Nestled between Halls 8 and 9 at Joburg Market is a thriving cold-pressed juice business run by Vuyisile Siboza—an entrepreneur whose journey into agroprocessing began with a personal health wake-up call.
A former engineer with over two decades of experience in the gas and aluminium industries, Vuyisile turned to juicing after a startling discovery: despite his health-conscious lifestyle, he was clinically obese.
“I was always health-conscious—a proper gym fanatic,” Siboza recalls. “So, when tests showed I was obese, it was the shock of my life. It made me rethink everything—how I ate, lived, and ultimately, what I wanted to do with my future.”
Determined to reclaim his health, he began experimenting with juice recipes in his kitchen. “I used myself as the test subject,” he laughs. “It was trial and error, but when I started feeling better—more energised—I knew I was onto something.” His passion soon spread beyond his home. He founded a running club, Paradise Quality Lifestyle, where he sold his nutritious cold-pressed juices to fellow runners.
Before securing a spot at the Joburg Market in September 2024, Vuyisile sold his products at food markets and sporting events. “I was operating from my garage, hauling my stand to different markets every weekend,” he says. His big break came after attending a workshop hosted by the City of Johannesburg’s Economic Development Department, which highlighted opportunities for SMMEs at Joburg Market.
“Moving here was a game-changer. Not only am I closer to my suppliers, but I’ve gained access to networks I never had before. The market agents have been incredible—mentoring me, advising me on expansion—it’s been transformative.”
Through connections made at the Market and local events, Vuyisile now supplies a Pick n Pay in Benoni and is exploring partnerships with logistics and cold-chain distributors to grow further. With support from initiatives linked to the Market and the City, he has also prioritised upskilling. He completed the City of Joburg’s Food & Beverage programme and joined the UK-SA Tech Hub’s Township Digital Market Access programme, sharpening his digital marketing and e-commerce skills.
Today, his business holds SABS SANS: 10049 certification for Good Manufacturing Practices and SABS SANS: 10330 for HACCP compliance. It has also been recommended by GDARDE for a GAP Assessment under the HACCP Certification programme.
“Joburg Market gave me more than just a space—it gave me visibility, access, and the confidence to scale up,” says Vuyisile.
Looking ahead, he plans to expand into e-commerce and innovate further. But his advice to aspiring agroprocessors remains refreshingly practical: “Don’t chase money. Find a problem you’re passionate about solving. Be persistent. Stay focused. That’s what will sustain you.”
Written by Busisiwe Moagi