Johannesburg - In all aspects of society, there are phenomenal women who are making a difference in the lives of those around them while also striving to new heights. This Women’s Month, the “Saturday Star” will be profiling some of the nation’s leading ladies.
Johannesburg entrepreneur and avid foodie Fehmida Jordaan’s passion for food and small businesses resulted in the mother of two making the bold move of leaving her job years ago to venture into entrepreneurship.
Jordaan, who is affectionately known on social media as Fehmz, has over the past few years built both in sharing recipes and profiling small businesses as well as using her digital presence to show authentic snippets of her daily life.
Back in 2015, Jordaan launched her small business, Fehmz Mocktails, a non-alcoholic beverage that she makes from scratch, and initially started selling at small niche retail stores in Johannesburg. Her business has now grown into supplying 40 stores nationwide, from restaurants to delis and garage stores. “The drinks are all made locally and all ingredients as well as packaging are locally sourced as well so that the value chain is carried through with local suppliers right from the start of production,” Jordaan told the “Saturday Star”.
Jordaan is also acclaimed for the Halaal Goods Market (HGM), another business venture she started around five years ago. As the founder of South Africa’s first artisanal halaal food and design market, Jordaan was determined to create a more diverse food space.
“There’s got to be more available than just the typical briyani, samoosas and curries,” Jordaan told the “Saturday Star”.
“We eat strictly halaal and when we go to markets, we look at all the food that is available, but we end up eating at that one place that serves halaal food.”
As Jordaan realised that the city’s diversity did not necessarily apply to all religions and their dietary requirements, she decided to create her own.
And since the very first market in 2017, HGM has grown to include more than 100 vendors selling everything from delicious food and beverages to clothing, jewellery, beauty and skincare.
“HGM feels like that heartbeat of a South African spirit. It’s throbbing, happy and exciting,” she explained.
“You see people you haven’t seen in forever, you spend the day catching up and you leave with a full belly and a full heart.”
Some of HGM’s most popular dishes include deconstructed pani puri, fillet steak burgers, Wagyu and Angus steaks, Asian bao, wontons and loaded boerewors rolls. Meanwhile, mocktails and bubble tea are a hit among HGM’s drinks offerings.
Those with a sweet tooth are also able to savour artisanal ice creams, chocolate-dipped strawberries, gourmet waffles, baklava and milk tart-stuffed churros, among other delicious delights.
The playful and unconventional nature of the halaal food offerings at HGM was vital for Jordaan when she established the market.
“We wanted it to be something interesting that showcased the variety of cuisines that people could enjoy, but it had to be all halaal,” she said.
“We also wanted to display typical South African flavours because we have such a diverse community and we don’t realise that with halaal you can get Indian, Mediterranean, Arabian and even Asian. There are so many halaal options by small home businesses, but there wasn’t a market where all of this was available, and that’s one of the main reasons we started HGM.”
Despite the market’s halaal emphasis, which is free from any component that Muslims are prohibited from consuming according to Islamic law, the market wanted to cater to all races and religions.
“We have specifically said that the market serves strictly halaal food, but it’s open to all.”
Customers don’t only enjoy typical halaal food, but also get to try different cultural, experimental and fusion cuisines, desserts as well as non-alcoholic beverages, in accordance with Islamic law.
But the best part of HGM for Jordaan is that all vendors are small businesses with nearly 70% of them being women-owned businesses and locally made products or food.
Although the market and its products comply with Islamic law, HGM is open to avid foodies from all walks of life who simply want to explore the different tastes and flavours that Joburg’s cultural melting pot has to offer. The market is family-centred with large seating areas, occasional comedy shows, kids’ craft activities and a play area.
“More than anything else, we want to support and promote small, unique, local businesses that are able to meet halaal requirements if it’s a food product. These businesses are the heartbeat of our economy and employ people,” explained Jordaan.
As someone with an online presence, she has had the opportunity to team up with some incredible brands and businesses both big and small. She has more recently started to MC niche events and do career and motivational talks at schools and events talking about her entrepreneurial journey, building her businesses and her experiences on social media.