Toto Ndameshime, better known as Chubby Beats, is steadily growing its product range of highly sought-after products.
He recently introduced DrinkMe Juice through his brand Chubby Foods and Beverages after he saw a gap in locally-produced 100% lemon juice in the market.
“The lemon concentrate juice is made and produced in Namibia. We are truly grateful to all farmers around the country who contribute massively to our establishment. Developing an organic 100% Namibian lemon concentrate juice at our farm in the Omaheke region has been an important part of our plans and goals; it will be available in some retailers, which will be known as the product hits the market,” he told VIBEZ!
Chubby Beats said the whole concept and inspiration for his different products stem from his upbringing.
“We couldn’t afford a lot of products, as my late grandmother was the sole breadwinner of the family. She was a cleaner at the Katutura hospital, taking care of more than 15 grandchildren in one household in her lifetime. I know how it feels to want something but life situations prevented it. But to be honest, it’s been my biggest blessing producing homely brands, Chubby Flavoured Water, Chili-Chillatoz Sauces and Condiments,” he explained.
A 2-litre bottle of lemon juice concentrate costs N$55 and can make 8 litres of lemon juice.
The process took him close to two years to finalise and get the product to the best standard, as there is a lot of quality assurance involved in producing the juice.
Chubby employed over 12 people but had to scale down due to Covid-19, and closed down operations in certain towns. His Chili-Chillatoz Sauces and Condiments have been most successful in all the products thus far.
“This product line has led me to so many great opportunities, meeting and learning a lot from the upper-scale fast-moving consumer goods market – and just being able to close off deals with huge franchise companies and restaurants, lodges and hotels we serve our delicious sauces and condiments. Just being able to see and study how operations-based logistics work, e.g Spar, Wecke & Voights and Shoprite has been an eye-opener.”
They are in final talks with retailers to get shelve space for their product, which many local producers have failed to clinch a deal.
“I am super excited. We’ve been working on getting listed in huge retailers, of which Spar Namibia approved of our goods; it is not easy to get listed.” He said there’s a lot of challenges and requirements based on the availability of products on a huge scale, and the industry is expensive, as one needs millions to penetrate these huge retailers.
“As we are an SME in its infant stage, it is difficult to swim with bigger established brands who have a huge advantage based on monetary terms over smaller ones, but we are ready to compete, and we are preparing ourselves to be in retailers – come next year.”
He urged Namibians to support local products and services, as outside markets overshadow many dreams.
“All I can say is if you have a dream, chase after it no matter how many times you lose – which you will lose – but a loss is a win in the future. My journey started with selling branded t-shirts, and now I’ve accomplished a lot through hard work and dedication.”
In 2022, he will present a documentary to show how the end product comes about.
- slunyangwe@nepc.com.na