Gqeberha ice cream maker Thando Volontiya's GQ Creamery recently generated significant social media attention, leading to a listing offer from Shoprite Checkers, according to Volontiya. The entrepreneur stated that the plan for his business was to supply retail stores once a factory was established, but Shoprite moved ahead of that timeline. "Last week, I received an email from the company’s head buyer in the province offering to list our ice cream in their stores. They basically said they saw our product on social media and liked it," Volontiya said. The offer from Shoprite Checkers came after GQ Creamery generated a buzz on social media.
Volontiya explained that the Checkers offer has intensified his determination to win the National Pitch Challenge, stating it "will assist [to] fast-track the establishment of three more GQ Creamery shops and realise my goal of having a factory." He added that entering the Standard Bank competition has already "opened doors." Volontiya aims to have all four shops operational by early 2027 to begin factory plans, as he currently produces ice cream from his home in KwaDwesi. He discovered his niche after learning a local exotic dessert store had closed, leading him to post photos of such desserts on social media, which trended. "That’s how I started buying ready-made ice cream and decorating it with various toppings," he recalled, noting he lived in a back room in Cotswold at the time. Volontiya, who learned to make ice cream "from the streets," later enrolled with the Italy-based Carpigiani Gelato University as the business grew, despite not yet owning a gelato machine. "Once I have the factory and hopefully win the Standard Bank challenge, that’s when I will have all the required equipment to produce, so I can supply other smaller businesses that are interested in the product," he concluded.
Competition Climaxes
Shoprite Checkers has offered to stock GQ Creamery's ice cream in its stores, according to the company. The development comes as Thando Volontiya, founder of GQ Creamery, prepares for the finals of the Standard Bank Kasi SME National Pitch Challenge. The competition's final round is scheduled for Thursday, August 27. Volontiya had previously secured a victory in the Eastern Cape leg of the challenge. The Standard Bank Kasi SME National Pitch Challenge finals will be held at the Tramways Building in Gqeberha. Volontiya is one of 10 national finalists competing for the R1-million prize.
Expansion Plans and Retail Boost
GQ Creamery's ice cream products will initially be available in Shoprite Checkers stores located within Nelson Mandela Bay. The offer from Checkers is expected to significantly accelerate the establishment of three additional GQ Creamery shops and help the company achieve its goal of building a factory. The ice cream will be sold in a variety of tub sizes, ranging from 45ml to one litre, to cater to different consumer needs.
Currently, GQ Creamery operates a single store situated in Newton Park. The expansion into Shoprite Checkers marks a significant step for the local business, providing broader retail access for its products. In addition to the new retail partnership, GQ Creamery is preparing to introduce a mobile ice cream trailer. This new venture is scheduled to debut on Main Road in Walmer on September 1, further expanding the company's direct sales channels. Volontiya's plan is to have four shops operational by the beginning of 2027.
From Home Kitchen to Gelato School
Thando Volontiya, founder of GQ Creamery, is a finalist in the Standard Bank Kasi SME National Pitch Challenge, with the finals scheduled to take place at the Tramways Building in Gqeberha. Volontiya continues to make ice cream from his home in KwaDwesi. He stated that his initial plan was to supply retail stores once a factory was established, but Shoprite moved ahead of that timeline. "Last week, I received an email from the company’s head buyer in the province offering to list our ice cream in their stores. They basically said they saw our product on social media and liked it," Volontiya said. The offer from Shoprite Checkers to stock GQ Creamery's ice cream in its stores came after the business generated a buzz on social media.
Volontiya explained that the Checkers offer has increased his determination for the competition. "The Checkers offer makes me even more eager and determined to win the [National Pitch Challenge] because it will assist [to] fast-track the establishment of three more GQ Creamery shops and realise my goal of having a factory," he stated. Volontiya credits the competition with opening doors, noting, "Entering the Standard Bank competition has already opened doors for me, and winning the Kasi Challenge will ensure that I am able to honour the offer from Checkers sooner." He plans to have four shops operational by early 2027 to begin factory plans.
Volontiya recalled discovering his niche after learning a local exotic dessert store had closed. "One day I remembered that there were two creamery stores in Johannesburg that sell these exotic desserts. I started googling if there were any here in the city and I learned that one had closed, and, just like that, I had found my niche," he explained. He began by posting photos of desserts online. "The pictures were trending, and people wanted to know where they could buy them, and that’s how I started buying ready-made ice cream and decorating it with various toppings. I lived in a back room in Cotswold at the time," Volontiya added.
Volontiya learned to make ice cream "from the streets." He subsequently enrolled with the Italy-based Carpigiani Gelato University, which has a training centre in Johannesburg. He took a two-week training course there. "I don’t have a gelato machine yet; everything is handmade. I learned to make ice cream from the streets, as a kasi boy – the streets are the best teacher. But when the business started growing, I knew I had to take it more seriously. So I enrolled with the Italy-based Carpigiani Gelato University," he said. Volontiya is originally from Cradock and spent a decade in Johannesburg before returning to Jeffreys Bay following his father’s death in 2021. After relocating to Gqeberha, he turned to e-hailing while selling shoes and clothes on the side. He anticipates acquiring necessary equipment once the factory is established. "Once I have the factory and hopefully win the Standard Bank challenge, that’s when I will have all the required equipment to produce, so I can supply other smaller businesses that are interested in the product," Volontiya concluded.
Founder's Vision and Ambition
Thando Volontiya, founder of GQ Creamery, is one of 10 national finalists competing in the Standard Bank Kasi SME National Pitch Challenge. The competition offers a R1-million prize to the winner. Volontiya plans to use potential winnings to accelerate his business goals, aiming to establish three more GQ Creamery shops in addition to his existing Newton Park location. His vision is to have a total of four shops operational by the beginning of 2027. This expansion is intended to precede the construction of a factory, which would enable larger-scale production and allow GQ Creamery to supply other small businesses. The Checkers offer is expected to assist in fast-tracking the establishment of these additional shops and the realization of his factory goal.
