Letting go of a golden dream :: Mmegi Online

Nineteen years ago, a miracle happened in the narrow arena of citizen enterprise in the equally constricted local manufacturing sector. The country’s first 100 percent fruit juice manufacturer opened its doors, employed 120 Batswana at some point, and become a household name. The company closed its doors March 2013 and was auctioned yesterday. Founder, Ephraim Setshwaelo takes Staff Writer, MBONGENI MGUNI, through the years

There is a saying in the 100 percent juice business: it’s magic lies in the fact that is “juice is food, juice is better than fizzy drinks and juice is better than alcohol”. Juice’s popularity also piggybacked on the growth of the global health movement, which began in the 1980s.

Globally, the industry is worth approximately US$30 billion (P285 billion) per annum, which is easily twice the projected size of the local economy for the 2014-2015 financial year. The potential for the business in Botswana was recognised early by South African juice giants, who quickly established firm supply networks through retail networks dominated by players from that country.

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