neglected, place at the Global Banquet Table. 2 Episode Description In this episode, Sipamandla Manqele shares her journey in building the business ‘Local Village Africa’ and outlines the challenges that startups like her face, and how she solved for them. During the conversation, she speaks passionately about the value of indigenous African foods. She makes a convincing argument for why we should source, but more importantly, process, local ingredients so that they become convenient to use and easy to incorporate into our daily living. A lot of R&D has gone into Local Village Africa’s products, and in this episode, Sipamandla shares what she found, and what she has produced as a result of her investments in time and money. All we can say is: Watch this space. 3 Show Notes 02:04 Local Village Africa 04:13 Quinoa is considered a seed but is eaten like a grain. It is a highly nutritious crop containing more protein than most other plant foods. It orginates from the Andes, where it is referred to as the ‘golden grain of the Andes’ or the ‘mother grain’. FAO The International Year of Quinoa 2013 04:14 Soy ‘The dramatic and sustained exponential growth in world soybean production is unequalled by any other crop in the world.’ 04:15 Maize and Grace: History, Corn, and Africa's New Landscapes, 1500-1999 04:23 Black-eyed bean (also known as black-eyed peas or cowpeas) 04:24 Bambara / Nyimo / Izindlubo . ‘Legume crops such as Bambara are a cheaper source of protein, and it is one of such crops that can provide the much-needed protein and other important nutrients such as zinc and iron to low income groups of people in the country. …Bambara groundnuts out-yield other grain legume crops, such as groundnuts, in less favourable environments. Moreover, its resistance to the effects of climate change and its ability to yield reasonably well when grown in unfavourable environments, and without artificial fertilizers means that it is particularly suitable for the low-input agricultural production systems in the drought-prone regions where it is mostly grown.’ An underutilized Leguminous Crop for Global Food Security and Nutrition. 05:11 Cassava 05:17 South Africa’s Heritage Day 24 September 05:32 Visual representation: What are the most produced cash crops in Africa? Here are the 5 most produced cash crops in Africa 05:54 Teff is one of the earliest domesticated plants. Teff is native to the Horn of Africa , and one of the earliest domesticated crops, with estimates on its domestication as far back as 4000 B.C. The name teff is thought to come from the Amharic word for 'lost' because the seed is easily lost due to its small size. Did the Dutch 'steal' this African food? 05:59 Injera is an Amharic term for Ethiopian bread similar to a pancake, made usually from teff. Injera is thin, prepared from teff flour, water and starter (a fluid collected from previously fermented mix) after successive fermentations. It is a traditional common ethnic staple food consumed in all parts of Ethiopia and Eretria and some parts of Somalia. Whose Injera is it anyway? 07:16 The Bamana people, also known as Bambara (video link) are one of the largest Mande ethnic groups in West Africa, residing primarily in Mali with smaller populations in neighboring countries. Renowned for their strong cultural identity, agricultural prowess and artistic expression, the Bamana have played a significant role in shaping the history of the region. 08:12 ‘Pap en Vleis’ - A South African favourite dish, consisting of a stiff maize porridge and grilled meat 08:55 How Sushi went global Japanese marketing of Sushi and a History of Sushi 10:40 Local Village Africa canned foods and snack bars 11:56 Lusikisiki is a town in the Eastern Cape Province of South Africa. According to 2020 statistics, Lusikisiki has a poverty rate of 73%, which is higher than the provincial average of 67%. This means that nearly three out of every four people in Lusikisiki live below the poverty line. Lusikisiki is part of the Wild Coast coastline , ‘renowned for being one of the most beautiful places on the planet’. 13:08 Madumbe or Taro root : Before the Columbian exchange of crops, it was the most widely grown food crop on the planet and also known as the world's oldest crop 14:20 Nigerian author: Chimamanda Ngozi Adichie 14:57 Fonio - ‘the seed of the universe’. The Fonio Cookbook . In this landmark cookbook, chef Pierre Thiam, a native of Senegal, celebrates fonio, an ancient "miracle grain" of his childhood that he believes could change the world. 16:02 How did the Russia - Ukraine war trigger a food crisis? 16:32 The Strange History Of Potatoes And The Man Who Made Them Popular 18:49 Morogo recipe 18:32 Sadza recipe 18:36 Umqa - Hearty easy quick pumpkin recipe (video) and Umqa video goes viral 19:22 Melon (egusi) seeds soup recipe from Nigeria 20:28 Baobab 20:29 Amaranth 26:37 Costs and Benefits of oligopolistic competition in South Africa 26:44 Spaza shops are small informal neighbourhood convenience stores, often run out of homes. A guide to launching a Spaza shop business 27:50 Melrose Arch is an upmarket mixed , office, retail and accommodation precinct in Johannesburg, South Africa 28:12 Rosebank Sunday Market is a modernised flea market that trades on Sundays from the upper parking lot of the Rosebank Mall, found in Johannesburg, South Africa 33:41 Food Miles / The Food Miles Calculator / The Farmer’s Perspective. Bridging the Last Mile to Market 34:21 Driven to Waste: The Global Impact of Food Loss and Waste on Farms / Save one third: tackling food loss and waste in Southern Africa and beyond 34:30 Facing the Facts: Challenges and constraints facing small-scale agricultural productivity in South Africa / The FAO Smallholder Farmers Data portrait The smallholder farmers' dataportrait is a comprehensive, systematic and standardized data set on the profile of smallholder farmers across the world. (In Africa: Ethiopia, Ghana, Kenya, Malawi, Niger, Nigeria, Uganda, Tanzania) 38:23 Former South African Prime Minister Hendrik Verwoerd is often quoted as telling Parliament in 1954: “Blacks should never be shown the greener pastures of education, they should know that their station in life is to be hewers of wood and drawers of water.” though I cannot find the original speech online. Grateful if anybody can send it through if they have it. 42:02 Hibiscus / The month of the hibiscus 43:14 South African Food regulations / Food Advisory Consumer Services Summary / the South African Foodstuffs, Cosmetics and Disinfectants Act: Regulations: Governing hygiene requirements for food premises, the transport of food and related matters / Starting a food business in South Africa / People’s Food Sovereignty Act 46:48 Recipes from Local Village Africa 46:58 Chef Mokgadi Itsweng and her Veggielicious cookbook 47:28 African Banquet table book 47:34 Cassava 49:40 Triple Bottom Line / 25 Years Ago I Coined the Phrase “Triple Bottom Line.” Here’s Why It’s Time to Rethink It. 53:10 The Gini Coefficient was developed by Italian statistician Corrado Gini (1884–1965) and is named after him. It is typically used as a measure of income inequality, but it can be used to measure the inequality of any distribution – such as the distribution of wealth, or even life expectancy. 54:22 UCT - University of Cape Town / University of KwaZulu-Natal / University of Fort Hare - all in South Africa 01:01:03 Food Lover’s Market 01:03:03 Jackson’s Real Food Market and Eatery 01:03:04 Farm Table 01:03:10 Local Village Africa Online Shop 01:03:13 Faithful to Nature Online Shop 4 Time Stamps 02:36 Understanding Local Village Africa 03:47 Exploring Local Village Africa’s range of African indigenous products 04:50 Background on Indigenous Foods in African communities 06:08 The Significance of Sourcing Ingredients from Africa 07:57 The Absence of African Foods in the Global Banquet Table 10:30 09:52 Promoting Traditional Indigenous Foods 11:45 The Origin and Early Beginnings of Local Village Africa 15:29 The Challenges and Successes of Promoting Indigenous Foods in Retail 22:40 The Importance of Community Development and Local Farming 33:35 The Decision to Not Become a Large-Scale Farmer 34:05 Tackling the Last Mile: From Farm to Table 34:51 The Vision and Strategy: Bridging the Gap 35:04 Empowering Communities: Training and Development 36:11 The Importance of Small Scale Farmers 36:27 Challenges in Working with Untrained Farmers 36:36 The Power of Partnership in Business: Splitting Efforts for Success 37:38 The Complexities of working with Communities 38:11 Breaking the Cycle: Overcoming the Poverty Mindset 38:45 The Local Village Africa Approach to Empowering Communities 40:57 Sourcing Farmers in Other Countries 43:00 The Entrepreneurial Journey: Challenges and Learnings 45:40 Targeting the Conscious Consumer 49:36 The Triple P Business Model: Balancing Profit, Planet and People 53:54 Advice for Young Entrepreneurs: Embracing Humility and Patience 59:57 The Future of Local Village Africa: Vision and Goals 01:01:15 The Ups and Downs of Entrepreneurship 01:02:53 Where to Find Local Village Africa Products 5 Episode Transcript AfricanOptimist#3 Sipamandla Manqele Transcript .pdf Download PDF • 133KB Back to top ^ Recipes from Local Village Africa Greek Sorghum Risotto with Parsley Pesto, Feta, Olives Bambara Nut Chilli Con Carne Further interesting background info The Lost Crops of Africa Vol I GRAINS (free view or download) From the book description: " When experts were asked to nominate African food plants for inclusion in a new book, a list of 30 species grew quickly to hundreds. All in all, Africa has more than 2,000 native grains and fruits—"lost" species due for rediscovery and exploitation." The Lost Crops of Africa Vol II VEGETABLES (free view or download) The Lost Crops of Africa Vol III FRUITS (free view or download)

