Joekels was founded 30 years ago by Pinetown-based friends, Joe Swart and Jonathan Kelsey. Over the years, they have fostered a culture where women are empowered with the opportunities and freedom to grow.
Candice Sessions, marketing manager, explains: “Joekels has always been an environment where women can contribute meaningfully, drive both personal and business growth, and ultimately thrive. We’re incredibly proud of the talented women across our business who contribute in so many different ways, and we want to shine a spotlight on the unique career paths that have brought them to Joekels, as well as the impact they make every day.”
Hlengiwe Gcabashe | Professional Tea Taster, Buyer and Blender
Few people can say they have built a career through their sense of taste!
But Hlengiwe Gcabashe has done exactly that, becoming the first Black female professional tea taster in Southern Africa. Over the past 17 years, she has worked her way up from Assistant Tea Taster to Professional Tea Taster, Buyer and Blender, travelling to tea-growing regions across Kenya, Malawi, Zimbabwe, and Sri Lanka to deepen her expertise.
“My inspiration came from tea’s unique ability to connect people, culture, and wellness,” says Hlengiwe. “I was drawn to an industry built on tradition, travelling to tea-growing regions in different parts of the world and gaining knowledge and understanding of the industry – from bidding in the auction houses to the manufacturing stages in the tea estates.”
Today, her role at Joekels extends beyond simply tasting tea. She evaluates hundreds of samples, sources quality teas from around the world, collaborates on new product development, and helps maintain the high standards that consumers expect from Joekels brands such as Tetley and Laager Rooibos.
“I am honoured to be recognised as the first Black female tea taster in Southern Africa,” she says. “Representation matters. If my journey can inspire the next generation, then we are moving the industry forward together.”
She says greater diversity is helping to shape the future of the tea industry: “Women bring a strong emphasis on relationships, attention to detail, and community impact. We balance respect for tradition with openness to innovation. Having diverse perspectives across tasting, sourcing, and leadership roles strengthens the industry and helps ensure it reflects the people we serve through our brands.”
Noorjehan Adam | Technical Advisor
While consumers may never see the science behind their favourite cup of tea, Noorjehan Adamworks every day to ensure every product meets the highest standards of food safety and quality. She says her fascination with manufacturing began long before tea.
“I’ve always been curious about how things are made – I used to love watching How It’s Made,” she says. “I started my in-service training in the tea industry, which gave me my first real behind-the-scenes experience of how a beverage enjoyed by millions is produced. That experience made the industry feel especially meaningful to me.”
As Technical Advisor, no two days are the same. She oversees food safety systems, audits,quality assurance processes, and compliance while working closely with teams across the business.
“One of the most rewarding parts of my career has been knowing that the work we do behind the scenes becomes part of someone’s daily routine, comfort or moment of calm.”
She believes women play a vital role in manufacturing and technical careers: “Women bringvaluable perspectives through their attention to detail, collaboration, resilience and problem-solving abilities. As more women take on leadership roles within the industry, they continue to inspire the next generation to pursue careers in manufacturing, science and food safety. Just remember to believe in your abilities and never stop learning.”
Natalie White | Chief Operating Officer
“I initially didn’t start my career in the tea industry, although tea has featured strongly in my journey,” says Natalie. “It is wonderful to be part of a business where you have a passion for the product and its benefits, and where you are selling something that you personally love. I am a real tea pot, so it was a natural fit for me to join Joekels Tea Packers.”
A Chartered Accountant by profession, Natalie has worked across banking, hospitality, insurance, and food manufacturing before joining Joekels. Today she oversees business operations while helping shape the company’s long-term strategy.
“In my role as COO, no two days are the same, which is what I love about my job. Each daybrings new challenges and opportunities. Aside from the day-to-day operational execution, I really enjoy driving and being part of the strategic direction of a business.”
For Natalie, leadership is ultimately about people: “The most rewarding moments are centredaround the people. Making a difference to people and their careers and helping to develop individuals has always been close to my heart.”
Jabu Ndlovu | Factory Supervisor
Jabu Ndlovu’s journey at Joekels is proof that dedication and a willingness to learn can open doors.
“I was drawn to the tea industry by the opportunity to be part of a sector that touches people’slives daily across the world,” says Jabu. “Starting as a tea packer, I got to grips with the job from the ground up, embracing every stepping stone along the way while developing an eye for detail.”
Today, she supervises a team of factory operators, ensuring products are packed efficiently while maintaining the high-quality standards consumers have come to expect from Joekels’ brands. Her recent milestone of 15 years’ service is a testament to both her commitment to the company and the values it represents.
“Women bring a powerful combination of attention to detail, empathy, and resilience,” says Jabu. “We balance multiple responsibilities with grace, from managing teams to maintaining quality standards.”
She encourages more women to pursue careers in manufacturing and the tea industry, saying:“Never be afraid to step up when opportunities arise. The tea industry offers incredible room for growth if you’re open to learning.”
Busisiwe Shawuka | Warehouse Manager
Busisiwe Shawuka’s 23-year journey at Joekels is a powerful example of what hard work, dedication and a positive attitude can build. Having started in an entry-level position, Busi has grown with the business and now plays a key role as Warehouse Manager, helping ensure orders leave the warehouse accurately and on time.
“Everybody loves tea, and it is a business that will always have an important place in people’slives,” says Busi. “I also see more people moving towards tea instead of sugary products, for health reasons. That’s how I know that our products are making a positive difference.”
Asked how she climbed up the ranks at Joekels, she notes “My hard work and dedication got me to where I am today.” One of her proudest moments has been watching Joekels grow from a team of six people into a strong competitor in the market with more than 240 staff.
On a typical day, Busi makes sure orders are picked, packed and ready to be loaded and sent to customers on time, while supporting her team, managing schedules and keeping the dispatch process running smoothly. She also helped redesign the warehouse, making it easier for warehouse pickers to do their jobs efficiently.
She believes women bring a practical and empathetic perspective to the industry: “Womenunderstand some of the struggles their fellow women face, from the need for better sleep to hormone support, and can help develop relevant products that support wellbeing in their communities.”
Twenty-three years later, her passion for the job remains as strong as ever. “It’s a cool place to work. You can get involved in creating new blends, visiting tea plantations, promoting new products, and working with partners and customers.”
