Yebo Fresh: Empowering Townships, One Delivery at a Time

Yebo Fresh: Empowering Townships, One Delivery at a Time

Years ago, Jessica Boonstra moved from the Netherlands to South Africa with her family, seeking adventure in Cape Town. With a background in online business, she aimed to make waves in South Africa’s e-commerce scene.


Jessica noticed a gap in the market – while cities enjoyed doorstep deliveries, townships were left behind. And thus, Yebo Fresh was born, a special grocery store catering exclusively to township communities in the Western Cape.


Yebo Fresh emerged as a beacon of innovation, addressing the unique needs of township communities wit its fresh grocery delivery service. Founded in 2018, the startup swiftly captured attention and investment, transforming from a humble garage operation to a leading player in township commerce.


Yebo Fresh is an e-commerce company revolutionizing the way goods are distributed in South African townships by building a physical and digital gateway into this often-neglected market. By leveraging platforms like WhatsApp and employing a team of field sales agents, the startup has streamlined the ordering process, ensuring swift delivery within 24 hours. This not only caters to the immediate needs of customers but also empowers small businesses with access to a buy-now-pay-later option, thus fostering economic growth within township communities.


The journey of Yebo Fresh is one of organic growth and strategic expansion. From its modest beginnings in Jessica Boonstra’s garage, the startup now serves over 25 townships across Cape Town and Johannesburg. Partnering with a network of spaza shops and local businesses, Yebo Fresh has become a lifeline for communities previously underserved by formal retailers.


What sets Yebo Fresh apart is its unwavering dedication to the township market. While other quick-commerce delivery services focus on urban areas, Yebo Fresh remains committed to catering exclusively to township communities. This niche focus has not only carved a distinct identity for the startup but has also earned it the trust and loyalty of its customer base.


Throughout 2021 and 2022, Yebo Fresh successfully secured two rounds of bridge funding, and in 2023, the startup secured a R78 million (~$4.5 million) pre-Series A equity investment and a Jobs Fund grant. This infusion of capital will fuel Yebo Fresh’s ambitions to bolster its infrastructure, scale operations, and attract top talent, further solidifying its position as a trailblazer in township commerce.


With its innovative approach and unwavering commitment to social impact, Yebo Fresh is not just a business; it’s a catalyst for change, nourishing communities and empowering small businesses one delivery at a time.

Related Posts

Subscribe to Updates

Get the latest news from Founder Africa

FA logoblk_1