LUFEFE Nomjana used his last R40 to set up a business, making and selling spinach bread in 2012, now his bright-green loaves can be found at hotels and high-end shops.
Nomjana, 28, from Khayelitsha, is a UCT School of Business graduate who discovered spinach was a superfood when he volunteered at the Abalimi Bezekhaya for Hope gardening project.
“The project was run by old mothers with a lot of knowledge in and a passion for vegetables. I made compost there, and it was at the project where I saw how easy it is to grow spinach.”
After doing thorough research, he developed a recipe for spinach bread, muffins and rusks. The recipes to his bright-green breads are top secret.
Nomjana said he was fascinated by spinach, and did research on its benefits.
“Each leaf has 13 phytochemicals to prevent cardiovascular and chronic diseases. After I was armed with that information, I decided to incorporate spinach into existing diets. Spinach is a medicine.” Nomjana sells his bakes to a number of outlets and restaurants, including Hotel Verde, one of the world's top green hotels.
His company Spinach King employs 12 people, including bakers, managers and PR staff.
But getting his business off the ground was not an easy task, even armed with a business plan, he says potential investors turned him down.
He said he then drew up a business proposal and pitched to potential investors who turned him down because no one understood his concept as it was the first of its kind.
“That did not deter my spirit. I told myself its time I put idea into action. I had R40 only in my pocket. I used it to buy flour and borrowed an oven from my neighbour. I baked a few loaves of spinach bread, and that was the beginning.
“I planted spinach and began experimenting with recipes. My vision was to produce something that would convince people in my neighbourhood that healthy eating could be as affordable and tasty and convenient as the fast food they are used to.”
Nomjana sold his recipe to a restaurant in the US last week.