What started as a passion project in a home kitchen has blossomed into a thriving health and wellness brand. Mark and Manon, the visionary founders of Happy Culture, transformed their love for kombucha into a thriving business. With a focus on crafting delicious, functional beverages, Happy Culture has quickly gained popularity among health-conscious consumers.
Learn about their entrepreneurial journey, the challenges they’ve overcome, and their advice for businesses aspiring to enter into the export market.
What inspired the creation of Happy Culture?
After finishing my studies, I took some time to travel with the intention of investing in personal development and exploring life from new perspectives. This journey profoundly 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 alive and eager for meaningful pursuits. I also developed a strong interest in health, happiness, and holistic wellness. Merging these passions, the vision for Happy Culture took shape. Our mission is to inspire and support people to live more vibrant and fulfilling lives by making healthy consumption choices more fun and accessible.
What is your target market, and how do you reach them?
Our target market is broad, with people of all ages and demographic groups enjoying our products. It brings us great joy that the Happy Culture community is so inclusive and diverse. The common thread is people who appreciate tasty, convenient products that support their health. Given the nature of our products, we are positioned at a more premium price point, meaning our products are currently mostly accessible to middle- to high-income groups. As we continue investing in new business and product development endeavors, we hope to expand our reach.
How has Happy Culture grown since its inception, and what are your key milestones?
We first launched onto the market in Spring 2017. The initial step was to run a proof of concept in independent stores and Wellness Warehouse in Cape Town. After a successful market trial, we expanded to other regions in SA and secured listings with Food Lovers Market and Pick n Pay. In 2021, we launched with Checkers, Dis-Chem, and Clicks. In 2023, we shipped our first export to Mauritius and launched two new product lines. Key milestones have included setting up the first FSA-compliant commercial kombucha plant in SA, successful launches with key retailers, expanding into new product ranges, and building a strong and happy team. We’re incredibly proud and grateful for the journey to date!
What insights can you share with South African entrepreneurs who are just starting out?
When you show up as your fullest, most vibrant self, you’ll become a magnet for great opportunities, ideas, and good fortune. Stay curious, and cultivate a playful approach to life and work. Nourish and respect your body, rest well, and be kind. Passion is contagious and will take you far. Be very clear on your “Why.” Ensure that your business vision is clear and provides true value—a business that serves a greater good beyond financial aspirations. If your “Why” is clear, the “How” and “What” will follow.
Happy Culture is now sold in various countries, including Botswana, Namibia, and Mauritius. Why did you choose to sell your products in these countries, and what factors helped you establish yourself in these new markets?
While there’s an appeal in exploring more developed global markets, we are most passionate about making an impact in Africa, especially in markets where access to quality, health-conscious products is more limited. We fully believe in the potential of Mama Africa, and we are deeply honored to serve our home community. Currently, the neighboring countries and Mauritius are the most accessible, but we hope to expand into more African countries as trade routes and economic opportunities open up.
How do you stay competitive in each of these markets?
Our growth in these markets has been largely organic so far. As resources and capacity expand, we plan to increase investments in brand building.
What are your expansion plans for the future, both domestically and internationally?
There is still much work to be done in South Africa, and we’re excited to continue building the brand and making a local impact with our current product ranges—and possibly more to come. Internationally, we aim to grow our reach in Namibia, Botswana, and Mauritius and hope to expand into other African markets. We’re 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 who fully supports your brand’s mission. We’ve been fortunate to work on an ex-works basis for our Mauritius export, which has been very helpful as we test the waters. Also, be intentional about where and why you expand. Ask questions like: Which markets would most benefit from your products? Does it make ecological and economic sense?
