Joekels Tea Packers is proud to announce that it has been awarded Shoprite Supplier of the Year 2025 in the Groceries category, a recognition that underscores the company’s unwavering commitment to excellence in service and product quality.
The award was accepted by Daryl Caley, Joekels National Trade Marketing Manager, at the Supplier Awards event on Saturday, 29 November, with Joekels Co-Founder and Director, Jonathan Kelsey, also in attendance.
“We are immensely grateful for this recognition from South Africa’s retail leaders,” commented Kelsey after the event. “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 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 one of South Africa’s leading tea manufacturers.
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.
Entrepreneurial Lessons from Joekels’ Success
Joekels’ journey offers valuable insights for budding entrepreneurs:
- 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 operates with the agility of a start-up.
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Author: Agnes Matladi from Olivia Jones Communications on behalf of Joekels.
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