< Back to all guests #5 Hamza Chaham - on how SOWIT is bringing digital technology to African farmers and what it takes to get AI powered tools into the hands of smallholder farmers, the real hope for food security on the continent 18 February 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Moroccan Hamza Chaham is the young co-founder of SOWIT , an agritech company offering real-life data to farmers and key decision-makers along the agri value chain. The SOWIT tech platforms power mobile apps that provide farmers with actionable insights regarding their land, to help them efficiently manage their farms and optimize their productions. The company also provides data to help mitigate risk, manage investments, and influence performance. Chaham is pushing ‘precision agriculture’, farming based on actionable data that can reduce waste on inputs and increase yields through improved data-driven decision-making. The data is drawn from an array of AI powered 'tools' and offers data via subscriptions to mobile apps with a fee based on the amount of hectares under review. SOWIT also provides a bundle of services that go beyond the AI info delivered daily to farmer's phones via WhatsApp and voice messages, to include the credit orchestration and real-life support from agents trained in Agritech but living in the communities that are part of SOWIT's areas of operation. SOWIT’s overall mission relies on modelling tailored decision support tools to achieve the highest value in order to fit African farmers' needs and local conditions. SOWIT is currently incorporated in Morocco, France and Senegal. Notably, Hamza is co-author of the landmark report published by the African Union entitled “ Drones on the horizon: Transforming Africa’s Agriculture ”. The report forms the basis upon which the AU Executive Council issued the Decision EX. CL/Dec. 986-1007 (XXXII), recom mending all Member States harness the opportunities offered by drones for precision agriculture. In 2018, he was recognised as the Marshall German Fund and Policy Centre for the New South Emerging Leader. Chaham was also the former head of international development at AIRINOV. In 2006,Chaham enrolled at Lycée Lyautey au Maroc, where he pursued a Baccalauréat degree in scientific specialization in mathematics, which he completed in 2009. H amza completed this program in 2009. In 2012 Hamza enrolled at HEC Paris and pursued a degree in Grande Ecole, where he completed his studies in Management in 2016. During his time at HEC Paris, in 2013, Hamza participated in an exchange programme at the University of Texas in Austin, where he studied Business Administration. In 2015 he also took part in another exchange programme at the University of the Witwatersrand in South Africa where he focused on his Master of Business Administration (MBA). 2 Episode Description In this episode, we could have focused on the tech side of agriculture with agripreneur Hamza Chaham, because it is digital technology that is really turning agriculture into an exciting scientifically based business. And his company, SOWIT, is using AI powered tools like sensors and probes, trackers and drones, in their work with farmers, government and food producers to successfully help optimize yields. For Hamza, however, this is not where the hope for food security lies. Agritech involves powerful tools, but it is the farmer who ultimately needs to use them. And given that the majority of smallholder farmers grow their crops on a mere 12% of the worlds farmland, yet feed 80% of people in Asia and sub-Saharan Africa, it is with these smallholder farmers, where tech can have the biggest impact in the future. But how to get this tech into the hands of farmers, who often are not digitally savvy and rely on traditional methods to grow their food? That is the focus of today’s insightful conversation with Hamza as he shares his journey to understanding that the farmer, is at the centre of the push for innovation and food security, not technology. 3 Show Notes [00:01:24] SOWIT - bridging the information gap across the agri value chain [00:01:50] ‘Frontier technologies for smallholder farmers', United Nations, Department of Economic and Social Affairs, November 2021 [00:05:29] ‘Parrot pulls plug on airinov’ , Future Farming, July 2019 [00:23:42] Social Media: 84% of Moroccans Use WhatsApp in 2021 (Survey) [00:24:34] The general adult literacy rate in Morocco was 77% in 2022 , compared to the estimated 40% literacy rate among Moroccan farmers. [00:31:40] World Bank - some interesting reading [00:31:42] IFC 4 Time Stamps [00:00:47] Podcast intro [00:02:24] Interview begins - About SOWIT [00:03:16] SOWIT’s intangible offer: information, not inputs and equipment [00:05:18] Increase in demand for data-driven agri info in the last 10 years [00:09:58] Daily problems that farmers face [00:11:58] How Hamza made the transition from being a drone tech man to farming [00:14:11] At which point Hamza realised he was going to focus on smaller farmers [00:16:02] What SOWIT does when it arrives on a farm [00:20:05] Reactions to the tech by farmers [00:21:46] How farmers interact with technology [00:25:01] SOWIT’s business model [00:28:59] SOWIT’s subscriptions and bundles [00:29:31] How does the subscription model work [00:31:29] Who is funding the whole bundle? [00:32:57] Long-term funding solution - de-risking farmers to bankers [00:34:59] How Hamza sees risk [00:38:04] Farmers within the value chain - how others in the value chain must share the burden of farmers if they want to benefit from their labour [00:42:33] Give an example of where SOWIT has had an impact [00:46:59] What difference has SOWIT made on the ground [00:50:10] What does the increase in knowledge do for the farmer [00:52:28] Where SOWIT operates in Africa [00:53:46] The challenge with scaling up and plans to head south [00:56:13] The low moments in Hamza’s entrepreneurial journey [00:57:40] Why people should be excited about what SOWIT is doing [00:58:37] What Hamza would tell people who say 'nobody wants to go into farming anymore’ [00:59:40] What are stereotypes or prejudices that people have about Morocco that Hamza wants to put to rest [01:01:48] Interview ends 5 Transcript FIN AfricanOptimist EP5 Hamza Chaham Transcript .pdf Download PDF • 189KB Back to top ^ More on Hamza Chaham and SOWIT: Publication (contributing research by Hamza Chaham) Drones on the hor izon, transforming Africa's Agriculture , AU & Nepad Videos by SOWIT SOWIT's YouTube channel Press coverage of SOWIT and Hamza Chaham Articles and videos

< Back to all guests #4 GG Alcock - how the informal economy can disrupt the formal economy, how humans are not dots and slashes and how we are incentivised to be successful not brave 04 February 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio GG Alcock provides advisory services on the inner workings of 'Kasinomics', a hybrid slang term for township economies ( kasi meaning township, short for lokasie ( Afrikaans for location ) and informal economies. He was the former CEO of the specialist marketing company Minanawe for over 20 years, which led mass marketing and mass activations in this informal space. He and his team used their combined street smarts and intimacy with township life and culture to create numerous campaigns that rolled out in these areas post-1994 - South Africa’s first year of democracy - before the company was sold to French multinational Publicis. GG’s services have been used by local and multi-national companies to help them gain a foothold in the untapped markets of townships, especially as these urban areas emerged from the economic constraints placed on black business owners during apartheid. His extensive experiences across various townships have been captured in his two books, Kasinomics and Kasinomic Revolution (both published by Johannesburg-based TraceyMcDonald Publishers ) and paint a picture of a vibrant, strategic and hard-working space that is often misunderstood by mainstream media and corporates trying to capture a broader market. He has been an activist, a shebeen owner and an entrepreneur a couple of times over, but it is his unique upbringing in a rural Zulu village that sets him apart from others in his field. By his own admission in his first book, Born White Zulu Bred , it is not so much the fact that he speaks Zulu fluently that allows him to access places closed to most white South Africans but that he grew up immersed in Zulu rural life and culture, providing him with a unique perspective afforded to few white South Africans at the time (and even now). ‘I grew up in deep poverty on the banks of the Tugela River. My home was a mud hut with no running water beyond the river that ran below the rocky terrace on which our hut was built. The river was our bath and our laundry. My brother and I were as barefoot and brown as the local Zulu kids and we grew up as Zulus.’ -GG Alcock in Kasinomics 2 Episode Description GG Alcock is not a new voice commenting on the South African economy, but is a voice that bears repeat hearing, as there are still many people, myself included, who do not know what is happening in these informal economies or if we do, understand how and why they tick as they do. As somebody who has a foot each in the informal and the formal economy, and because of his unique upbringing and ‘first-person’ understanding of Zulu culture, he is in a unique position to be a messenger on both, to both sides. The conversation covers a wide range of topics, and includes his thoughts on the misunderstood stigma of South Africa being the most unequal country in the world, what the biggest import - hair extensions! - tells us about our economy, why families from other countries seem to dominate the spaza sector, and how rich township business owners would rather go cashless and pay tax, than bear the risk of storing and carrying millions of rands, in cash. He focuses on why South Africans have reason to be optimistic about their country, how the many economic activities in the townships should be celebrated rather than misrepresented, and why he thinks the formal sector needs to watch out for the ‘revolution that is being unleashed’ by their informal counterparts. He ultimately invites you to remove the prejudices and stereotypes that keep being perpetuated about these informal spaces, to see a space that has the potential and power to liberate the South African economy as a whole - and across the continent, where similar informal spaces hold the same key. Although the term ‘Rainbow Nation’ has been mocked and cast aside as a fake construct, I still quote GG down below because I believe that this quote captures best where his heart lies. ‘This book is about the revolution taking place in this sector, about the unquantified scale and the power of this as an economic engine for countries - and most importantly, as a means of life and success for the majority of our low income populations.’ GG Alcock in Kasinomic Revolution . Elsewhere, in Kasinomics , he writes that: 'There is no glamour in poverty and the drive to escape the poverty I grew up in was a powerful incentive.' It is this upbringing that incentivises GG's interest in seeing the informal sector thrive. 3 Show Notes 00:07 The Matrix is a 1999 science fiction movie and depicts a dystopian future in which humanity is unknowingly trapped inside the Matrix, a simulated reality that intelligent machines have created to distract humans while using their bodies as an energy source. 01:04 Msinga lies about 3 hours inland from Durban in the KwaZulu-Natal Province of South Africa 01:11 Born White, Zulu Bred 01:15 Kasinomics & Kasinomic Revolution 04:00 Daily Maverick is a South African daily online publisher serving up a blend of news, investigations, expert political analysis, and opinion. Not usually associated with ignorant headlines. 04:09 Shoprite is the largest supermarket retailer in Africa, with over 150,000 employees operating in 3,326 stores across the continent. Read their timeline , watch an interview with 'Shoprite King' Whitey Basson or watch an interview with the author of the book 'The Rise and Rule of the Shoprite King' 04:15 Watch 'Good Business' , a documentary about Pick ’n Pay and its founder, Raymond Ackerman. Imdb movie description: 'A man's fight to build an ethical company in an unethical country. The true story of Raymond Ackerman's commitment to grow Pick 'n Pay retail chain, birthed during South Africa's apartheid regime and coming of age in the countries freedom.' Quite a description. 04:46 The Story behind Time's cover in Inequality in South Africa . 04:58 Page 29, Figure 8.1, in the 2021 SA General Household Survey shows that slightly more than eight-tenths (83,6%) of South African households lived in formal dwellings in 2021, followed by 11,7% in informal dwellings, and 4,2% in traditional dwellings. 05:22 Khayelitsha means 'New Home' in isiXhosa (one of South Africa's 12 official languages - it added sign language in 2023) and lies about 30 km outside of Cape Town. 05:32 Read Factfulness - Ten Reasons we are wrong about the world and why things are better than you think. " Factfulness: The stress-reducing habit of only carrying opinions for which you have strong supporting facts." 08:39 A Stokvel is a type of credit union in which a group of people enter into an agreement to contribute a fixed amount of money to a common pool weekly, fortnightly or monthly. This financial system is not unique to South Africa, and exists worldwide. They are also known as Chama in Swahili-speaking East Africa, Tandas in South America, Kameti in Pakistan, Partnerhand in the West Indies, Cundinas in Mexico, Ayuuto in Somalia, Hui in China, Gam’eya in the Middle East, Kye in South Korea, Tanomoshiko in Japan and Pandeiros in Brazil – to name but a few examples. 08:53 ‘Dis kak!’ Afrikaans (one of South Africa's 12 official languages) for ‘That’s bull@#$%^! You are talking rubbish.’ 09:13 StatsSA . 2021 General Household Survey - p.29 Figure 8.1 shows that slightly more than eight-tenths (83,6%) of South African households lived in formal dwellings in 2021, followed by 11,7% in informal dwellings, and 4,2% in traditional dwellings. 09:32 The Gift of the Givers Foundation is the largest disaster response non-governmental organisation of African origin on the African continent. 10:09 Had never heard of this before, am adding it to the reading list: Heineken in Africa 13:01 Spazas. Small convenience stores, often selling staples like bread, milk, cold drinks and cigarettes (staple?:) ), mostly run from homes. I looked for a good definition. Loved this one, from Bogosi Mothshegwa : Spaza Shop Lessons, Lesson #1 : 'Always squeeze the bread 🍞 at the bottom. And check the date if you must' , whose family ran one of these shops, which he likens to 'a mini Pick-n Pay, Checkers or Woolies'. ' It is as convenient as convenient can get. We sold everything, at the same time, there wasn’t everything to buy. It’s the craziest thing, if you desperately needed something, sometimes you wouldn’t find it, but again, you’d find anything and everything you needed.' The term spaza is from the isiZulu language, meaning hidden or camouflaged. Spaza shops are now legalized on the condition that they obtain a trading license in accordance with Business Act 71 of 1991 ) . South African spaza shop market bigger than Shoprite 13:23 The Nielsen Company is an information, data, and market measurement firm. New York based, it a ttempts to provide its clients with valuable insights into global consumer behavior and marketing information. 14:27 Kota - slang word derived from the 'quarter' loaf of white bread that serves as a delicious, carb-loaded, dense 'bowl' containing any number of various artery-clogging and fat-drenched fillings that make it the most satisfying cheap shareable fast food to come out of South Africa. 14:28 Shisanyamas - Follow Bloomberg's Shisa Nyama index for a real picture of the impact of South Africa's inflation. For those who dream of opening a shisanyama business, a first step: A guide to launching a shisanyama business in South Africa . 15:15 Mogodu Mondays 15:21 Tripe is made from the stomach lining of animals and is widely used as a source of low-cost protein. Look at the picture in the link and then understand why GG laughs at my face of, well, horror. I used to look all neutral about tripe, cos it's very uncool to say you don't like it, just like it's uncool to say you don't like oysters. But that phase has passed. 17:03 Fruit & Veg City (established in 1993 in Cape Town and now known as Food Lover's Market ) is a large retail supplier of fresh produce. 'At the heart of the business is a keen desire to be the best green grocers, butchers, cheesemonger and fishmongers'. From their website. 17:09 City Deep Fresh Produce market - now known as the Joburg Market - is the largest fresh produce market in Africa, measuring a total of 65 000m2. Trade takes place in three warehouse-like food hubs (the Fruit Hub, the Potato & Onion Hub and the Vegetable Hub) and four of the halls are populated by wholesalers who sell smaller quantities of the commodities traded at the market. 