In a world where quick fixes often overshadow cherished culinary traditions, a new star is rising to bring the best of both worlds. With a background as a biochemist (graduating cum laude) and an MBA, Charles Mugoma, the owner of PapStix, an innovative twist on a South African favourite brings over 15 years of experience in the food industry to the table.
Imagine a perfectly portioned roll of pap, each bite revealing a mouthwatering sauce centre that bursts with flavour. This is what Mugoma did when he launched his innovative food product in Johannesburg a few years ago.
“The idea behind PapStix was inspired by the Japanese with their sushi. Here in Africa, we eat pap, which is made from maize and you have to cook and prepare it. We thought, what if we could make it more convenient, something you can eat wherever you are?”
Just heat and eat!
Mugoma says he was originally brought in to oversee the quality department and manage food safety certification. He notes that it took four years of dedicated development to bring PapStix to life. The product now boasts an impressive six-month shelf life at room temperature, he adds.
His extensive expertise has driven the creation and success of Papstix, but it hasn’t been without challenges.
“One of the biggest hurdles was optimising the shelf life of our product,” Mugoma explains. “The machine we needed to co-extrude our unique snack simply didn’t exist. It took years of development and perfecting the process, which is why we now hold a patent on it.”
This perseverance has paid off, with Papstix now able to safely produce an impressive number of products. “We can manufacture up to 80,000 units per month when operating 24/7,” he proudly shares.
“We have a patented core extrusion process, which means the pap is extruded with relish in the middle. This took quite a bit ofdevelopment, but it’s exciting. The unique selling point of PapStix is the convenience – no need to cook, just heat it up. It’s ready to eat, stays fresh for six months, and it is nutritious.”
PapStix also comes at an affordable price point, currently sold at just R10 per unit.
“When you compare it to something like a kota, it’s even slightly cheaper, but you’re getting so much more nutritionally,” he says.
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PapStix ingredients
PapStix is made using ingredients like carrots for the BBQ carrot flavour and tomatoes for the tomato and onion option.
Mugoma says, “With every 250-gram serving, you’re eating a meal that offers a lot of the recommended dietary allowance for the day, and it’s filling and affordable.”
According to Mugoma, the target market for PapStix is the middle class, especially those who need quick and convenient meals. They sell directly to customers in Johannesburg and there is an increasing demand from clients in Durban, Cape Town, Mpumalanga, and the Free State.
“Right now, we’re in the process of appointing distributors, so within a month or two, you’ll be able to find PapStix in Spar, Boxer, Pick n Pay, and other major retailers. Beyond the distributors, we have five full time employees, and we hire about 14 more when in full swing.”
Challenges of a startup
Despite its growing popularity, the journey has had its challenges.
“As a startup, people often don’t know what PapStix is. It takes time for the market to warm up to the idea. Some laugh at the idea but the reward comes when customers try it, love it, and send us photos of them enjoying it at home or at a braai. It’s incredibly satisfying.”
As PapStix continues to grow, Mugoma remains committed to maintaining high standards for a meal often underestimated.
“We are fully compliant with food safety standards and certifications. We’re also halaal-certified, which we just need to renew. Our commitment is to provide a nutritious, convenient product that resonates with African culture. This is our sushi.”
Looking ahead, Mugoma reveals plans for expansion both in product variety and market reach. “We’re not just stopping with pap. We’ve developed rice and cassava versions of PapStix, and we’re looking beyond South Africa to other African markets.”
Drawing inspiration from his African roots, he has crafted flavours such as tomato and onion. They are also working on new options like chakalaka, chilli beef, BBQ carrot, and chicken.
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