Joekels Celebrates 31 Years with Prestigious Shoprite Supplier of the Year 2025 Award
Written by: Olivia Jones Communications Save to Instapaper
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.
Get new press articles by email
Latest from
- Scottburgh Surf Lifesaving Club Celebrates Success at 2026 DHL Lifesaving South Africa Championships
- Winning with Weaning - Dietitian Mbali Mapholi Shares Rooibos Recipes and Tips for Baby’s First Foods
- Global Wellness Movement Hits the KZN North Coast with KwazuluSpirit Festival 2026
- Crocworld Is Taking It Up a Gear with the Launch of Bike Shop and New Trails
- The Need for Responsible Bulk Logistics in Sensitive Operating Environments
- Easter Crowds Flock to Crocworld for Family Fun and Festivities
- Some of the Top Birding Destinations to Visit on the KZN Mid-South Coast
- Crocworld Hosts Epic Provincial XCO Series on New MTB Trail… With Lots More Planned!
- 2 Women, 1 Ocean - How the Oceans 8 Charity Swim Has Sparked an Extraordinary Story of Resilience
- Creative Easter Swaps – for all the fun without the sugar rush!
- It’s Time to Hop into Easter Fun at Crocworld Conservation Centre!
- Launch of Menlyn Mix in Pretoria Redefines ‘Business-Meets-Leisure’ Accommodation
- Local Knowledge Comes to the Fore as Hank and Pippa McGregor Take the Carnegie Power Ballito Downwind Title
- Vogt and Holloway-Mulder Take Inaugural Forex People KZN Schools League Race Title
- Baby Line to Support New Mothers at Upcoming Hospital Visit in Durban
The Pulse Latest Articles
- Interpol Warns Of Global Crime Networks, Sa Businesses Urged To Rethink Detection (April 10, 2026)
- Adaptive Leadership In Motion: Why Logistics Needs A Different Kind Of Strength (April 9, 2026)
- Ai Isn’t Shrinking Marketing Jobs - It’s Exposing A Bigger Talent Crisis (April 8, 2026)
- Stones Safaris Unveils A New Approach To Safari Through Experience-led Activities (April 8, 2026)
- Bright Beginnings Preschool Celebrates Linden Campus (April 2, 2026)