19:04 Vetkoek , also known as amagwinya, is deepfried bread that is crispy on the outside and warm and fluffy on the inside. They were introduced to South Africa by the Dutch, though I really struggled to find any great info on its history. If you have any, please share! 19:05 Dombolo is steamed bread which can either be made as a loaf or as dumplings. Find the recipe in Dorah Sitole's 40 years of iconic foods . 21:25 ‘Carrying a Checkers’ - in the Dictionary of South African English : ' any plastic supermarket packet with handles', evolved over time because of the ubiquitous packets from Checkers, one of South Africa's largest retail stores. Talk about marketing for free! 21:33 Chappies - South Africa's iconic bubble gum made to outsell America's pink Wicks gum. 25:13 ‘Sissies’ - a derogatory slur for someone who is regarded as cowardly. Of British origin, in the mid-1800s. 25:23 Hearing Grasshoppers Jump - the Story of Raymond Ackerman . Raymond Ackerman is a South African retail icon because he turned Pick 'n Pay into one of South Africa's largest supermarket retailers after buying four stores from the founder in the 1960s. He came from a retailing family; his father Gus founded Ackermans clothing group after World War 1. The Ackermans retail group was later sold to competitor Greatermans, which started the supermarket group Checkers, now part of bigger rival Shoprite. It is at Greatermans where Ackerman started his career in retail, when he was also put in charge of launching the Checkers supermarkets. 28:06 Hawkers are informal traders, often of fruit and vegetables, but also of baked or cooked goods as well as snack foods. 'Don't treat hawkers as a nuisance, they feed the city's poor communities, cheaply and efficiently.' I couldn't believe when I saw that: Hawkers need a licence to operate in Johannesburg . 28:21 Baragwanath taxi rank is a busy taxi rank opposite the Baragwanath hospital in Soweto, Johannesburg. It is 1.4 km long and 50 m wide and has been accurately described as a 'mall without walls' due to the many hawkers that line the rank's road. 30:19 South Africa's 1998 Competition Act and the Competition Commission Rules 34:11 ZCC Church is one of the largest African initiated churches in Southern Africa and the second in Africa. It was founded by Bishop Engenas Barnabas Lekganyanein in 1910 and is known for its distinctive blend of Christian and traditional African religious practices. Lekganyane wanted to establish a Christian church that would accept the lifestyle, culture, political development, and history of Africa. Listen to some beautiful hymns on the official ZCC Youtube channel. 34:14 The Nazareth Baptist Church (Church of Shembe) religion is a combination of Zulu culture and Christianity that has been based on the old testament of the Bible. It is the second largest African initiated church in South Africa and was founded by Isaiah Shembe in 1911. Shortly after the church's founding, Shembe acquired the farm in KwaZulu-Natal that became his holy city of Ekuphakameni. He also established an annual pilgrimage to the sacred mountain of Nhlangakazi, 85km north of Durban. He was noted for his 'dramatic healings, vivid parables and uncanny insights into people's thoughts' . He composed music, wrote many moving hymns , and provided his followers with a rich liturgical tradition based on modified forms of traditional Zulu dancing. 39:13 Model C schools - former white schools in South Africa, that admitted students of all races under the guidance of their governing bodies. This category no longer exists. 40:44 Listen to Efosa Ojomo in AfricanOptimist Episode 1 . 42:05 Tolaram Group and their journey 42:24 Sandton Square, first built as a brutalist high rise building in 1973 and now known as Nelson Mandela Square, is a high-end shopping centre situated in the rich Johannesburg suburb of Sandton. It is marketed as the richest square mile in Africa due to the highest number of millionaires living in this area , as well as being the base for the Johannesburg Stock Exchange and most of South Africa's leading banks and law firms. The 2023 Wealthiest cities report revealed that Johannesburg, home to 6.2 million people, hosts 14,600 high net-worth individuals, thirty of them being dollar centi-millionaires and two are dollar-billionaires. 43:11 Kantar is a London-based and 'the world's leading marketing data and analytics business and an indispensable brand partner to the world’s top companies, including 96 of the world’s 100 biggest advertisers the world's.' 44:33 Snail soup or 'Ofe ejula,' is 'a highly revered delicacy among the Igbo people of Nigeria. Ofe Ejula is quite pricey in African restaurants because snails are hard to find.' 44:56 The history of instant noddles (there is even a museum about it! 46:00 Maggi is an international brand of seasonings, instant soups, and noodles that originated in Switzerland in the late 19th century through Swiss entrepreneur Julius Maggi. The Maggi company was acquired by Nestlé in 1947. 50:43 Unilever is a British multinational fast-moving consumer goods company founded in 1929 following the merger of British soap maker Lever Brothers and Dutch margarine producer Margarine Unie. It is headquartered in London, and employs 127,000 people across the world and represents over 400 brand names in 190 countries. As far back as 1883, the UK founder launched Sunlight Soap, a South African kitchen cleaning staple. Omo is Unilever's largest detergent brand and used extensively across Africa. 53:37 Harvard Business School interview with Nando's co-founder Rob Brozin about Nando's. 54:21 Michael House is a private senior school for boys founded in 1896 by the Anglican Church in KwaZulu-Natal, South Africa. 57:18 Tiger Brands is a South African packaged goods company and one of South Africa's oldest ongoing businesses, having started in Newtown, Johannesburg, in 1921. It has produced some of South Africa's most consumed brands, including Jungle Oats, Mrs Ball's Chutney, All Gold Tomato Sauce and Black Cat Peanut Butter. In addition to the company's South African operations, Tiger Brands has direct and indirect interests in international food businesses in Chile, Zimbabwe, Mozambique, Nigeria, Kenya, Lesotho and Cameroon. Corporates move into township economy . 59:45 Value-added tax (VAT) is collected on a product at every stage of the supply chain where value is added to it, from production to point of sale. Currently stands at 15% in South Africa. 01:00:48 Shop2Shop is a South African company founded in 2017 ' Providing informal business owners with better working capital solutions that create opportunities to run a safer and more profitable business. 01:00:49 The Flash Group is 'a South African fintech that strives to make people's lives easier by using technology'. 01:00:50 Kazang 'makes it safe and easy for spaza shops and informal traders to sell prepaid airtime, data, electricity and other services from their devices or the Kazan mobile app. 01:01:31 Selpal - a South African FinTech company that operates specifically in the township and informal economy, or the “Unseen Economy”. 01:02:47 Capitec - Harvard Business Review on ' How Capitec Became South Africa's biggest Bank '. 01:02:48 Standard Bank was established in Port Elizabeth, South Africa, in 1862, then known as The Standard Bank of British South Africa. It started doing business in a tent in Johannesburg, then known as Ferreira's Camp, in 1886, when it became the first bank to open a branch on the Witwatersrand gold fields. 01:02:50 Yoko is a South African fintech start-up offering solutions designed specifically for small business. ' In South Africa, 70% of the adult population use bank cards as their primary form of financial transaction, yet at the same time, fewer than 20% of small businesses are set up with the hardware and technology to accept cards as a form of payment.' 01:04:11 The Unemployment Insurance Fund (UIF) in South Africa gives short-term relief to workers when they become unemployed or are unable to work because of maternity, adoption and parental leave, or illness. It also provides relief to the dependants of a deceased contributor. Pay as you earn (PAYE) or Employees’ Tax refers to the tax required to be deducted by an employer from an employee’s remuneration paid or payable. 01:04:21 ' Business registration in Rwanda typically takes a maximum of 3 days if all the required documentation and information are provided accurately and in a timely manner.' Ease of setting up business in South Africa . 01:04:31 The Companies and Intellectual Properties Commission (CIPC) does registration of companies, co-operatives and intellectual property rights (trademarks, patents, designs and copyright) and maintenance thereof. 