From spreadsheets to spice racks: how a braai-loving accountant built a flavour empire

Chartered Accountant, Jowayne Van Wyk, never imagined that he would one day swap spreadsheets for spice blends.

But his love for braai, bold flavours, and bringing people together inspired the creation of Jowa’s, a proudly South African brand that has since been stocked in 73 Checkers stores across the Western Cape.

The business was founded in 2021 in memory of his late mother, Loraine, whose kitchen in Sutherland, in the Karoo, had been a hub for family and friends, and the heart of his inspiration.

The name “Jowa” dated back to Jowayne’s rugby days representing the Springbok U19s, where his teammates gave him a nickname that followed him through university.

In 2015, while looking for a quicker way to enjoy a midweek “Karoo tjoppie,” Jowayne bought a gas braai.

That simple decision kick-started a weekly tradition that led him to begin experimenting with homemade spice blends.

Sharing his braai creations on Facebook quickly attracted a following, and after receiving recipe requests, he started making and distributing his own spices and sauces.

Within nine months, Jowayne had sold over 25 000 units directly to his social media audience, laying the foundation for what would become Jowa’s range of spices and sauces.

“My vision for Jowa’s was simple: to create an authentic brand that every South African household could enjoy every day. Since then, the mission has evolved into creating not only spices and sauces, but experiences that connect people at the table,” he said.

Realising the potential of his growing business, and fully aware of the support needed to scale it while leaving his senior accounting position, Jowayne approached Checkers.

In 2023, he was accepted into the retailer’s SMME programme, which provided packaging and labelling support, marketing assistance, and ongoing technical guidance for growth planning.

“Getting listed with Checkers was a turning point. It gave our brand visibility, trust, and credibility. It told our customers: we are here, and we are here to stay,” he added.

“Our spices and sauces were made for the braai, but they are versatile enough for everyday cooking. They contain no fillers, no maize, no MSG, and no artificial colourants, only honest ingredients sourced locally wherever possible to support local farmers and communities,” Jowayne further said. 

The Jowa’s range included locally inspired sauces such as BBQ Steak and Rib and Hot and Spicy Braai, alongside spice blends like Juicy Steak and Chops, Tasty Chicken, Hot Chicken and Chips, and Fish and Seafood.

The brand continued to innovate, recently launching the Lekka Salt and Pepper blend at Checkers, with more products already in the pipeline.

With continued support from Checkers, Jowa’s began exploring sustainable packaging and actively worked to reduce its environmental footprint, all while keeping its products accessible and affordable to South Africans.

“The passing of my mother, just months before Jowa’s launch, deeply motivated me to build something meaningful in her memory and uphold the values she instilled: love, care, and creating opportunities for people and my community,” he shared.

“When my father, Neville Van Wyk, passed 18 months later, it only strengthened my resolve to make Jowa’s a lasting legacy.”

“What started as a tribute to my family became something so much bigger, thanks to the platform Checkers gave us to grow,” he added.

“Their team believed in our potential, and that belief helped turn our dream into something real.”

BUSINESS REPORT