From Childhood Memory to National Shelves: The Rise of Gogo’s Morogo
From Childhood Memory to National Shelves: The Rise of Gogo’s Morogo. When Ricardo Hood first tasted morogo as a child, it was more than just food. It was a memory of family, community, and heritage. Years later, while navigating life in the city, he realized how difficult it was to access the leafy green vegetable he grew up with. That longing for a familiar taste would eventually spark the idea for Gogo’s Morogo, a ready-to-eat canned product that has become a staple on shelves across South Africa.
Morogo, also known as African wild spinach, is packed with nutrients like protein, iron, calcium, and vitamins A, C, B1, and B2. Traditionally harvested after the first spring rains, it has fed generations but remained seasonal and hard to access outside rural communities. Hood saw an opportunity to make morogo available all year round while keeping its authenticity intact.
The Spark: From Farmer to Founder
The journey began with a chance meeting. Hood connected with a Free State farmer who had been growing morogo commercially for mining companies. Seeing the crop cultivated at scale shifted Hood’s perspective. If it could be farmed commercially, then why couldn’t it also be packaged and preserved for everyday consumers?
This encounter planted the seed for what would become Gogo’s Morogo. For Hood, it wasn’t just about creating a business. It was about making a cultural food more accessible, convenient, and visible in mainstream retail. The brand’s name itself is a tribute to his grandmother, who once taught him how to pick morogo leaves by hand.
Building Trust One Store at a Time
As with many new products, the greatest hurdle was building trust. Consumers were unfamiliar with the idea of morogo in a tin, and retailers needed convincing that there was demand. Hood’s breakthrough came when an independent Spar owner decided to give him a chance. That single opportunity provided credibility and allowed him to test the waters with real customers.
From there, Hood rolled up his sleeves and put in the work. He spent time educating customers about morogo, handing out samples, and doing in-store promotions. It wasn’t just about selling a product; it was about reminding South Africans of a food that was both nutritious and deeply rooted in culture.
For entrepreneurs, this stage of Gogo’s Morogo’s journey highlights an important lesson: education is as important as innovation. Introducing something new often requires walking customers through the “why” before they can buy into the “what.”
Scaling Up Through Strategic Partnerships
While local stores helped lay the foundation, national recognition came through SME development programs run by major retailers. Food Lover’s Market and Shoprite/Checkers provided the platforms Hood needed to scale. Soon, Gogo’s Morogo found its way into Food Lover’s Market stores nationwide and selected Checkers Hyper outlets in Gauteng.
These partnerships were game changers. They offered visibility, distribution, and the kind of credibility that small brands often struggle to secure. Hood knew that aligning with trusted retail names would build customer confidence while allowing him to scale production responsibly.
For entrepreneurs, the takeaway here is the power of partnerships. Strategic alignment with established players can accelerate growth while reducing the costs of building trust from scratch.
Overcoming Challenges in Access to Market
Despite the progress, the journey has not been without obstacles. Access to market has been Hood’s biggest challenge, from getting shelf space to navigating supply chain demands. Yet, instead of letting these barriers stall his growth, he turned them into opportunities to refine operations and scale sustainably.
By focusing on SME development programs, Hood was able to bridge the gap between being a small local supplier and a recognized national brand. This approach shows the importance of leveraging available resources and programs designed to uplift small businesses.
Lessons From the Journey
The rise of Gogo’s Morogo offers several lessons for aspiring entrepreneurs:
- Anchor your brand in authenticity: A personal story or cultural connection can make your brand more relatable.
- Start small, scale wisely: Begin with local opportunities, then grow into national markets once credibility is built.
- Educate your market: New products require awareness campaigns to build trust and demand.
- Leverage partnerships: Retailers, programs, and networks can help you reach customers you couldn’t on your own.
- Stay persistent: Access to market is tough, but persistence and creative problem-solving can open doors.
From Garden to Grocery Aisle
What started as childhood memories of picking leaves with his grandmother has grown into a brand that feeds thousands. Gogo’s Morogo is proof that tradition and innovation can coexist, and that cultural foods can find a place in modern markets when presented with care and creativity.
For Ricardo Hood, it is not just about putting morogo into tins. It is about preserving heritage, promoting health, and inspiring the next generation of entrepreneurs to see opportunity where others see limitation.
