There’s something quietly powerful about the ritual of tea. In kitchens across South Africa, it marks the beginning of a new day, comforts in moments of pause, and brings people together across generations. In an ever-evolving world, tea remains timeless—and the best tea, like the best stories, is steeped in authenticity and care. At the heart of this tradition is Joekels Tea Packers, a proudly South African brand whose story is as rich and layered as the blends it creates. Founded in 1994 by Joe Swart and Jonathan Kelsey, Joekels was born from a leap of faith and a cement mixer. With no formal training but an unshakable passion for tea, the pair left their day jobs, pooled their savings, and started blending from Joe’s garage in Durban. From these humble beginnings came Phendula Tips, a tea that would go on to earn a place in countless KwaZulu-Natal homes. It was a gritty, hands-on start—mixing tea in borrowed equipment, packing by hand, selling door-to-door. But what they lacked in resources, they made up for in resilience. Three decades later, Joekels has grown into one of South Africa’s most trusted names in tea, still guided by the same spirit of curiosity, courage, and care.
From Garage Blends to Global Standards
Joekels has come a long way since its garage days. Now the third largest tea manufacturer in South Africa, the company blends and packs a wide range of household tea brands, including Tetley, Laager Rooibos, and Society Cappuccinos. Through the years, strategic collaborations and acquisitions have helped expand its footprint—from the purchase of Laager Rooibos in 2003 to a partnership with Tetley in 2006, culminating in Tetley’s majority stake in Joekels. Despite its rapid growth, Joekels has held tightly to its core: blending teas that are generous in quality, honest in pricing, and reflective of South African tastes. But beyond scale, Joekels is defined by precision. Their Master Tea Blender, Jonathan Kelsey, has had his taste buds insured for R5 million—a symbolic move that speaks volumes about the brand’s obsession with consistency and flavour. From classic black teas to green teas, spice-infused Chais to kid-friendly Rooibos, every blend is crafted with intention. The team doesn’t chase trends—they listen to drinkers. Whether launching new infusions or developing wellness teas, Joekels leads with insight and innovation, grounded in the belief that the best brews come from paying attention to people first.
Brewing Connection, One Cup at a Time
What sets Joekels apart isn’t just the tea—it’s the way the brand continues to centre people in everything it does. From empowering small farmers and sourcing ethically, to creating caffeine-free blends for kids and community-focused campaigns, Joekels brings warmth and integrity to every part of its business. Even its foray into the coffee space with Society Cappuccinos is rooted in the same purpose: to bring people closer through everyday rituals. The company’s trajectory is proof that local businesses, when anchored in passion and built with heart, can stand tall in a competitive market. Joekels hasn’t just created tea brands; it has created daily moments of connection in homes across South Africa. And that’s perhaps the most powerful blend of all.
To know more visit:
Instagram- https://www.instagram.com/tetleyteasa
Website- https://www.joekels.co.za/collections/tetley-tea
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