Green products
Most importantly, the business values sustainability – emphasizing on reusing, recycling and reducing waste, as well as using local talent and material to create employment opportunities. From their locally-sourced impala palm leaves to the material of their shipping boxes – the Mokone sisters promote sustainability and a greener society.
“Our business is deeply linked to our upbringing in South Africa, we draw inspiration from the African culture, nature, and our commitment to the local community,” Michelle told Africa Renewal.
Michelle, who is Mo’s Crib director of operations and supply chain added: “We transitioned our craft into entrepreneurship when we noticed the increased demand of our products at local markets. It was the passion for art and the desire to make a positive impact that propelled us to where we are today. We also saw an opportunity in retail as we wanted our products to be accessible, so we decided to partner with retailers to increase sales volumes and sell in bulk.”
The two sisters quit their jobs, Morongwe was an executive HR specialist while Michelle worked as an agricultural economist, to follow their dream and both credit their father, who was an entrepreneur himself, for the inspiration.
“Our father was an entrepreneur himself. Our drive to build a business of this kind with a sustainable imprint stem from our commitment to creating sustainable and ethical products. We are motivated by the opportunity to provide economic and educational opportunities to our employees whom we refer to as our team members, while at the same time promoting environmentally conscious practices. Our dedication to sustainability and empowering local communities has been the driving force behind our business,” said Michelle.
Michelle explained how they finally made a breakthrough into the international market.
“In 2019, Mo’s Crib made its debut in international markets in France and the USA. It was an opportunity for Africa to showcase its products, promoting sustainable practices and potentially opening new revenue streams for the continent. Our breakthrough demonstrates that Africa can contribute to the global market while preserving its cultural heritage and promoting environmentally friendly products,” said Michelle.
She added: “We are still doing well in the local markets, but we always wanted that international breakthrough. AGOA provided us that platform. As it is, we are no longer just selling to local markets in Pretoria, Johannesburg or in South Africa alone; we are literally reaching the US and international platforms.”
Highlighting that through local businesses like Mo’s Cribs, age-old African crafts are given new life, and in doing so, preserve their heritage, Michelle, however, is urging businesswomen to carefully identify products that resonate with the international market.
“To benefit from AGOA, one must identify products that are in demand in the US and establish sustainable distribution channels. They must also partner with knowledgeable forwarding agents to maximize AGOA benefits,” she said.
“Since 2021, we have shipped a total of eight containers to the US. We are on track to ship two more containers soon. We also regularly ship a container to fulfill our orders for our online store, which is fulfilled through our warehouse in New Jersey, US.
“Although shipping is relatively expensive, especially for a small business that is 100% self-funded, we have benefited from the AGOA through significant market access. Currently, US orders constitute 60% of our overall revenue,” she added.