Jessica Bonstra is improving the grocery shopping experience in South Africa. Originally from the Netherlands, she relocated with her family to South Africa and was captivated by the townships’ rich cultures and entrepreneurial spirit.
But she observed that while urban centres enjoyed the convenience of online grocery deliveries, Township communities were often left to navigate logistical challenges to access necessities. They face unnecessary struggles when it comes to grocery shopping.
Consequently, in 2018, Bonstra collaborated with British entrepreneur Stefan Allesch-Taylor, and together, they founded Yebo Fresh, a startup tailored to help fight the food supply challenges in South African towns.
Yebo Fresh, Boonstra’s innovation
Yebo Fresh is an e-commerce platform designed to transform the distribution of goods within South African townships by connecting local retailers with high-quality products and services. It deploys innovative technology to streamline the supply chain, ensuring township businesses compete effectively with formal retailers.
Unlike traditional businesses with significant funding and infrastructure, Yebo Fresh started with the bare minimum. Jessica Boonstra tested her idea at its inception by setting up a simple WhatsApp-based ordering system. Orders were placed through WhatsApp or via a dedicated team of field sales agents, simplifying the purchasing process.
Now, Yebo Fresh utilises a dedicated warehouse fulfilment system and ensures delivery within 24 hours, eliminating the need for business owners to undertake time-consuming trips to wholesalers. Additionally, the platform provides a BNPL (buy-now-pay-later) option, leveraging customer insights and algorithms to offer financial flexibility to informal businesses lacking access to formal loans.
Boonstra impacts communities with Yebo Fresh
So far, the community reception has been overwhelmingly positive. Entrepreneurs and residents alike have lauded the ease and efficiency that Yebo Fresh brings to their daily operations. The startup has a committed field team of over 180 agents who work hard to ensure customers’ needs are met promptly, nurturing a sense of trust and reliability.
“My shelves were always empty as I did not have transportation. With Yebo Fresh, I always have extra stock, and my pricing is normal like any other shop. Without Yebo Fresh, many of us would have closed a long time ago,” says a customer.
Yebo Fresh operates in multiple townships across South Africa, primarily focusing on areas within Cape Town and Johannesburg. The company serves over 25 municipalities in these regions and collaborates with over 6,000 businesses.
The e-commerce platform has also expanded its operations to six provinces nationwide, connecting with over 53,000 entrepreneurs, including spaza shops and prepared food outlets, with an ever-expanding range of products. This extensive network has facilitated more straightforward access to goods and empowered local businesses, enhancing economic growth within township communities.
In January 2023, the startup secured R78 million ($4.5 million) through a pre-series A equity investment and a Jobs Fund grant. This funding, led by Enza Capital with participation from Swiss impact investors Elea Foundation and Harvest, aims to expand further the startup’s infrastructure, product categories, and market segments.
The investment also supports enhancing systems and warehousing capabilities and attracting new talent to drive the company’s mission forward. Through it, Jessica Boonstra continues positioning Yebo Fresh at the forefront of South Africa’s e-commerce industry.
