Success Stories of Happy Culture Entrepreneurs

What started as a passion project in a home kitchen has grown into a thriving health and wellness brand. Marc and Manon, visionary founders happy cultureturning their love of kombucha into a booming business. Happy Culture specializes in making delicious functional drinks that are quickly becoming popular among health-conscious consumers.

Learn about their entrepreneurial journeys, the challenges they overcame and their advice to businesses aspiring to enter export markets.

What is the inspiration for Happy Culture?

After completing my studies, I spent some time traveling with the intention of investing in personal development and exploring life from a new perspective. This journey deeply connected me to the beauty of life and I returned to South Africa with a wealth of inspiration and passion to make a positive impact. During this time, my entrepreneurial spirit was energized and I longed for meaningful pursuits. I also developed a keen interest in health, happiness and overall wellness. Combining these passions, the vision of a happy culture took shape. Our mission is to inspire and support people to live more vibrant and fulfilling lives by making healthy consumer choices more fun and convenient.

What is your target market? How do you achieve these goals?

Our target market is wide and all age groups and groups of people enjoy our products. The inclusion and diversity of the Happy Culture community brings us great joy. The common denominator is that people appreciate products that are delicious, convenient, and good for their health. Given the nature of our products, we are positioned at a higher price point, which means our products are currently primarily targeted at the middle and upper income groups. As we continue to invest in new business and product development efforts, we expect to expand our footprint.

How has Happy Culture developed since its inception? What were your key milestones?

We first entered the market in the spring of 2017. The first step was to conduct a proof of concept in independent stores and the Wellness Warehouse in Cape Town. Following a successful market trial, we expanded to other parts of South Australia and were listed on Food Lovers Market and Pick n Pay. In 2021, we launched Checkers, Dis-Chem and Clicks. In 2023, we exported our first products to Mauritius and launched two new product lines. Key milestones include establishing the first FSA compliant commercial kombucha factory in South Africa, successfully launching products with major retailers, expanding the new product range and building a strong and happy team. We are incredibly proud and grateful for our journey so far!

What insights can you share with South African entrepreneurs who are just starting out?

When you express your fullest, most vibrant self, you become a magnet for great opportunities, ideas, and good fortune. Stay curious and develop an interesting way of living and working. Nourish and respect your body, get some rest, and be kind to others. Passion is contagious and will take you far. Be very clear about your “why”. Make sure your business vision is clear and delivers real value – a business that goes beyond financial aspirations to serve the greater good. If your “why” is clear, the “how” and “what” will follow.

Happy Culture has been sold to Botswana, Namibia, Mauritius and many other countries. Why did you choose to sell your products in these countries? What factors have helped you establish yourself in these new markets?

While it is tempting to explore more developed global markets, we are most passionate about making an impact in Africa, particularly in markets where access to high-quality, health-conscious products is more limited. We fully believe in the potential of African Mamas and we are extremely honored to serve our home community. Currently, neighboring countries and Mauritius are the easiest to reach, but we hope to expand to more African countries as trade routes and economic opportunities open up.

How do you stay competitive in these markets?

So far, our growth in these markets has been largely organic. With the expansion of resources and production capacity, we plan to increase investment in brand building.

What are your future expansion plans domestically and internationally?

There is still a lot of work to be done in South Africa and we are excited to continue to build the brand and make an impact locally with our current range of products (and potentially more in the future). Internationally, we aim to expand our presence in Namibia, Botswana and Mauritius, and hope to expand into other African markets. We are also exploring potential opportunities in the UAE and EU markets.

What advice do you have for new exporters?

If you’re new to exporting, I recommend starting small with a partner that fully supports your brand’s mission. We were lucky enough to be able to work on an ex-works basis from Mauritius Export, which was very helpful as we tested the waters. Also, pay attention to where and why you are expanding. Ask the following questions: Which markets would benefit most from your product? Does it make ecological and economic sense?