4 Time Stamps 01:47 Challenging pessimism: A different perspective on South Africa's economy 02:33 Misconceptions of inequality and unemployment in South Africa 05:39 About perspective: understanding media bias and historical bias 07:29 Examples from township economies 09:56 The Informal Economy: A closer Look at the success stories 12:41 Understanding the consumer: The key to success in the informal economy 12:57 The evolution and success of the spaza sector 28:01 Cooperative competition and an intimate understanding of your customer key in the informal sector 33:09 ‘Counter-Revolutionaries’: the cost of ignoring the township market 34:18 The power of township youth 34:52 Palesa - success of a young township entrepreneur 35:33 ‘Bluetooth’ in township schools - good business 36:23 Misconceptions about township youth 37:45 The success story of a township hair salon owner 38:15 Difficulties in changing stereotypes 40:43 The success of Indomie noodles in Nigeria 41:08 Successful campaign of launching Parmalat cheese slices into townships 49:31 How black business owners struggle to get loans for their business, but not cars 58:08 The importance of recognising the informal economy; ignore at your own peril 01:04:43 The future of the informal economy 01:08:09 The revolution in the informal economy 01:10:06 The importance of financial and legislative support to the informal economy 01:10:11 Conclusion: the power of opening your eyes 5 Episode Transcript AfricanOptimist EP4 GG Alcock .pdf Download PDF • 163KB Back to top ^ Article Lucrative informal economies in our midst , Heather Dugmore GG Alcock, Author & Businessman , the Legacy Project Video The Township Economy. 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< Back to all guests #14 Lita Miti-Qamata - From Local to Global: How African Entrepreneurs and Creatives Can Protect Their Ideas and Commercialise them 4 August 2025 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 GUEST BIO Lita Miti-Qamata is a Partner and IP lawyer at Adams and Adams, one of Africa's leading law firms. Based in Johannesburg, she's been practicing since 2010 after earning her LLB from the University of the Western Cape. Lita specializes in helping brands navigate the complex world of intellectual property across Africa. Her work spans trademark litigation and prosecution, brand commercialization, domain name disputes and the increasingly important areas of internet and social media law. She regularly advises multinational companies in fashion, technology, and energy on protecting and enforcing their brands throughout the continent. Beyond her corporate work, Lita is deeply committed to making IP accessible to smaller businesses through pro bono projects and educational initiatives. In 2025, she joined the board of Lawyers for the Arts, South Africa, furthering her mission to support creative entrepreneurs. Her client roster includes some remarkable success stories. She's been the legal counsel for fashion designer Thebe Magugu since he won the prestigious Louis Vuitton Prize for young designers in 2019. In 2023, their professional relationship took an unexpected turn when Thebe asked Lita to model one of nine dresses in his Heritage Collection for British Vogue—each dress celebrating a different South African culture through the 'Mother and Child' motif. Adams and Adams was founded in Pretoria in 1908 by Harry Adams, the son of English missionaries, the firm has grown from its humble beginnings to become a continental powerhouse. Today, it operates 23 associate offices across Africa, with intellectual property as its flagship practice alongside dispute resolution, commercial, and real estate law. 2 EPISODE DESCRIPTION Two years ago, Mita stood up at an IP workshop in Johannesburg, pulled out a Coke can, and made intellectual property law make sense to me for the first time. ‘Everything you need to know about IP is right here on this can,’ she said, and then delivered the clearest explanation of trademark law probably everyone in that room had ever heard. I knew right then I had to get her on the podcast. Here's something that might surprise you: while ‘protect your IP’ has become a rallying cry among African entrepreneurs and business owners, African brands account for just 2% of the world's 11.6 million trademark filings. There's clearly a gap between knowing we should protect our intellectual property and actually doing it. In this conversation, IP lawyer Lita Miti-Qamata from Adams and Adams walks us through why that Coke can holds the key to understanding intellectual property protection. She explains why Coca-Cola's CEO would grab the company's trademark certificates before anything else if their building was on fire, and tells us how bizarre it can get - somebody actually managed to trademark the smell of freshly cut grass. This is the first episode in our IP series. Lita breaks down the five types of intellectual property you can protect, then takes us deep into trademarks: what they are, how to apply for them, how to think strategically about international protection, and why having a long-term IP strategy isn't just legal housekeeping—it's essential for building real wealth over time from your ideas. If you've ever felt overwhelmed by intellectual property law or wondered whether it's worth the effort, this conversation will change how you think about protecting the intangible assets that could—and should—become your most valuable business assets. 3 SHOW NOTES 00:51 Thebe Ikalafeng is the founder of the Brand Leadership Group (a multi-disciplinary branding advisory group at the intersection of strategy, creativity and intellectual property law) and Brand Africa (a non-profit pan-African movement for a brand-led African agenda). He also pioneered the ‘ Brand Africa 100: Africa’s Best Brands’ initiative, widely referenced as the definitive barometer of brands in Africa. Listen to him on AfricanOptimist episode 12 . 00:58 Africa accounts for a small portion of the global trademarks , representing only 1.9% of the world’s 11.6 million trademark filings. In 2023, Asia led with 66.7%, followed by Europe with 17.2%, Latin America and the Caribbean with 7.1% and Northern America at 5.8%. 02:05 Adams & Adams is 'Africa’s largest intellectual property law firm with an award-winning commercial, real estate and dispute resolution law practice. They are 'a gateway to African markets, with a network of over 200 legal professionals working in four major cities in South Africa and 23 associate offices across Africa.’ 02:09 Intellectual property (IP) refers to creations of the mind, such as inventions, literary and artistic works, designs and symbols, names and images used in commerce. IP is protected in law by, for example, patents , copyright and trademarks , which enable people to earn recognition or financial benefit from what they invent or create. By striking the right balance between the interests of innovators and the wider public interest, the IP system aims to foster an environment in which creativity and innovation can flourish. 02:46 The workshop was held on 12 June 2024, organised by Lawyers for Arts South Africa (LASA), and hosted by Bowmans with the support of Adams & Adams. (I am peaking out at the back right.) 05:35 The Coca-Cola trademark is a multifaceted legal protection for the company's brand elements. It includes the iconic Spencerian script logo, the distinctive bottle shape, and other visual and verbal trademarks. The company has been diligent in protecting its trademarks, engaging in legal battles to prevent infringement and maintain brand integrity. 06:26 The red on the soles of Christian Louboutin shoes were inspired by his assistant painting her fingernails red while he was reviewing prototypes in his Paris workshop. 06:38 In 1999, the first Community Mark for a smell was granted to Vennootschap onder Firma Senta Aromatic Marketing of Holland. It registered ‘the smell of cut grass’ for tennis balls (though the trademark seems to have expired). And for those interested in all things tennis, there is more IP in a game of tennis than first meets the eye. 07:38 Trade secrets are intellectual property (IP) rights on confidential information which may be sold or licensed. Trade secrets encompass both technical information, such as information concerning manufacturing processes, pharmaceutical test data, designs and drawings of computer programmes, and commercial information, such as distribution methods, list of suppliers and clients, and advertising strategies. 09:16 A patent is a form of intellectual property that grants an inventor exclusive rights to their invention, typically for a limited period, in exchange for publicly disclosing the invention. The patent holder has the right to exclude others from making, using, selling or importing the invention without permission. In essence, a patent provides legal protection for new and useful inventions, encouraging innovation and technological advancement. In South Africa, ‘individuals may file their own provisional patent applications. It is however, advisable for applicants to seek the assistance of the patent attorneys. If a provisional patent application is filed, the strength and scope of protection ultimately obtained will depend on the wording and content of the description of the invention.’ For an invention to be patentable, it must meet the following criteria : it must be novel (new and confidential), must have an inventive step and must be capable of being used or applied in trade, industry or agriculture. 09:58 The design of a product is often as important as the product itself. ‘ Design registration is an area that is often underestimated and ignored by local designers. Registering a design obtains strong statutory protection for a period of up to 15 years. This protection grants exclusive rights for the designer to manufacture, import and/or use the design and prevents others from doing so. There are two types of design which can be registered in South African: aesthetic and functional designs.’ 14:06 ‘ Copyright is a property right to a work that has been created and exists in material form, such as a song or film. The principle of any kind of property is that the owner may use it as they wish, and that nobody else can lawfully use it without the owner’s authorisation. Copyright protection affords the copyright owner certain exclusive rights which enable the copyright owner to exploit the copyright work for financial gain and to stop unauthorised exploitation by third parties.’ 19:17 Vetkoek is a traditional South African fried dough bread. It is similar to the Caribbean Johnny cake, the Dutch oliebol, and the Mexican sopaipillas. It is also known by the Xhosa and Zulu name igwinya. The word vetkoek literally means 'fat cake' in Afrikaans and has its roots deeply embedded in South African history. Try this vetkoek recipe ! 19:24 Sandton is known as Africa’s wealthiest square mile, and is considered the financial centre of Johannesburg. The suburb of Sandton was established in 1969 when Sandton (a combination of the two suburbs Sandown and Bryanston) was promulgated as a municipality in its own right. However, it lost its status as an independent town after the re-organisation of South African local governments when Apartheid ended. It is the home to the largest stock exchange in Africa and is home to numerous corporate headquarters. 19:29 Cape Town is the legislative capital of South Africa. It is the country's oldest city and the seat of the Parliament of South Africa. It is often referred to as ‘The Mother City’ by locals and boasts some of the most stunning natural beauty to be found anywhere on the globe. 21:04 A title deed is a legal document that serves as proof of ownership for a property. It's the official record that confirms who owns the land or house and includes details like the property's description, owner's information and any restrictions. It's essential for buying, selling or transferring property and is kept by the Deeds Office, or by a financial institution until a mortgage or bond is fully paid off. 22:25 Adams and Adams is a law firm founded in Pretoria, South Africa, in 1908. 26:36 The CIPC , the Companies and Intellectual Property Commission, is an agency of the Department of Trade, Industry and Competition in South Africa. 29:26 The Nice Classification is an international system used to categorize goods and services for trademark registration purposes. It divides goods into 34 classes and services into 11 classes, totaling 45 classes. This system, established by the Nice Agreement, ensures consistency in trademark applications and helps streamline the registration process across different countries. 37:02 The ‘first to file’ rule in trademark law means that the person or entity who files a trademark application first, regardless of whether they were using the mark before others, generally has priority in obtaining trademark rights. This contrasts with the ‘first to use’ system, where priority is based on who was first to actually use the mark in commerce. In South Africa, first-to-use is generally superior to first-to-file; however, it is easier for owners to enforce registered trademarks than their common law equivalent, as trademark registration is prima facie proof of national ownership and validity. Ownership of a trademark is established on a first-to-use basis. Registration is not mandatory to establish rights. Owners of unregistered trademarks may rely on common law rights, acquired through use, to challenge later applications for registration. 38:30 OAPI is the Organisation Africaine de la Propriété Intellectuelle, a union of 17 predominantly French-speaking countries which was formed when the former Libreville Accord (concluded in 1962 by 12 countries) was revised in Bangui in 1977 and the Bangui Agreement was concluded. The Accords of Libreville and Bangui established common intellectual property laws and a single Intellectual Property Office, situated at Yaoundé, Cameroon, to have effect in all member countries. View map of IP requirements across Africa. 38:42 A Community Trademark, now known as a European Union trademark (EUTM), is a single trademark registration that provides protection across all 27 member states of the European Union. It's a way to secure trademark rights throughout the EU with a single application, rather than needing to register in each country individually. 39:53 WIPO stands for the World Intellectual Property Organization. It is a specialized agency of the United Nations that works to promote the protection of intellectual property (IP) rights worldwide. WIPO fosters international cooperation on IP matters, provides services to creators and innovators, and acts as a forum for addressing cutting-edge IP issues. The Madrid Protocol is an international treaty that streamlines the process of registering trademarks in multiple countries. It allows trademark owners to file a single application, in one language, and pay a single set of fees to potentially cover over 100 member countries. This system, administered by WIPO, aims to simplify and reduce the cost of international trademark registration. 44:55 Thebe Magugu featured Lita Miti-Qamata in his ‘Heritage Dresses’ campaign , which celebrates South African cultures through a "Mother & Child" motif. The campaign, specifically the Vatsonga Heritage Dress, portrays women as totem poles carrying objects on their heads, inspired by Magugu's own family and African women. Lita Miti-Qamata was one of the muses chosen by Magugu for this campaign, alongside other notable women in various fields. 45:08 Thebe Magugu is a young fashion designer based in Johannesburg, South Africa. Originally from the small town of Kimberley, he moved to Johannesburg to study fashion design, fashion photography and fashion media from LISOF. After winning best graduate collection, he interned and worked for a selection of designers fashion institutions and retailers. After two years, he began his namesake label, THEBE MAGUGU - a South African fashion brand primarily operating within the field of women’s ready to wear. 45:31 Thebe Magugu won the LVMH prize in 2019. 47:14 Lindiwe Mazibuko was born in Eswatini and grew up in KwaZulu-Natal. She was the Democratic Alliance party's first black parliamentary leader and South Africa's first black Leader of the Opposition. In 2014 she resigned from active politics to return to higher education. Nadia Nakai is a Zimbabwean-South African rapper who burst onto the music scene in the early 2000s. She appeared on South Africa’s e.tv’s hip-hop show, Shiz Niz, and became the first female rapper to win the show’s Mixtape 101 competition. Sithembile Xola Pearl Thusi is a renowned South African actress, model, television host, and radio personality. She gained international recognition for her role as Dayana Mampasi in the ABC thriller series Quantico and starred as the lead in Netflix's first African original series, Queen Sono. Thusi's acting credits also include The No. 1 Ladies' Detective Agency, Tremors 5: Bloodlines, Catching Feelings, Kalushi, and Fistful of Vengeance. In 2020, she became the first African collaborator with international cosmetics giant MAC, releasing two limited-edition makeup kits. She also co-owns the Black Pearl haircare line with Afrobotanics and holds ownership in Black Rose Gin. To date she has 4.9 million followers on Instagram. Zandile Tshabalala is a Soweto born fine art painter who graduated with a BA(FINA) degree at the University of the Witwatersrand in 2022. In her work, she uses acrylic to depict narratives around the inclusion of black women within the art canon and was primarily influenced by the lack of or displacement of black women within nineteenth century Western art. Her works have been seen in exhibitions in South Africa, Ghana, Nigeria, Great Britain, Germany and the United States. 