With a name rooted in humanity, Ubuntu Olive Oil has grown into a South African premium brand, now on shelves at Woolworths and earning global accolades.
YLA: You scooped silver at the prestigious New York International Olive Oil Competition last October, what does this recognition mean for you and Ubuntu?
Loyiso Manga: It was the first time the Ubuntu brand had won the prize. This not only acknowledges the hard work and devotion that went into creating our premium, first cold-pressed olive oil, which is sold at Woolworths stores across the country, but also affirms our journey. This is where top-tier olive oil brands from Spain, Italy, Portugal, France, South Africa, Australia, and New Zealand come to have their oils evaluated by internationally recognised industry experts. This recognition is incredibly humbling, given that we began in a garage in 2019 and have since expanded into major retail shops and become one of the top-selling brands. The olive oil that won the New York International Olive Oil Competition was the result of my experience over the last four years.
What was the pivotal moment that inspired you to transition from a call centre job to launching Ubuntu Extra Virgin Olive Oil?
I grew up in Grahamstown (now Makhanda) and Uitenhage (now Kariega) in the Eastern Cape, where my grandmothers who had livestock and crops played a pivotal role in shaping the agripreneur I am today. They were strict, raising me with discipline and teaching me to value work and have passion for it. Later, while working at a call centre in Cape Town, I decided to return to my true passion – business and agriculture. Searching for a niche market, I first considered wine but noticed the struggles of black women in that field. Instead, inspired by olive groves on a friend’s farm, I pursued olive oil farming. I joined the SA Olive Association and, three years later in December 2019, I launched my brand Ubuntu.
Why did you choose the name “Ubuntu” for your brand, and how does it reflect your company’s values and mission?
I faced two branding options: “Kukuqala” or “Ubuntu.” “Kukuqala,” meaning “first” in isiXhosa, initially appealed to me due to its uniqueness and distinctive sounds. I believed it reflected the modern emphasis on knowledge and experiences over material possessions. However, I also considered “Ubuntu” (humanity), a concept deeply rooted and widely recognised across South Africa. Ultimately, I chose “Ubuntu” because it resonates with everyone’s understanding of shared humanity, ensuring broader identification and connection. People naturally gravitate toward familiar and meaningful concepts.
Sum up the process of setting up the brand.
Two years before launching Ubuntu, I tried to purchase an olive farm through government institutions to control the value chain. Although it was a great idea, I now realise I hadn’t built a brand. When I launched in December 2019, the farm owner I wanted to buy the farm from had stopped seeking government assistance. I convinced him of my belief in the industry and obtained an olive oil consignment through him, along with contacts for bottling and labelling. That’s how we started, based ironically on ubuntu because honestly, my funds were very limited. Our biggest asset currently is our established brand. In 2025 the goal is to have my own farm which will make it South Africa’s first black-owned commercial olive oil farm.
Take us through the time you completed matric and started Ubuntu.
After matriculating, I earned an honours degree in business management, graduating in 2010. Following two years of unemployment, I worked at Old Mutual’s head office in Cape Town as a personal insurance adviser. After a year, I returned to the Eastern Cape, started a high-pressure cleaning business among other small businesses, and ran it for four years. I went back to Cape Town, married, divorced, and launched my olive oil business in 2019. Despite the pandemic, olive oil sales thrived. In 2022, we launched at Woolworths as a top seller. This year, I was selected for a trade mission to China by the Department of Trade, Industry and Competition, chosen from a thousand BRICS entrepreneurs.
You’ve advocated for increased government support for emerging farmers. What specific assistance do you believe would be most beneficial for entrepreneurs like yourself?
There is a significant lack of government support and enthusiasm regarding land issues affecting black farmers. Often restricted to cultivating low-value crops like cabbage and potatoes, black farmers are excluded from high-value sectors such as blueberries, olives, and wine. While many black entrepreneurs have established wine brands, ownership of wine farms remains elusive, and opportunities in mushroom, pepper, and cucumber farming are scarce. Over my 15-year search for a farm across the Eastern to Western Cape, I’ve realised there has been minimal governmental interest and insufficient processes in supporting young black agripreneurs. Additionally, overpriced farms hinder ownership opportunities. However, I must applaud places such as the Land Bank that are doing a phenomenal job in providing essential assistance by offering reasonable grants, enabling some level of farm ownership.
What are your long-term goals for Ubuntu Extra Virgin Olive Oil, both within South Africa and internationally?
In 2025, we’ll sell Ubuntu at Checkers and expand into SADC countries, receiving strong support from Botswana, Lesotho, and Swaziland for our brand. Getting the farm in the heart of the Western Cape will be a great achievement for me.
What makes Ubuntu so premium and so loved?
Our transformative journey involved overcoming industry bullying and abuse. We proudly offer premium olive oil of uncompromised quality, sourcing the finest olives and ensuring every process maintains our high standards.
