Every once in a while, life presents us with an unexpected moment, one that, if seized, could shift the course of our journey entirely. Yesterday, our founder and CEO, Rethabile Mohlala, did just that. He stepped beyond the ordinary, beyond the expected, and into the kind of bold action that defines true entrepreneurship. This isn’t just a story about selling firewood—it’s about recognising potential in the everyday and acting decisively.
In a country currently grappling with tough economic conditions and high unemployment rates, it’s easy to play it safe. But Rethabile chose a different path. Outside of his work in radio and marketing, he runs DameConcepts Firewood. A premium firewood business focused on quality, affordability, and local sourcing. From word-of-mouth referrals to trunk-of-the-car deliveries, it’s a humble but growing venture built on consistency and passion.
But what happened yesterday at Kayalami Corner, in Midrand, was far more than just a grocery trip.
While shopping, Rethabile walked into Jackson’s Real Food Market & Eatery. A vibrant space known for its commitment to locally sourced, organic food. Immediately, he felt a connection between their business model and his own. The way Jackson’s supports local producers mirrored how DameConcepts Firewood champions locally sourced wood. That alignment sparked a thought—and more importantly, an action.
As he waited for his smoothie and gourmet sandwich, Rethabile took a stroll through the store, paying close attention to their ethos, presentation, and commitment to customer education. In that moment, he didn’t just see a market; he saw a potential partner.
Instead of walking out with only his groceries, he left with something much more valuable: the beginning of a meaningful collaboration.
The story gets better.
Jackson’s is not your average eatery. Their dedication to educating their customers about where their food comes from and why that matters is second to none. They regularly host events with farmers, nutritionists, and food experts, cultivating a community that is both informed and inspired. It’s this kind of intentionality that sets them apart.
And now, DameConcepts Firewood has an opportunity to be a part of that journey.
For over two decades, Gary Jackson, founder and CEO of Jackson’s Real Food Market, has been a pioneer in South Africa’s food retail industry. With an unwavering commitment to real, wholesome food, he’s earned the title of “Real Food Advocate.”
We’re honoured to host him tonight on 919FM from 20:00–21:00, don’t miss it.
Now more than ever, as job scarcity becomes a pressing reality, stories like Rethabile’s offer a powerful reminder: the opportunities we seek often exist within reach.
It takes awareness, courage, and the willingness to act in the moment. Entrepreneurship may not be easy, but in moments like these, it proves to be incredibly rewarding.
So, the question is: will you be ready to seize your moment when it comes?
Written by Thanduxolo Love Mtsweni
