By: Noxolo Majavu
A businessman who sells cooking products and peanut butter aspires to own a chili and peanut farm in Limpopo to create more employment opportunities for women and persons living with disabilities. Mokamoshega Monate CEO James Matshubeng’s mission to empower these designated groups stems from a belief in equal opportunities.
Just five months after starting his business, Matshubeng is aiming for new heights. The company produces peanut butter, chilli sauce, mayonnaise, maize meal, and cooking oil. “Our vision for the future is ambitious, yet achievable. We aim to establish distribution centres in every province, ensuring a seamless supply chain to all corners of the country. Gauteng and Limpopo will serve as our manufacturing hubs, equipped with state-of-the-art production machinery,” Matshubeng told Vutivi News.
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The business’ headquarters are in Midrand, and it has a branch in Limpopo. It currently employs 15 people and plans to expand its operations through collaboration with distributors, who are in the process of assigning independent sales representatives to the brand.“While we are in the early stages of our growth, we are actively working towards our diversity goals. Currently, we have seven women and are actively seeking to employ individuals with disabilities within our organisation. We are partnered with Limpopo Incubation Centre, an NGO in Limpopo, who will be assisting us in the recruitment and training of individuals with disabilities,” said Matshubeng.
He was inspired to make a difference for families who could not access the food he sells because of financial constraints by providing high-quality, nutritious, and affordable products. “The inspiration behind Mokamoshega Monate Brands struck during December 2023 while I was home in Limpopo province for the festive season. It was then that I realised the pressing need in every household for essential products like Monate Peanut Butter, Monate Chilli Sauce, Monate Mayonnaise, Monate Maize Meal, Monate Cooking Oil, and Monate Tomato Sauce,” he said.
He has had to overcome a number of obstacles. “Like any entrepreneurial endeavor in South Africa, we encountered our share of challenges. Navigating the complexities of starting a business, from regulatory hurdles to financial constraints, tested our resilience. However, the unwavering support of my family, coupled with my entrepreneurial spirit and experience, propelled us forward.”
Also, Matshubeng has not had much support from government agencies to grow his business. “We have engaged with [the] Small Enterprise Finance Agency and Small Enterprise Development Agency, but unfortunately the assistance offered was limited to workshops on business development, marketing, and branding. Given my extensive experience in these areas, I declined these offers as I believe that funding is the most crucial factor in achieving our ambitious goals,” he explained.
The entrepreneur has also extended an invitation to high-end investors who share his vision of creating a sustainable and impactful business. Despite having operated for a short time, Matshubeng believes that the trajectory is promising as they have achieved significant milestones.“Notably, we have secured two exclusive distribution agreements with reputable companies that already have a strong foothold in the market. This strategic partnership will ensure widespread availability of our products in stores across the country,” Matshubeng said.
In a bid to reach out directly to the highest levels of government, Matshubeng created a public video detailing his vision and the need for support.“This video has been widely shared across social media platforms, and I remain hopeful that it will reach the attention of President Cyril Ramaphosa, as I believe his intervention is key to realising our dream of providing affordable and nutritious food to all South Africans while empowering marginalised communities,” he said.
