From R350 to Roots: How AsBongah Produce Grew into a Sweet Potato Snack Powerhouse

From R350 to Roots: How AsBongah Produce Grew into a Sweet Potato Snack Powerhouse. In 2020, when lockdowns disrupted daily life, Donovan Mark Gumede faced two challenges: unemployment and surplus produce that would spoil. At 25, with only R350 from a social grant, he turned to what he knew best, growing vegetables, drawing on lessons from his grandmother’s garden in Maphumulo, KwaZulu-Natal. He planted sweet potatoes, potatoes, yams, cabbage.

Fresh produce sold well initially, but as markets opened or closed, demand fluctuated. That’s when Donovan saw opportunity in preservation and value addition. He began turning surplus yam and sweet potato into chips, giving his farm produce a shelf life and higher market appeal.

Turning Surplus into Snack Innovation

Operating first from his home kitchen, Donovan made baked and fried chips in a few flavours: spicy pepper, sweet-salty blend, and plain. Using spices he developed himself, he combined creativity with local preferences. Bags of chips were priced around R25 for a small pack (50g) and R40 for a larger one (~120g).

Even without a physical storefront, he sold from his car boot in Tinley Manor, Durban and in KwaDukuza, building sales directly with customers, gathering feedback, and refining his product.

Key Turning Points & Growth Milestones

• Diversification of crops: Started with vegetables, added sweet potatoes & yams to manage risk.
• Value addition: Surplus produce was converted into chips to prevent waste and gain profit.
• Learning and self-education: With no formal experience in snack manufacturing, Donovan used online resources like YouTube and Google to learn production and flavour development.
• Recognition and support: Entered the iLembe Chamber of Commerce Entrepreneur competition two days before closing, placed third. Along with the recognition came mentorship, branding support, and equipment aid.

Strengths & Strategic Moves

• Product differentiation: Offering baked and fried varieties, local flavour profiles, small vs large packet sizes. These choices gave flexibility for customers and allowed entry into both price-sensitive and flavour-driven markets.
• Local authenticity: Using homegrown produce, leaning on local botanical knowledge and taste preferences, which resonated with customers.
• Cost-conscious growth: Operating without a formal storefront, selling from a vehicle boot, keeping overheads low while reinvesting into product refinement and marketing.
• Agility in response to market shifts: pivoted from fresh produce to snacks when necessary..

Challenges Overcome

• Market fluctuations: Demand for fresh veggies dropped as lockdowns eased; this forced the shift to snack production.
• Lack of experience in manufacturing: Donovan had to upskill himself using free online resources before scaling production without compromising quality.
• Distribution constraints: Without a physical store, he depended on mobility and improvisation to reach customers.

Lessons Entrepreneurs Can Apply

1. Start with what you have
   Even small grants or minimal capital can be enough, especially if used wisely to test ideas.
2. Be willing to pivot
   When one business model slows, find ways to adapt your value chain, add value, process, or diversify.
3. Learn on the go
   Use free resources and feedback to improve your product continuously.
4. Manage costs tightly
   Low overheads early mean you can survive fluctuations longer.
5. Build community and visibility
   Selling locally, engaging customers, getting into competitions, leveraging word of mouth, all help.
6. Strive for recognition and partnerships
   Competitions, grants, mentors can accelerate growth if you seize them.

Inspiring Impact

Through AsBongah Foods / Produce, Donovan Gumede has done more than build a snack brand. He has brought value to surplus produce, created employment in his community, inspired other small farmers to think beyond immediate sales, and shown that even under pressure, innovation can flourish. Place of sale may start small, operation may be simple, but with persistence, quality, and strategy, real growth becomes possible.