Launched under Shoprite’s exclusive Homegrown private label range, Pasta & Me is a proudly South African, 100% female-owned business that aims to create cost-effective meals for families.
The product offering that has been launched at Shoprite is a 350g one-pot family pasta meal that retails at only R19.99. Packed with flavour, this easy-to-prepare meal is an economical way to feed the family. It’s also time-saving, which, with life’s daily hustle and bustle, loadshedding and the overall cost of electricity, makes it a game-changer for family meals.
We chatted with Aziza Parker, the founder of Pasta & Me, to find out what had led to the creation of the brand and their future plans.
What inspired you to create a one-pot family pasta meal, and what role did affordability play in your vision?
My passion for creating affordable meals stems from growing up on the Cape Flats. In my formative years, I saw the hardships that people experienced and the need to be creative when preparing meals so that the entire family could be fed with meagre resources. This is always at the forefront of my meal development objectives: an affordable meal for everyone.
Can you elaborate on the unique elements of your pasta’s ingredients and flavours? What inspired the specific combination?
I specifically wanted to create a product that can deliver a family meal quickly in today’s time-starved society. The final product is the combination of an economically viable option at a specific price point while using quality ingredients.
Following the success of the Pasta & Me one-pot family meal, are there any exciting new offerings on the horizon?
The Homegrown noodle pack launched in Shoprite stores quite recently, so for now my focus is on ensuring we can service and meet the demand for this product. Customer feedback is also incredibly valuable, as it enables us to innovate and develop new ranges informed by what our consumers want and need.
What was the journey like getting your product stocked in Shoprite? What were the biggest challenges and triumphs?
I approached Shoprite with the idea of adding a family meal to the Homegrown range followed by multiple meetings with their product development and Private Label teams – and then the noodle pack was born.
The journey was challenging but very rewarding. Several prerequisites had to be achieved – including packaging design and product formulation according to specifications – and we were working towards achieving a certain price point without compromising on taste and quality. The successful outcome is what customers see on shelves today.
How does your business impact the local community? Do you source ingredients locally?
We specifically wanted this business to positively impact the communities of the Cape Flats. We have achieved this by employing staff from Hanover Park, Manenberg, Phillipi, Nyanga and Khayelitsha.
What message do you hope to send with your brand and products, beyond just providing affordable meals?
We hope that by providing access to affordable meal solutions, we can give hope to all South Africans and help them realise that with determination any dream is possible.
What are some of the biggest challenges you face as a small supplier, and how do you overcome them?
The biggest challenge is the cost of logistics, access to market and capital. As a small supplier, we do not have the scale of bigger companies, which means we have to fight harder for competitive pricing on ingredients and other raw materials. Being in partnership with Shoprite, Africa’s biggest retailer, assists in leveraging scale and being price-effective in the market.
What advice would you give to other aspiring entrepreneurs in the South African food industry?
Just do it – start and continue to pursue your dreams.
What aspect of running your business brings you the most joy and satisfaction?
I can go to sleep knowing that a family has benefited from my affordable innovations. Feeding people and seeing them happy brings me contentment.
What personal values and experiences have shaped your journey as a food entrepreneur?
Family is the foundation. My family has always valued cooking wholesome food at home and my career in food production helped with my journey.
