The creators of the Nomu food and lifestyle brand have brought spice and excitement to kitchens since 2000, starting out in business with just under R13,000, and a passion for flavour and innovative products.
At the end of the 1990s, South Africa was still buoyed by Madiba magic, the sheen of the rainbow nation and an influx of tourists. It was a more glamorous time, filled with excitement, optimism and hope.Cut off from the international community for decades, South Africans were hungry for new experiences and new flavours, brought by multinationals and local operators alike.
Foulkes, who brought her then boyfriend Paul Raphaely into the business five months later to help with brand promotion, remains in charge of product innovation, while Raphaely does their marketing, mostly via a playful and “slightly bonkers” newsletter, written by him and featuring Foulkes’ recipes.
“That’s always stood us in good stead. We’d like to think that Nomu has always had better, original answers and concepts in our packaging [such as being the first to put spice rubs and hot chocolate in stylish tins], better quality and a better offering, at a not-unreasonable price.”“When we launched into hot chocolate in 2007, we thought [there was] scope to add some excitement to this category as well.
“For a long time, we relied on private label relationships and helping other people build their brands. If it weren’t for that and our chocolate, it might have been a different story. You have to remain agile and flexible. You can’t be too attached to your own brand exclusively. You’ve got to use what you have.”
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