A Gauteng award-winning small business based in Tshwane is looking forward to conquering the Asian market when it participates in the China International Import Expo (CIIE) taking place in Shanghai from tomorrow, 5-10 November 2025. Kusta, which produces spices, hibiscus and baobab juices, is one of the thirty-two companies supported by the Department of Trade, Industry and Competition (the dtic) to showcase their products at the Expo.
The Chief Executive Officer of Kusta, Ms Khuliswa Mazizi, says exhibiting at such a global platform is in line with their ambition of taking African superfoods to the world.
“It is a proud moment for our team and for all the small-scale farmers whose work forms the backbone of our value chain. We aim secure to export partnerships and distributors in Asia by showcasing the health and functional benefits of African superfoods like baobab, and attract investment to scale our production and innovation capacity,” says Mazizi.
According to Mazizi, their products are sold through Food Lovers Market, selected Spar stories, and on online platforms. She adds that they supply hospitality and wellness outlets, including boutique hotels, and catering companies across the country.
“Beyond business growth, our proudest achievement is creating jobs for women and youth while supporting small holder farmers through sustainable sourcing, which includes women-led cooperatives, through our local sourcing model. Our milestones include securing a contract to supply Food Lovers Market, being selected among the Top 10 Seed of Change Micro, Small and Medium Enterprises (MSME) in South Africa, and collaborating with the the Council for Scientific and Industrial Research (CSIR) to advance product innovation,” she says.
Mazizi points out that this will be their second CIIE participation through the assistance of the dtic and that they have previously received support from the Department of Small Business Development, Department of Agriculture, Land Reform and Rural Development, as well as the Innovation Hub through product development, product testing, quality standards training, and mentorship.
Kusta, which was established in 2020, is a 100% Black female-owned company that’s currently employing six people. The company was named the 2025 Winner of the Best Woman Agro-Processor in Gauteng and the 2023 Best Woman Agro-Processor in Tshwane.
The Chief Executive Officer of Kusta, Ms Khuliswa Mazizi and manufatured products.
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Issued by: The Department of Trade, Industry and Competition (the dtic)
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