"I am always trying to improve my knowledge, so this is a fantastic opportunity. I'm also looking forward to showing the EMEA region what we in South Africa are capable of," says Kabelo Majoro, currently Manager in Training at Starbucks Irene, Pretoria.
For Majoro, becoming a Barista Champion means stepping closer to earning a purple apron, an achievement at Starbucks. In South Africa, only two Partners currently wear it: Phuti Mmotla and Teddy Nzama. Each apron colour at Starbucks holds deep meaning. There is green — worn by all Partners; black — worn by Coffee Masters, and the rarest apron, purple; symbolising mastery and dedication, says the company.
Majoro has a chance to show off when the champions take part in an immersive range of activities, starting with several days in Amsterdam, where they will visit the coffee roasting plant that houses and roasts all green coffees from across the growing regions around the world where Starbucks sources its coffees, adds the company.
They will learn from different coffee specialists, like Starbucks' master roasters, quality and sourcing teams. Majoro and his fellow champions will also meet with senior leaders and Partners and they will have the opportunity to sight-see.
"Few baristas in the coffee industry are able to go through such a detailed learning experience, nor do they enjoy these levels of exposure or global training. This is unique to Starbucks, and it is life and career transforming," says Ishan Natalie, Coffee Excellence Lead at Rand Capital Coffee, the sole-licensee of Starbucks in sub-Saharan Africa.
Majoro's journey started with the Starbucks Store Championships, where he competed against 83 other Partners from the 72 Starbucks stores around the country taking part in the Store Championships. Winners from this round went on to take part in the District Championships and the winners went onto the Regional Championships, says the company.
Majoro was winner of the Gauteng/ Central region, along with Mduduzi Myana, the winner of the KZN Regional Championship and Siphamandla Betana, the winner of the Western Cape Championship. Next, the baristas displayed their skills the National Barista Championship held in Cape Town — the last stop before London, adds the company.
The stakes are higher at the EMEA Barista Championships, where at least 37 Partners from around 3 226 stores in the Europe, Middle East and Africa region are competing. For the winner, the prize is being named a Starbucks EMEA Brand Ambassador — and the chance to show their coffee knowledge, creativity and passion the Global Championships., says the company.
"We're proud to say that South Africa has an excellent track record at the Starbucks EMEA Barista Championships," says Natalie. "Our market has placed in the Top 3 more often than any other market. We're also the only market to have won the title more than once, having swooped up the international titles in 2019 and 2022."
Natalie has faith in Majoro's ability to turn the South African market into a triple winner. Like the previous winners, Teddy Nzama and Phuti Mmotla, he aims to show perseverance and to embody Starbucks' key values: Courage and Results, adds the company.
For Majoro, this isn't just a chance to go overseas. It's the culmination of years of trying. He has been a Starbucks Partner for eight years, and placed third in last year's national finals. "I am definitely edging closer to that big win," says Majoro.
From his first pour in 2017 to the Global stage in 2025, Majoro is representing Starbucks South Africa and he's representing the 'Brave Hearts' behind every apron, concludes the company.
For more information, visit www.starbucks.co.za. You can also follow Starbucks on Facebook, X, or on Instagram.
*Image courtesy of contributor