For author and self-taught chef Pumla Brook-Thomae, launching her herbs and spice business is a journey woven with childhood memories, lessons from the land, and a vision revived.
Growing up on a farm and teaching herself to cook shaped her passion, ultimately leading to the creation of her brand, Pumla’s Food.
For Brook-Thomae, it is more than just a business, it’s a continuation of her father’s dream. It brings her back to the family’s roots, where her love for good food first took shape on their farm in Kariega, Eastern Cape, 35 years ago.
Rooted in heritage
It was her father’s vision to farm after being denied the opportunity to practise as a qualified attorney during the apartheid regime. Brook-Thomae says instead, he used his knowledge of wild herbs to become a herbalist.
This instilled in her a passion for agro-processing, which continues to drive her business today.
She says the biggest challenge that made farming difficult was the water crisis. “Our farm was a place where food was not in abundance. We did not grow food, except for a small potato garden, due to a shortage of water.”
“Some of the food [was] foraged and hunted. I recall enjoying wild greens, cherries, rabbit, and even snake meat once.”
Brook-Thomae tells Food for Mzansi they sold prickly pear to supplement their household income, which taught her the value of cultivation and selling produce.
“My mom bought and re-sold fruits and vegetables and sometimes pineapples we bought from close-by farms.”
Over the years, Brook-Thomae has continued practising the art of food – food that heals, food that is safe, food that tells a story, that reminds her of family, and that embraces natural ingredients with a dash of indigenous influence.
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Small start, big on taste
Brook-Thomae lived in Croydon near Khayelitsha in Cape Town for years, pursuing her food art and relying on shop-bought ingredients. “I soon realised the high cost and short shelf life of fresh herbs.”
In 2009, she started a small garden in her backyard with the help of an expert from Stodels Somerset West.
She says as soon as she started, she felt rooted back home, to her childhood, to her family surroundings, and most importantly, the art of growing food made her realise that it’s possible to do more than just have a food garden.
“I later expanded my network to include local farmers in Khayelitsha, Cape Town.”
During the Covid-19 pandemic, she relocated to Gqeberha in the Eastern Cape to care for her sick mother. There, she discovered a chilli tree grown by her brother.
“This inspired me to launch Pumla’s Spices, a condiment company specialising in organic chillies. Our company’s tagline, ‘Made in small batches – packed with flavour,’ encapsulates our unique selling proposition.”
She notes that their defining qualities include small-batch production, an emphasis on flavour, and the use of freshly grown vegetables sourced from local farmer’s markets.
Spicing up life
Pumla’s Food offers a range of products, including spices like organic turmeric and a unique curry combo that blends her Middle Eastern-flavoured curry powder with Indian masala, perfect for creating a killer lamb curry.
She says, “We also offer low-MSG seasonings such as shisanyama, chicken, and spicy BBQ rub.”
The brand also provides fresh mixed herbs and sauces like hot sweet chilli sauce, tomato chilli jam, and pickled beetroot.
“Our latest addition is periperi sauce. Currently, we are developing new sauces, including an Italian basil-infused pasta and pizza sauce, and a beetroot chutney to replace our pickled beetroot. Wild pesto is also on the pipeline.”
During her journey to find her purpose, she encountered challenges, including underestimating the difficulty of growing enough crops for her condiments, which led her to seek additional suppliers to minimise costs.
She adds that another challenge is working alone and now plans to hire more labour to upscale her production.
Beyond borders
Pumla’s Food on a billboard, whether it’s a spice or a seasoning. That’s where Brook-Thomae would want to see her brand in the next few years.
She says her goal is to expand her brand’s presence in various markets, which will require hiring personnel to upscale production.
“In the long term, I aim to tap into international markets, leveraging my existing network and the global success of my cookbook.”
She adds, “I am confident that my business has the potential to thrive on the global stage.”
Overall, she hopes her business will contribute positively to the local community by promoting sustainable agriculture, supporting small-scale farmers, and providing job opportunities.
She shares five elements for building a successful business:
- Choose a relevant business name: Select a name that reflects your business and is memorable (e.g. Pumla + Food).
- Register your company: Formalise your business by registering it with the relevant authorities.
- Maintain tax compliance: Meet tax requirements to attract partnerships and grow your business profile.
- Deliver exceptional customer service: Treat every customer as your only one to encourage loyalty.
- Embrace constructive criticism: Be open to helpful feedback for growth, but distinguish it from baseless criticism.
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