The food and beverage industry is a complex space, from production and health regulations to distribution logistics. It often seems like a game reserved for major players with deep pockets. But for one entrepreneur, the dairy industry was an opportunity rather than an obstacle.
In this week’s SME Founder Focus, we profile Khauhelo Lefoka, the founder of Moghurt Dairy, a brand that has grown from humble beginnings into a promising dairy business.
From Job Loss to Entrepreneurship
Like many South Africans, Khauhelo felt the harsh impact of the COVID-19 pandemic. After losing his job, he found himself at a crossroads, searching for ways to generate income.
“The creation of Moghurt Dairy was something that unexpectedly came to me. After losing my job, I needed something to keep me busy while job hunting, so I decided to resell yogurts. Unfortunately, or fortunately, no job opportunities arose, so I continued selling products,” he recalls.
What started as a temporary way to make ends meet quickly evolved into something bigger. Instead of giving up, Khauhelo took a leap into the dairy business, determined to build something sustainable.
The Birth of Moghurt Dairy
Inspired by his son’s name, Mo, Khauhelo combined it with “yoghurt” to create Moghurt. While he initially envisioned manufacturing his own products, financial constraints and ongoing load shedding forced him to pivot toward owning a dairy brand instead.
“Due to the cost of machinery and load shedding, entering that space was too risky for me,” he explains. Instead, he focused on branding, sourcing, and distributing high-quality dairy products under the Moghurt name.
Growing Through Community Support
Marketing is often one of the biggest expenses for any startup, and Moghurt Dairy was no exception. Without a large budget, Khauhelo had to get creative, relying on his local community to help spread the word.
“Due to financial constraints, we had to rely on the little we had by creating a collaborative network. We partnered with restaurants, spaza shops, and even local soccer tournaments to get our brand out there,” he says.
Beyond grassroots marketing, Khauhelo also sought out industry experts, private sector partnerships, and government institutions to help refine his product and expand his business. He emphasizes the importance of attending workshops and training sessions, even when they seem exhausting.
“They are crucial in providing insights and knowledge to maneuver in this fast-paced industry,” he adds.
A Taste of Moghurt Dairy’s Future
Moghurt Dairy currently serves around sixty spaza shops in the Kathorus area (collective area encompassing Katlehong, Thokoza, and Vosloorus), with ambitious plans to expand. “We aim to grow to two hundred and fifty by the end of this year,” Khauhelo shares.
The next big step? Breaking into formal retail. “We have approached some major retailers, and they are keen to have us on board. Hopefully, by the end of the year, we’ll have secured at least one retail partnership. But we need to pace ourselves and ensure we provide the best service to our current customers first.”
Looking ahead, Moghurt Dairy is set to expand its product range. “We will be launching our cordials and yoghurts very soon. But for now, we want our dairy blend juices to be accessible everywhere,” he says.
Despite starting out as a juice distributor, Khauhelo is clear about his vision: “We are a dairy company first and foremost, not just a juice company.”
Commitment to Health and Quality
Moghurt Dairy places an emphasis on its products not only being about taste but also about providing a healthier option for consumers. The company’s dairy beverages are crafted to ensure they are both delicious and nutritious, with a focus on low-sugar options that appeal to health-conscious customers. Moghurt adheres to South African health and safety regulations, with all products manufactured in compliance with the Certificate of Acceptability (COA), as well as the Food Safety and Sustainability Initiative (FSSI) standards. This commitment to quality ensures that customers can trust the brand for both taste and safety.
“As a company, we prioritise the health and well-being of our customers. Our goal is to offer products that not only satisfy cravings but also provide a healthier alternative for those looking to make better choices in their diets,” concludes Khauhelo Lefoka, founder of Moghurt Dairy.
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