In August 2020, in the middle of the COVID-19 pandemic, a young man named Thando Makhubo was preparing for a new journey that was not only going to alter his own life but also impact the ice cream industry in South Africa. His passion for ice cream led him to start an ice cream business called Soweto Creamery.
Thando’s inspiration came when he was using the social media platform Pinterest. He stumbled onto an advertisement for an eye-catching (and mouth-watering) ice cream. It ignited a spark in him: “Why not try this?” he wondered. With the money that he got from the Social Relief of Distress (SRD) grant, which amounted to R350, he only saved two months’ worth of pay and purchased packaging materials and other ingredients to start his business.
COVID and Creativity Leads to Ice Cream
It is usually very challenging to start a business, but Thando managed to overcome some of the early barriers. He was also able to use his photography skills to take great pictures of his products to share on social media platforms to create demand. Given that several shops had to close during the pandemic, he focused on building a strong online platform. Initially, he faced difficulty in getting packaging material, but after getting hold of good suppliers, he was able to expand.
The business has certainly had remarkable achievements ever since the inception of Soweto Creamery. The brand currently has over 60 thousand followers on Facebook and Instagram, over 100 thousand followers on TikTok, and a growing Twitter following. One of the major achievements was when President Cyril Ramaphosa mentioned him in his State of the Nation address and said, “Mr. Thando Makhubu from Soweto received the R 350 grant for 7 months last year, and saved it to open an ice-cream store that now employs four people.” This brought significant attention to the Soweto Creamery business. Recently, Thando established a new store that is located within the Glen Shopping Center and recruited two employees, which is contributing positively to the local economy.
Sharing Advice and Good Vibes
Thando offers straightforward advice for those looking to enter the retail space, He says, “Write a good proposal about the types of products you want to sell and how your store will look like.” If the mall finds your idea appealing, they will offer you a space.
Unlike many other start-up businesses that change their business model, Thando has kept a consistent business model but adapts it by making changes occasionally, like introducing a smaller ice cream. This 300 ml, smaller container caters to those customers who want small portions of ice cream instead of having the 500 ml only.
For those starting with limited resources, Thando emphasises the importance of resourcefulness: Many people make the mistake of waiting for the perfect opportunity to start something and end up never doing anything.
“Hear this, use what you have; if you want to start a YouTube channel, just record using your phone. The key is to take that first step. You don’t have to wait until you have a good camera from a renowned company,” he encourages. His journey is a perfect example of determination.
Thando’s ambition extends beyond his personal success. Seeing that the unemployment rate in South Africa is high, he aims to create employment opportunities among his community. His long-term plan is to have their own equipment for manufacturing ice cream because that way they can cut down on overhead expenses and also incorporate their own style and flavors.
“With our own machinery, we can expand our products and open more stores, thus providing more jobs,” he says. His dream is for Soweto Creamery to not only grow to the extent that it spreads across South Africa, but to rival creameries all over the world.
Interestingly, Thando does not have a mentor. “Everyone’s story is different,” he says “It’s not about the failure but what you can learn from it. In fact, every attempt helps you to grow.”
This is a success story that demonstrates one’s passion, creativity, and determination, such as what Thando Makhubo has presented through Soweto Creamery. A brand born during a pandemic, Thando is now one of the familiar names in South Africa, proving that with diligence and creativity, his story serves as an inspiring reminder for aspiring entrepreneurs.
