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


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

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


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

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


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)

… 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


Once again we moved to bigger premises

  • Certificate of acceptability for food premises obtained
  • Bigger is Better: Moved to 23-33 Hagart road

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


And now?

  • Awarded Big Brand of the Year by Shoprite Group
  • First consumer communication
  • Launched Laager Facebook
  • Page and Tea4Kidz website