1994
Our journey began…
- Joe and Jonathan started Joekels in Joe’s garage
- Moved into first official work building in 13 Devro Park
- Staff count – 5 people
- Launched our first tea brand, Phendula Tips
1997
Each day we grew, and so did our success
- Won Sanlam Entrepreneur of the Year Award
- Launched Tea Time Black Tea
- Staff count – 5 people
- Moved into a bigger space at 14 Devro Park
2000
Just like that, things started to happen
- Launched the world’s first Tea4Kidz (under the Phendula brand)
- Starting packing Spar housebrand, Savemore Black Tea
- Nominated for Marketing Award from the Institute of Marketing Management
2003
Little by little, we reached new goals
- Purchased Laager Rooibos from Unilever
- Launched Tea for Me
- Moved into a bigger place to pack Laager at 12 Caversham Road
2005
Suddenly, we were a household name
- Launched San Aqua Rooibos Iced Tea Tetley bought a 33.3% equity in Joekels
- Received a Bronze Award from the Food & Wine Show for Best Speciality Product Display
- Became a member of the Durban Chamber of Commerce and Industry
2007
We grew our range…
- Launched Laager Herbals range (Green Rooibos, Green Citrus & Ginger Rooibos, Rooibos & Honeybush)
- Moved Tea4Kidz into the Laager range
- Purchased Teeco and Southall’s from CTC (Coffee, Tea and Chocolate Company)
2009
… And we expanded more than we thought possible
- Launched Tetley Big Tea
- Launched Boxer Black
- Tetley took a further equity stake of 17.7% in the business (Total 51%)
- Launched Laager Shake4Kidz and Laager Rooibos Cappuccino
2011
Once again we moved to bigger premises
- Certificate of acceptability for food premises obtained
- Bigger is Better: Moved to 23-33 Hagart road
2013
We filled even more cups, this time with new flavours
- Secured Organic and Kosher certifications
- Launched Tea Time Rooibos and Boxer Rooibos
- Launched Shoprite Housebrand cappuccino, Antigua
2015
And then?
- Awarded Big Brand of the Year by Shoprite Group
- First consumer communication
- Launched Laager Facebook
- Page and Tea4Kidz website
2017
And now?
- Launched Tetley Green tea -
- #2 Pure Green Tea in 6 months
- Record Black tea production at Joekels factory (279 tons in 1 month)
2018
Lebo and Tebo
- Laager partnered with twin chefs, Lebo & Tebo Ndala
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