47:56 Africa Fashion International is a Marketing, Retail and Development Platform for African Luxury Fashion. It was founded in 2007 by Dr Precious Moloi-Motsepe , a long-standing member of the Harvard Kennedy School and the World Economic Forum, with the aim of promoting refined African fashion brands on the global stage. 51:14 Ndebele designs are vibrant, geometric patterns traditionally painted on the exterior walls of homes by Ndebele women in South Africa. These designs, characterized by bold colors and black outlines, are more than just decoration; they are a form of cultural expression, carrying symbolic meanings related to Ndebele life, including marriage, coming of age, and status. 51:53 The actual phrase cultural appropriation first appeared in print in 1945 and is attributed to the late professor Arthur E. Christy. And it's been a topic of very heated debate ever since. 52:32 In Zulu, ‘Bayede' is a royal salute, meaning ‘Hail the King!’ or ‘All hail the King!’. It's a term of respect and honour specifically used when addressing the Zulu monarch. The term is also used to honour other prominent individuals or high officials. Bayede is also the brand name of a South African wine founded by Antoinette Vermooten and launched in 2009. 54:04 What’s a ‘Covfefe’? Trump Tweet Unites a Bewildered Nation 55:21 A bunny chow is a South African street food consisting of a hollowed-out loaf of bread filled with flavorful curry. It typically features Durban-style curry, which can be made with lamb, chicken, or vegetables. The bread acts as both a container and a utensil for scooping up the delicious curry. 57:19 The term ‘ escalator ' was originally trademarked by the Otis Elevator Company as their brand name for their moving staircases. However, due to widespread adoption and generic use by other companies and the public, it lost its trademark status and became a generic term for any moving staircase. This resulted in Otis losing the opportunity to exclusively own the term and its associated brand recognition. 58:44 Listen to episode 12 of the AfricanOptimist with Thebe Ikalafeng 58:51 2% of brand s that are trademarked come from Africa 4 TIME STAMPS 00:00 – Introduction 00:26 – What is Intellectual Property (IP)? 00:53 – Africa's share of registered trademarks 01:15 – Guest Introduction: Lita Miti-Qamata 02:40 – Workshop for creatives and IP 05:25 – The Five Types of Intellectual Property 08:51 – Trademarks vs. Brands 11:17 – Copyright explained 12:21 – Trade secrets and confidential information 14:43 – Patents and designs 16:45 – How long does IP protection last? 19:31 – Registering and protecting your trademark 22:00 – The value of a registered trademark 25:20 – Trademarks as business assets 27:55 – Enforcing your rights without registration 31:20 – How to start the trademark application process 34:20 – Choosing the right owner for your trademark 36:13 – What can be trademarked? 38:20 – The Nice Classification system 41:00 – Prioritizing what to protect 44:09 – Staggering protection as your business grows 47:08 – Trademark ownership and rights 50:59 – Registering in other countries and regions 54:02 – WIPO and international registration 57:36 – First to file vs. first to use 01:00:14 – Working with Thebe Magugu (fashion designer) 01:08:26 – Cultural appropriation and IP 01:13:48 – Can you trademark common terms? 01:17:12 – What fails to get registered? 01:21:25 – The state of trademark registration in Africa 01:24:48 – Closing remarks and where to find more information 5 TRANSCRIPT AfricanOptimist ep14 Lita Miti-Qamata Transcript .pdf Download PDF • 151KB Back to top ^

< Back to all guests #10 Gus Le Breton - on influencing EU law, the challenges of processing wild-harvested fruit, the future power of baobab harvesters and the need for ‘courage, my son’ 18 June 2024 FIND BELOW 1 Guest Bio 2 Episode Description 3 Show Notes 4 Time Stamps 5 Transcript 1 Guest Bio Gus Le Breton, widely known as the African Plant Hunter , is a distinguished botanist, entrepreneur and conservationist specializing in the diverse flora of Africa. With a deep passion for indigenous plants, Gus has spent decades exploring and documenting Africa's rich botanical heritage, focusing particularly on the medicinal and nutritional properties of native species. As the Board Chair of the African Baobab Alliance, Gus Le Breton leads initiatives to promote and protect the iconic baobab tree, known for its extraordinary health benefits and ecological importance. Under his leadership, the Alliance fosters sustainable harvesting practices, supports local communities, and drives international awareness and market development for baobab products. He is also on the board of Trustees of the FairWild Foundation , responsible for the the FairWild Standard . The standard ‘has 7 Principles and 24 Criteria addressing three themes: the ecological, socio-cultural and business requirements for sustainable wild collection’. Gus' extensive knowledge and commitment to sustainable development have earned him recognition as a leading voice in the conservation of African plant life. Through his work, he continues to champion the economic potential of indigenous plants, aiming to create sustainable livelihoods while preserving Africa's natural biodiversity. 2 Episode Description It is hard not to think of the Greek myth of Sisyphus when you listen to Gus Le Breton tell the unfolding story of the production and sale of the African indigenous baobab fruit. Much like the Greek king Sisyphus who was condemned by the Greek god Zeus to keep rolling a stone up a hill only to see it roll back down again when he reaches the top, Gus seems to face a new challenge just as he deals with an old one in this telling of his baobab tale. At face value, this episode seems like an entrepreneur’s story of how to create and export an indigenous food. But it is so much more than that. It is the open account of the struggles and successes of an almost 30-year journey to make the unique African baobabs (a keystone species of the planet) economically viable, in the hope that this can reduce poverty for its wild harvesters and lead to the long-term preservation of this ancient resource. It is also a masterclass in the details of what it takes to get to market, influence legislation and create demand for what nature has to offer, but many take for granted. And unlike Sisyphus, Gus did manage to successfully push some big boulders over the hill, and also loves his work and does not see it as punishment, but his cautionary tale still holds. Perseverance is key. A note on Sisyphus In 1942 French writer Albert Camus used the myth of Sisyphus in his book with the same name ‘Le Mythe de Sisyphe’ to illustrate how absurd and meaningless life is. In it he marvels how futile the human need is to find meaning in one’s life, given the ‘unreasonable silence’ of the universe in response. In a surprising twist however, Camus ends on an optimistic note, as satisfaction can be found in the task itself, and not in a short-term outcome. ‘The struggle itself towards the heights is enough to fill a man's heart.’ Camus writes. ‘One must imagine Sisyphus happy.’ 3 Show Notes 00:00:53 Giants of Africa - The Little Big Baobab Book by Dr Sarah Venter 00:01:07 ‘The Panke Baobab in Zimbabwe , which had a circumference of 25.5 m (83 ft 7.9 in) and had nearly 400 m3 (14,126 cu ft) of wood and bark, was at least 2,450 (±40) years old when it collapsed and died in 2011. This not only makes it the oldest hardwood tree to be accurately measured but also the oldest known angiosperm (flowering plant).’ 00:01:16 A guide to South Africa's biggest baobabs: The quest for quiet giants . 