In 2019, Lungelo Mgaga and Patric Thokkie started a juice-making business in Mgaga’s kitchen with just R800. The pair, together with Thabo Twala who joined later, are the engine behind Loxion Fruit Beverages, a juice production company based in Dobsonville in Gauteng.
Mgaga, who has 10 years of experience working within the retail space, says his studies in public relations are really coming in handy with the launch of the business.
He says the business started out of a shared passion with Thokkie. “[Our juice business] started in the streets of ‘Dobsi’, between two guys ba se kasi, coming together with an entrepreneurial spirit. [We had] a vision that was inspired and motivated by a passion for business in the beverage industry and food.”
Initially the pair bought purified water, low-cost water bottles, and packaging material, amongst other ingredients. He says they went door to door in Dobsonville, selling their product and improving the taste.
“We [started] Lifeway Imphatho Brands, a 100% black-owned food brand and beverage entity. Loxion Fruits is a 100% fruit juice blend that tells the story of a kasi drinking culture.”
A beverage for the people
Mgaga says the production of the juice is heavily influenced by Dobsonville, and therefore by creating it, they attempted to appeal to the culture and tradition of the people in the area while delivering “a vibrant, fruity juice taste”.
The fruit they use to produce the juice, says Mgaga, comes from local farms. “[We extract] the natural liquid [from the fruit]. And [with] the fruit-flavoured pulp, we produce high standard [juice] with purified water. We use a juice-mixing machine right down to [the] bottling, capping and labeling.”
The company has not been without problems, explains Mgaga. He says accessing the retail market has been a challenge, as well as a lack of finance, and sometimes suffering losses due to customers not making their payments.
“Trying to find a strong team that will carry out the vision [is also a challenge], but some of the greatest rewards [come] from seeing satisfied customers. Growing [our] brand amongst the community and the people, [especially] when they call you by the name of the brand.”
Mgaga’s vision for the Loxion Fruit Beverages brand is not limited to South Africa. He says they are currently working on integrating dairy products into their brand, and eventually want to spread across the continent.
“[Our vision [is] seeing Loxion Fruits in major brand retailers and wholesalers, and one day, to spread it internationally into [the rest of] Africa. It’s a juice of the people, or ijuice ya se Kasi.”
Mgaga’s advice for aspiring juice makers is simple: “Don’t sleep on your dreams, respect your vision, have an action plan, give it your best, and don’t give up.”
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