Experts often remind us that when embarking on something significant, a clear ‘why’ is essential. This underlying purpose can be the very thing that sustains us through difficult times and helps us navigate challenges.
Our ‘why’ can take many forms: financial goals, the desire for recognition, a sense of security, the importance of family, a chosen lifestyle, or the support of friends.
However, it’s also important to acknowledge that our motivations can sometimes stem from negative pressures, such as social expectations, family or cultural norms, the need to conform, or financial strain. In reality, our personal ‘whys’ are often a blend of all these different factors.
From the beginning myself and Chris’ why was actually quite clear, although we didn’t know it at the time. We wanted to get into coffee, obviously, but we also wanted to create a vehicle that could empower people. Life in South Africa is tough, especially for the vast majority of South Africans that are hustling and trying to make ends meet in the country with the highest unemployment rate in the world.
These days it’s easy to feel overwhelmed by large-scale problems and to think that individual action won’t make a difference. The temptation can be to simply carry on with your daily life. However, Chris and I were looking for a way to contribute meaningfully to people’s lives. From the outset, Abantu Coffee’s mission was twofold: to make quality coffee accessible to anyone and to create as many employment opportunities as possible.
One aspect that particularly struck us as we learned about the coffee industry was the often-unregulated nature of the informal job market in hospitality and service within South Africa. Even today, it’s not uncommon to find employees in coffee shops who lack basic employment contracts, let alone benefits like structured schedules, leave, or UIF (Unemployment Insurance Fund).
The bad thing is (and I’m generalising here) that many coffee shop or restaurant owners exploit this system for their own good and to maximise profits, and because jobs are scarce, employees are left with a take it or leave it predicament.
So, for Abantu Coffee, our why is our people. We see the people who work for the company not as mere employees, but actually as partners in our business. We really take pride in creating a working environment that people love to be part of, and as management we expect to be held accountable on these promises. That’s why we close earlier than other coffee shops, allowing our team more time to get home and focus on their personal lives. That’s why we close early on Sundays, so employees can have family time and actually have a life outside of work. We also offer paid leave for study or maternity, aiming to support employee’s personal and professional growth. Providing UIF and medical aid is another way we strive to ensure our team feels secure, even if they eventually move on from Abantu.
You would think that these things are standard practice in any full-time job, but the reality is that it is not. We take great pride in being a company that is able to offer these benefits to our employees, because the results speak for themselves. You end up with people who you consider your friends, who you trust and who trusts you, who can enjoy their work while also being responsible. People who are pulling in the same direction as you and an environment where individuals will go the extra mile for one another. Ultimately, creating a work-life balance that provides a platform for individuals to live with dignity and move forward in their lives.
The coffee industry has been under severe pressure in the last 12 months with climate change in particular contributing to bad crop yields in the world’s largest green coffee bean producing country, Brazil.
Green bean prices have skyrocket up 70% since November 2024 with demand just simply outweighing supply and it is becoming increasingly more difficult to maintain low prices for our daily cups of coffee.
However, like any business or worthwhile endeavour, challenges will arise. It’s how we, as individuals and as a business, choose to respond that truly matters.
The next few months will be tough for the coffee industry, but when you have people like we do in Team Abantu, it’s always worth it in the end.