00:01:27 The Legend of the Upside-down Tree 00:01:35 A Savannah is a grassy plain in tropical and subtropical regions, with few trees 00:01:46 The three-minute guide to the Boabab fruit 00:02:07 About Gus Le Breton 00:02:30 The African Plant Hunter Youtube channel 00:04:38 Traditional uses and local perspectives on baobab (Adansonia digitata) population structure by selected ethnic groups in northern Namibia and some modern uses 00:13:06 Beauty in Baobab: a pilot study of the safety and efficacy of Adansonia digitata seed oil 00:14:44 Safire is the Southern Alliance for Indigenous Resources 00:15:46 'On behalf of this network, the French NGO CRIAA (later Phytotrade) commissioned specialist research into the properties of the oil. Through this process, MDA was alerted to the potentially high commercial value of marula oil as a cosmetic oil, giving scientific weight to the marketing claims regarding marula’s magical properties, also highlighting commercial potential in the pharmaceutical and food industries. This included the fact that the marula fruit contains up to four times the Vitamin C of oranges, and the oil has a range of properties that make it attractive to the cosmetics industry: Marula oil is naturally processed. This high-stability lipid is under research and development for the natural products and cosmetic sector.' in 'Bridging the Gap: A Strategy for the Commercialisation of Marula Products from the Wild: Creating Incomes for the Rural Poor’ , 2001 00:16:23 Southern African Marula Oil Producers Network - no online presence found for the network, but they features in this interesting presentation: 1st Regional Workshop on Marula Sector Development , November 2019, by Cyril Lombard. Also worth a read; there's lots to learn in this pdf: ’ Catalysing Market Development ’ chapter 9 00:16:35 Marula Natural Products 00:16:53 Body Shop make-up made with marula oil 00:17:41 The Gods Must Be Crazy is a film by South African director Jamie Uys (1921-1996) that came under fire for its stereotypical portrayal of ‘Bushmen’, now referred to as San. In the film, a pilot carelessly throws a Coke glass bottle out the window, and it lands in the middle of a community of San in the Kalahari desert of Botswana. What unfolds is the effect that the one and only Coke bottle, symbolic for throwaway consumption culture, has on this nomadic community, depicted in the film as a group without any violence, crime, punishment or ownership. Read interviews with the director about the 1984 here and here to make up your own mind about some of the criticisms of the movie at the time. 00:21:35 EU Novel Foods Regulatory Framework . Also quite interesting, a short comparison of food regulations around the world . And, some European companies planning to launch in the US or Singapore before EU , because the approval process is quicker and more efficient. 00:21:55 A GMO , or genetically modified organism , is a living plant, animal or microorganism that has been subjected to biotechnology. GMO developers use biotechnology to alter that living organism's fundamental characteristics. Biotechnology includes techniques such as using synthetic genetic sequences to change the organism's genetic material (i.e. DNA or RNA), or forcing the combination of very unrelated organisms that would not normally reproduce in nature. 00:26:06 Phytotrade Africa 's aim is to create social and economic value through the sustainable use and conservation of southern African plant biodiversity. 00:26:45 The European Food Safety Authority is an agency of the European Union set up in 2002 to serve as an impartial source of scientific advice to risk managers and to communicate on risks associated with the food chain. We cooperate with interested parties to promote the coherence of EU scientific advice. We provide the scientific basis for laws and regulations to protect European consumers from food-related risks – from farm to fork.’ 00:28:52 The European Food Safety Authority introduced a separate category of Novel Foods based on a traditional food 00:31:36 Wild harvested means the gathering of plants that have grown without human intervention. These ingredients are found in the wild, often in their native origin. Without resources like temperature control, fertilizers and pesticides, wild grown plants must use their own defences for survival. Read: WILD CHECK - assessing the risks and opportunities of trade in wild plant ingredients, 2022 FAO report . ‘Thousands of consumer products around the world contain ingredients obtained from wild plants. Wild harvest accounts for some or all of the harvest of the majority of plant species in trade (between 60-90 percent). Wild-harvested plants often come from the most biodiverse ecosystems on Earth and many have been used traditionally or by local communities for generations. While these products have global markets and provide critical sources of income, they can also have deep ties to particular cultures and places.’ (Opening of Executive Summary) 00:32:42 The Fair Wild Foundation’s mission is 'to enable transformation of natural resource management and business practices to be ecologically, socially and economically sustainable throughout the value chains of wild-collected products. Our vision is a fair and wild world where biodiversity is conserved through sustainable harvesting; collectors, workers, and their communities are respected and treated fairly; and resilient businesses participate in responsible value chains'. Excerpt from the 2023 report on Fair Wild Standard.' Read the 2023 updated Fair Wild Standard . 00:34:12 ‘So you want to be a baobab processor?’ Part 1: Understanding Your Market ; Part 2: Powder Processing ; Part 3: Oil Processing 00:40:44 African Baobab Alliance 00:41:17 Emerging research on the benefits of baobab 00:45:14 Amarula is a cream liqueur made from the marula fruit, and is sold in over 100 countries in the world. 00:48:26 Whitley Neill Whitley Neill Gin is a premium gin brand crafted in small batches using a combination of traditional and exotic botanicals, including juniper, coriander seed, angelica root, cassia bark, orris root, and citrus peel, along with less common botanicals such as cape gooseberries and baobab fruit. One of the distinctive features of Whitley Neill Gin is its African-inspired botanicals. 00:51:48 The Acai palm is a species of palm tree cultivated for its fruit (acai berries), hearts of plam (a vegetable), leaves and trunk wood. 00:52:36 Check out ‘Revitalise’ , which uses baobab puree in this smoothie 00:53:02 Look out fo this baobab Twinings superblend tea 00:53:38 'Baobab (Adansonia digitata L., Malvaceae) is a multi-purpose tree species native to Africa. Its fruit pulp of the African baobab has very high vitamin C content, fifteen times that of orange, and can be used in seasoning, as an appetizer and to make juices. Seeds contain appreciable quantities of crude protein, digestible carbohydrates and oil, whereas they have high levels of lysine, thiamine, Ca and Fe. They can be eaten fresh or dried, ground into flour and thus added to soups and stews. Processing eliminates a number of anti-nutritional factors present in the seed. Also, watch: Baobab’s superfruit, Africa’s gift to you 00:54:38 The science of superfoods: Really beneficial, or just marketing? 01:04:12 Nagoya Protocol on Access and Benefit-Sharing (ABS) The Nagoya Protocol on Access to Genetic Resources and the Fair and Equitable Sharing of Benefits Arising from their Utilization to the Convention on Biological Diversity is an international agreement which aims at sharing the benefits arising from the utilization of genetic resources in a fair and equitable way. It entered into force on 12 October 2014. Access and benefit-sharing (ABS) refers to the way in which genetic resources may be accessed, and how the benefits that result from their use are shared between the people or countries using the resources (users) and the people or countries that provide them (providers). 01:09:38 The African Baobab Alliance 4 Time Stamps 00:00 Introduction to Baobab and Initial Reactions 00:38 Welcome to the African Optimist Podcast 00:51 The Baobab Tree: A Natural Marvel 02:06 Gus le Breton: The African Plant Hunter 03:52 Challenges in Commercializing Baobab 05:23 Early Efforts and Setbacks 07:11 The Struggle with Industrial Agriculture 10:31 The Journey to Market Baobab 20:16 Navigating Regulatory Hurdles 31:46 The Importance of Wild Harvesting 34:04 Processing Baobab: Challenges and Solutions 38:36 Challenges of Traditional Baobab Processing 39:43 Ensuring Quality and Standardization 40:35 Formation of the African Baobab Alliance 42:11 Collaboration vs. Competition 44:11 Creating Demand for Baobab 48:14 Marketing Challenges and Success Stories 54:37 The Superfood Debate 57:13 Importance of Research and Consumer Awareness 59:25 Fair Trade and Value Distribution 01:07:29 Future Prospects and Investor Insights 01:08:38 Final Thoughts and Encouragement 5 Transcript AfricanOptimist ep10 Gus le Breton .pdf Download PDF • 141KB Back to top ^ More on Gus Le Breton Website The African Plant Hunter Business Gus is the Founding Partner of B'Ayoba , the only baobab producer in Africa to be Fair Wild -certified. He is also the Founding Partner of Katavi Botanicals , KAZA Natural Oils , Hutano Foods , River Brewing Co , Victoria Falls Distilling Co . Videos The African Plant Hunter Youtube channel ‘So you want to be a baobab processor?’: Part 1: Understanding Your Market Part 2: Powder Processing Part 3: Oil Processing Other Articles Director's Report on the Wild Plants Dialogue , African Wildlife Economy Institute, 2022 Bridging the Gap: Phytotrade Africa's experience of the Certification of Natural Products , by Welford and Le Breton, Forests, Trees and Livelihood s, 2012 Africa’s “forgotten” food crops key to support climate-resilient, healthy and profitable food systems , Food Ingredients Food, 2023 Baobab trees all come from Madagascar – new study reveals that their seeds and seedlings floated to mainland Africa and all the way to Australia , The Conversation , June 2024 How We Made it In Africa This episode is featured on the online business publication How We Made it In Africa . Read all about it here .