Being A Woman & A Street Vendor

Local Women Entrepreneurs Succeed in the face of Adversity.

By: Tsholofelo Letsholo

Thandeka Gumede

The global economy benefits significantly from the socioeconomic contributions made by female entrepreneurs. According to data from the Boston Consulting Group, companies run by women typically have higher returns and are more successful financially than those run by men, making them a safe haven for funders and investors. In South Africa women’s entrepreneurial engagement increased in 2021-2022, with 11,1 % of working age women engaging in early stage entrepreneurial activities. However, just 21% of formal SME firms are owned or operated by women.

Despite poor access to funding, land and unsupportive entrepreneurial conditions faced by women in the agricultural sector, Thandeka Gumede, a retired social worker, fashion designer from Ndwedwe, located northwest of Durban chose to follow her passion and is now a mixed farmer entrepreneur. With an early farming background, she saw the gap in the market which would enable her to turn her passion into a business,

“I realised people wanted organically grown vegetables, naturally processed products, and  umleqwa, (hard body chicken,) correctly prepared, cleaned, and delivered to their homes, all at an affordable price,” says Thandeka Gumede.

She then requested land from the chief in the ward, and began planting amadumbe (root potatoes), as this was easily accessible in her community. 

Thandeka Gumede’s produce

With time she applied for funding and was approved, which enabled her to fence her farm field, and thus plant a variety of crops (root potatoes, tomatoes, butternut, maize, and beans, onions, carrots etc) and farm livestock (mainly cows, sheep, and poultry farming).

Despite the tough economic climate, there is a growing demand for healthy and sustainable products at affordable prices. Thandeka uses vegetable peels and waste from prepared food, and farm crops to prepare her compost, her chickens are fed with corn that is from her farming fields, and her lemon juice, is without chemical preservatives as well.

For Xoliswa Malinga breaking into the market came as result of the COVID-19 lockdown, her business Xoli’s Smoothie Bar, located in Durban CBD, caters to a variety of tastes and needs for her clients,"I started making smoothies for family, friends and some residents around the Durban CBD during lockdown, when they continuously praised the tastes and wanted more, I saw a business opportunity, now I make orders for some people who have high blood pressure, sugar diabetes, those wanting to lose weight, or desiring something healthy and cool to enjoy in the morning,” commented Xoliswa Malinga

Combined with Durban’s warm climate, vibrant, sweet and detox smoothie selections, and her fresh Breakfast Brunch cups, Xoliswa Malinga like Thandeka Gumede provided a service of convenience to their clients; affordable, healthy products delivered timeously upon request.

Londeka, a client of Xoli’s Smoothie Bar noted changes in her energy levels and being full for longer, in the morning and was drawn back by the variety of flavours, textures and customer service, “Xoli’s smoothies are creamy and delicious, and her deliveries are always on time, I don’t know which products she uses, but her yogurt in the fruit cups is the best.”

Smoothie and Breakfast Brunch

Xoliswa’s studies in Food and Beverage Consumption, as well as a Diploma in Hotel Management aided her in understanding brand awareness, she consulted graphic designer Grace Nzimande to create her brand logo and posted her products on social media to engage her clientele and attract new customers.

"I think selling your product is the best thing to do as a start-up. Do the research, consult the professionals, where you can, I pride myself in being presentable when doing deliveries, this is all important if I want to gain knowledge and continue to grow in my business.”

Amongst the challenges facing women entrepreneurs is the approach to business, firstly being a side hustle, which extends the base time to transition into a formal business.

Xoliswa Malinga, is a Court Clerk at the Durban Magistrate Court, singularly having to handle orders, and deliveries, before making her way to work,

“I unfortunately do not have space, and much funding, so I cannot hire anyone as I fund my own business, which is why I am strict with my customers, I urge them to make orders the evening before, so I can correctly prepare for them,” stated Xoliswa Malinga.

The Kwa Zulu-Natal Department of Economic Development and Environmental Affairs (edtea) is providing workshops to help entrepreneurs access funding, understand the nature of businesses, and grow their skill sets.

An official facilitator observed that many people struggled with correctly dispersing money across business needs and wants, however as edtea continues to “review the challenges, the skills and training required to help people grow their businesses. Share information that will ensure that more people are operating their business for success whilst creating job employment, amidst the common challenges in start-ups,” the future and South African economy is likely to have more positive contributions by women entrepreneurs in agriculture, food and other sectors sooner rather than later.  

Thandeka Gumede and Xoliswa Malinga urge entrepreneurs to follow their passion, as the challenges of owning a business are easier to cope with when reminded of your why,  

“I think once I can get irrigation systems, and a vehicle to transport my crops, business will be much better, as it will be easier to make my deliveries and reach more people, which in turn will require me to increase production, and so I can employ more people, positively impacting my community,” stated Thandeka Gumede.

Xoliswa hopes to expand her bar, include juices, and more healthy breakfast meals and open a restaurant, so she too can create job opportunities in her community.