How long has it been since a visit to a township veggie stall made you smile? Genuinely smile. For many, the answer might be never. However, in Benoni, Gauteng, one woman is changing the look, vibe, and perception of township vegetable stalls completely.
On the corner of Eiselen Street, Mandela Ext 24, in Etwatwa, you’ll find a brightly decorated vegetable stall. It’s really hard to miss, thanks to the large “Indalo Fresh Market” sign mounted on top of her container roof.
Step in, and you’ll be greeted by its owner, Leemo Atumane, a bachelor of education student at the University of South Africa (Unisa). Her dream, she says, is to specialise in agriculture with a post-graduate certificate in education next year.
“When I was retrenched in 2022, I struggled to find a good job,” she tells Food For Mzansi.
Struggling to find a fulfilling job, Atumane pursued her entrepreneurial dreams, starting a business while studying full-time, selling chopped vegetables.
“I saw that it was a working business that helps people who do not have time to actually chop vegetables,” Atumane explains.
This initial venture laid the groundwork for what would become Indalo Fresh Market.
“An idea for a fruit and vegetable market came to mind after resigning from my last job in March, and my vision began to take shape through extensive research and conversations with a local fruit and veg vendor.”
Buy local, think global
Indalo Fresh Market offers a variety of fresh produce, including potatoes, onions, tomatoes, lettuce, and spinach, sourced from local markets and farmers.
“I get most of my produce from fresh produce markets, but the spinach and lettuce I get strictly from local farmers,” Atumane says. By sourcing locally, she ensures the highest quality for her customers.
Starting a business from scratch was not easy. Atumane had difficulty in finding a place to rent for her market. “I was unable to secure a permanent location because all the busy spots that were good for business were taken.”
However, persistence paid off, and she eventually found a space opposite her hair salon.
“It’s a good spot because it’s on the main road, near a big clinic and very busy,” Atumane says.
Indalo Fresh Market officially opened its doors on 1 May 2024 and has since gained a loyal customer base, thanks in part to Atumane’s previous entrepreneurial experience.
“It has been overwhelming because previously I did my chopped vegetables business online. Customers ordered on WhatsApp, and I would deliver to them when I was done chopping the veggies at home,” she reflects.
The physical shop required new skills, especially in financial and inventory management, she admits.
Pulling out all the stops
Atumane’s vision for Indalo Fresh Market extends beyond her current location. She sees Indalo having other branches in the township and supplying other small businesses and vendors around.
“I am depending on the business and my commitment is reflected in the sacrifices I make, such as removing my car seats to transport stock since I don’t have a bakkie. I’m currently living from hand to mouth with my business,” she candidly admits.
“The most important thing I have learned is resilience and adapting to different challenges that come my way.”
Meanwhile, she ensures everything is done to keep customers returning.
To accommodate modern shoppers, Atumane added card and SnapScan facilities. Her stall also stands out for its meticulous atmosphere, with fresh flowers and vibrant decor.
Knowing that many customers visit with their children, she keeps a jar of lollipops on the counter. Whenever a child accompanies their parent, Atumane offers them a free lollipop.
Passionate about promoting healthy eating habits, Atumane plans to host farmers’ markets and wellness events to educate the community on nutritious, and vegetable-based meals.
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