Draft:Joekels

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Draft:Joekels
  • Comment: The sources here are entirely WP:CORPTRIV except for a couple of good pieces, but those unfortunately seem to be press release-type features based on interviews eith the company, and the CBN piece is about their subsidiary Laager, and not Joekels themselves. Athanelar (talk) 13:06, 10 March 2026 (UTC)

Joekels Tea Packers (Pty) Ltd (Joekels), a subsidiary of Tata Consumer Products Ltd, is a South African tea company.[1] It was established in 1994 and now includes the second-largest Rooibos tea brand in the world, Laager Rooibos.[2][3] The company packs about 95% of all Private Label Tea products in South Africa.[4] The team started with Phendula Tips, followed by Tea Time. They now include seven brands, including Tetley Green Tea and Laager Tea4Kidz.[5][6][7][8]

History

Joekels Tea Packers was founded in 1994 by Joe Swart, an accountant and Jonathan Kelsey, a qualified tea taster. Kelsey, the company's tea blender, is the only South African tea taster with an insured tongue.[9][10][11]

With limited resources, the pair combined their skills and finances, working from Joe's mom's garage using a domestic cement mixer (nicknamed 'Old Faithful') to blend the tea.[12][13][14] The company started with five staff members and one brand, Phendula Tips, tea meaning 'to turn around' in Zulu, mirroring the nation's transformation. This launched in 1994.[15]

In 2003, Joekels bought Laager Rooibos, the second-oldest Rooibos brand in the world.[3] Joekels founded the first-ever children's tea in South Africa in 2001 with its Laager Tea4Kidz brand (originally Phendula Tea4Kidz). They went on to launch two variants with added Vitamin C.[15][16]

In 2006, FMCG firm Tata Consumer Products Ltd (TCPL) acquired 33 per cent of shares in Joekels Tea Packers and later purchased a majority share.[17] Tata Consumer Products Overseas Holdings Ltd (TCP Overseas) - a step-down wholly-owned subsidiary of the company through Tata Consumer Products UK Group - purchased the share capital from its Joint-Venture partners.[18][19][7]

In 2023, Tata Consumer Products Ltd acquired an additional 23.3 per cent stake in Joekels Tea Packers for US$5.28m. As a result of the acquisition, the holding of TCP Overseas in Joekels increased from 51.7 per cent to 75 per cent of the equity share capital. The remaining 25 per cent stake is held by the Joint-Venture partners. The acquisition includes Joekels' seven local brands, including Laager Rooibos and Tetley Green Tea.[20][21]

Rooibos is only grown in one region worldwide - the Cederberg in the Western Cape. In 2016, a drought in the region created a Rooibos shortage that led to a significant price increase in the Rooibos segment.[9][22]

See also

Official website

  1. ^ "South Africa Tea and Coffee Industry Report 2025 Featuring Major Processors and Suppliers - Unilever, National Brands, Nestle, Famous Brands, Joekels, Cape Rooibos, Rooibos, Melmont, Agulhas and Bitou". 2025-07-03. Retrieved 2026-02-26.
  2. ^ Burgers, Louise (2020-08-19). "A story told in tea leaves: 75-years of SA teatime rooted in history". Retailing Africa. Retrieved 2026-02-04.
  3. ^ a b "Joekels purchases Rooibos Laager". IOL. 1977-08-26. Retrieved 2026-02-26.
  4. ^ ltd, Research and Markets. "South African Tea Industry Landscape Report 2022". www.researchandmarkets.com. Retrieved 2026-02-26.
  5. ^ Lechman, Ashley (2023-02-27). "How two KZN locals went up against the tea giants". IOL. Retrieved 2026-02-04.
  6. ^ "Tetley snaps up one-third of Joekels". IOL. 1970-03-04. Retrieved 2026-02-04.
  7. ^ a b "SA tea firm sells stake to Tata". News24. Retrieved 2026-02-26.
  8. ^ "Calling tea time for 75-years". cbn.co.za. Archived from the original on 2025-11-23. Retrieved 2026-02-26.
  9. ^ a b "The Joekels journey: 25 years in tea". Bizcommunity. Retrieved 2026-02-04.
  10. ^ Content, Print (2015-05-06). "Local tea taster insures tongue for R5 million [VIDEO]". Highway Mail. Retrieved 2026-02-04.
  11. ^ "Joekels Tea Packers founders nominated for the World Entrepreneur Awards". Media Update. 2014-09-10. Retrieved 2026-02-26.
  12. ^ Price, Ivor (2024-05-02). "From garage to giant: Joekels Tea Packers turns 30". Food For Mzansi. Retrieved 2026-02-04.
  13. ^ "DRINKStuff SA | How two KZN locals went up against the tea giants". Retrieved 2026-02-04.
  14. ^ "Joekels Celebrates 31 Years with Prestigious Shoprite Supplier of the Year 2025 Award - South Africa Today". southafricatoday.net. 2025-12-04. Retrieved 2026-02-26.
  15. ^ a b "Joekels Tea Packers | KZN Future 50". ECR. Retrieved 2026-02-04.
  16. ^ "Joekels - The Home Of Great South African News". The Home Of Great South African News. 2016-03-14. Archived from the original on 2022-08-17. Retrieved 2026-02-04.
  17. ^ "TCPL acquires 23 per cent additional stake in South Africa-based Joekels". The Financial Express. 2022-12-30. Retrieved 2026-02-04.
  18. ^ "Tata Consumer Products Ltd acquires 23 per cent additional stake in South Africa-based Joekels". The Economic Times. 2022-12-29. ISSN 0013-0389. Retrieved 2026-02-04.
  19. ^ "TCPL acquires 23 pc additional stake in South Africa-based Joekels". The Times of India. 2022-12-29. ISSN 0971-8257. Retrieved 2026-02-04.
  20. ^ "Tata Consumer Products increases stake in South Africa-based Joekels Tea Packers to 75% | Food Business Middle East & Africa - No.1 Food & Beverage Formulation, Processing & Packaging Publication". www.foodbusinessmea.com. 2023-01-06. Retrieved 2026-02-04.
  21. ^ "Tata Consumer acquires 23% additional stake in South Africa-based Joekels". www.business-standard.com. Archived from the original on 2025-01-26. Retrieved 2026-02-26.
  22. ^ Chip, Blue (2023-12-22). "The status of Rooibos is internationally protected | Featured". Blue Chip Digital. Retrieved 2026-02-26.
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