Joekels Tea Packers | KZN Future 50

Company Name: Tones Family Health 

Website: www.joekels.co.za

Joekels Tea Packers: Brewing Success, One Cup at a Time

In the bustling heart of South Africa, two visionaries transformed a simple teabag into a vessel of inspiration and impact. 

Meet Joekels Tea Packers, the brainchild of Joe Swart and Jonathan Kelsey, two regular guys with an extraordinary dream. They embarked on a journey to enhance lives, starting with a small teabag that could brew a big difference.

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Founded in 1994, amidst a landscape of uncertainty, Joe and Jonathan saw potential where others saw hopelessness. They launched Phendula Tips, a Zulu phrase translating to "turn around or change," symbolizing their aspiration to uplift all South Africans with premium tea. 

From the early days of blending tea in a cement mixer with a handful of staff, Joekels has evolved into a tea empire, employing over 200 dedicated individuals. As the third-largest tea manufacturer in South Africa, their brands including Laager Rooibos and Tetley have secured a special place in the hearts of tea enthusiasts.

Joekels Tea Packers faced its share of trials and triumphs. Convincing retailers to embrace a new tea brand required unyielding perseverance. The 2016 drought, affecting Rooibos supply, tested their resilience. 

Challenges like civil unrest, floods, and economic instability compounded by Covid-19 called for unwavering adaptability.

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Amidst the dynamic landscape, Joekels thrives with an exceptional team, steadfast customers, and reliable suppliers. Their commitment to excellence remains unshaken. Looking ahead, Joekels envisions growth with continued dedication to quality, customer satisfaction, and creating a nurturing work environment.

Their impact extends beyond profits. Joekels nurtures KZN's economy and community. 

The journey began with five staff members and became a significant employer. They empower growth through training programs and leadership, fostering a brighter future for individuals and the region.

Among their quirky tales, 'Old Faithful,' a cement mixer turned tea blender, holds a golden legacy, blending over 972,000 kg of tea. Jonathan Kelsey, the "Man with the Golden Tongue," insured his taste buds, reflecting their commitment to excellence. 

The launch of Tea4Kidz in 2000, tailored for kids, marked a pioneering moment.

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Joekels thrives on innovation, introducing fortified teas for health-conscious consumers. As wellness trends surge, they stay ahead with Vitamin C-enriched Rooibos and Green teas. 

Their ambition is clear: to continue delivering happiness in every cup and inspire others to overcome obstacles with passion and tenacity.

Joekels Tea Packers' story is a testament to the potential of ordinary dreams turning into extraordinary successes. In their world, every sip is a celebration of resilience, determination, and the boundless possibilities found in a simple tea bag. 

Image Credit: Joekels Tea Packers