South Africa has a complicated relationship with food. While there is no shortage of meals, eating healthy isn’t always easy or affordable. According to data from WHO, more than 68% of South African women and 31% of men are overweight or obese, and lifestyle diseases like diabetes and hypertension are on the rise. Other statistics reveal that deaths from these conditions jumped by nearly 59% between 1997 and 2018. However, the bigger issue is that many people can’t afford to eat well, as over 50% of South Africans struggle to buy nutritious food, forcing them to rely on cheaper, processed alternatives. This is precisely what Bontle Tshole set out to change when she founded Baaa Health.
While studying Psychology at the University of Johannesburg in 2017, Bontle Tshole noticed a significant gap in the food industry. People wanted better food but couldn’t find it because healthy food options were either too expensive, bland, or culturally irrelevant.
This was troubling, and she wondered how South Africans could easily access healthy, accessible, and palatable food. Instead of forcing people to follow strict “healthy eating” rules, she founded Baaa Health to address the accessibility to nutritious food in South African communities.
What’s on the menu?
Baaa Health is focused on producing affordable, nutritious, and culturally inspired food that fits into the lives of modern South Africans. It offers health bars that are gluten—and dairy-free. It also provides nutrient-dense drinks, alkaline water, and balanced meals for people who want to eat well without breaking the bank. These products are available for individuals and those who wish to purchase healthy meals for corporate events, private parties, and wellness programs.
Baaa Health has established four meal and five beverage categories in five years, recording over $150,000,000 in sales. The food brand supports local farmers by sourcing ingredients locally. It also prioritises hiring young women from disadvantaged backgrounds, offering them employment opportunities and empowering them to achieve financial independence.
In addition, Baaa Health raises community awareness about the importance of nutrition and healthy living to help combat lifestyle diseases like diabetes and hypertension.
Outside Baaa Health, Bontle Tshole founded The Luminary, a business incubator that empowers young African women by providing resources and support for building sustainable businesses.
