The award was accepted by Daryl Caley, National Trade Marketing Manager of Joekels, at the Supplier Awards event on Saturday, 29 November, with Joekels Co-Founder and Director, Jonathan Kelsey, also in attendance, says the company.
"We are immensely grateful for this recognition from South Africa’s retail leaders," says Kelsey. "It validates the grit, innovation and persistence that have defined Joekels since day one, and it inspires us to continue raising the bar."
This accolade aims to marks a defining milestone in Joekels' journey. Founded 31 years ago by Kelsey and Joe Swart in a garage in Durban, Joekels has grown from humble beginnings — where tea was blended in a cement mixer affectionately known as "Old Faithful" — into a South African tea manufacturer, says the company.
Today, Joekels packs household names including Laager Rooibos — the second-largest Rooibos tea brand in the world — Tetley, Laager Tea4Kidz and numerous private label teas, while continuing to produce its founding brand, Phendula Tips, adds the company.
Entrepreneurial Lessons from Joekels
Joekels' journey aims to offers valuable insights for budding entrepreneurs, such as:
- Failure isn't an option — Persistence through challenges builds resilience.
- Innovate to stand out — Tea4Kidz, South Africa’s first kids’ Rooibos brand, succeeded by filling a gap others ignored.
- Resourcefulness beats capital — Creativity, like using Old Faithful, can overcome financial constraints.
- Relationships matter — Early retailer support was pivotal; nurturing partnerships remains essential.
- Gratitude drives growth — Recognising customers, partners, and employees strengthens loyalty.
- Stay hungry — Even after 31 years, Joekels aims to operate with the agility of a start-up.
For more information, visit www.joekels.co.za. You can also follow Joekels Tea Packers on Facebook.
*Image courtesy of contributor