A Different Vision, The Same Heart

When I wrote my last blog, life looked very different.

At the time, Baobab was operating in Canada, and we were busy building something much larger than I ever imagined when I first started the business from home. Since then, life has taken us across the world to New Zealand, where we have chosen a different path—one focused less on growth at all costs and more on balance, community, and doing what we truly love.

In May this year, we opened the doors to our little Baobab Deli & Boutique in Bucklands Beach, Auckland.

Many people have asked if we are a South African grocery store. The answer is both yes and no.

New Zealand already has many wonderful South African stores serving our community. In fact, I personally know of at least three within my immediate area, with another opening soon. These businesses play an important role in helping South Africans stay connected to the tastes and products they miss from home, and we encourage everyone to support them.

Our goal was never to compete with other South African stores.

Instead, we wanted to create something a little different.

Baobab is a small deli and boutique inspired by the traditional padstal culture many South Africans know and love. We focus on traditional baked goods, handmade treats, gifts, décor, and a carefully selected range of deli products. While we do carry a small collection of groceries, sweets, and pantry essentials, these are mainly there for the local shopper who needs something in a hurry rather than for a full grocery shop.

What truly excites us is the food.

Our shelves are constantly filled with freshly baked rusks, cookies, biscuits, milk tarts, and old-fashioned favourites made from treasured South African recipes. We are always experimenting with new flavours and bringing forgotten classics back to life.

We also stock a small selection of deli meats, including Russians, cheese grillers, viennas, boerewors, biltong, and droëwors. One of the things we are most proud of is our growing selection of biltong flavours, giving customers plenty of options beyond the traditional favourites.

Being a small store allows us to stay personal.

Bucklands Beach is not a busy commercial hub. We are tucked away near the water, away from the hustle and bustle of the city and far from the main roads. For some businesses, that might be a disadvantage. For us, it is exactly what we love.

Visitors come for a walk along the beach, locals stop by for a chat, and many people spend time enjoying the neighbouring cafés and restaurants. We have the opportunity to get to know our customers by name, learn what they enjoy, and adapt our offerings to suit the needs of the community around us.

We believe there is something special about small businesses that remain connected to the people they serve.

As we continue to settle into our kitchen, we are expanding our meal offerings as well. Currently, we offer prepared meals on selected weekends, and our goal is to make this a permanent feature as we grow. The creative side of cooking is one of the things I enjoy most, and there is no shortage of ideas waiting to be tested.

With summer around the corner, who knows what might appear on the menu? Perhaps waffles topped with Peppermint Crisp ice cream, koeksister pancakes, or something entirely new inspired by a conversation with one of our customers.

That creativity is what drives this little business.

One of the realities—and joys—of being a small, independent business is that we don't produce on a large commercial scale. Our kitchen has its limits, and many of our baked goods, deli items, and specialty products are made in small batches. This means you may not always find the exact same selection every time you visit, and occasionally a favourite item may have already sold out.

Rather than seeing that as a disadvantage, we like to think it keeps every visit a little different. We are constantly trying new recipes, introducing seasonal favourites, and responding to what our customers enjoy most.

If you're making a special trip for something in particular, we always encourage you to give us a quick call beforehand. In many cases we're happy to bake, prepare, or set items aside for you where possible. We'd much rather know you're coming than have you leave disappointed.

People often start businesses hoping to become wealthy. While nobody would complain about success, my personal goal has always been much simpler. I want to make a living doing something I genuinely love. I want to create a place where people feel welcome, where traditions are shared, and where good food brings people together.

For a small business like ours, success is not measured by massive sales figures or endless expansion. It is measured by the regular customer who stops in every week, the family who discovers a favourite treat from their childhood, the visitor who enjoys our little corner of Bucklands Beach, and the friendships that develop along the way.

We do not need thousands of customers.

We simply need a steady community of people who appreciate what we do and choose to support us from time to time. That support allows us to keep baking, creating, experimenting, and sharing a little piece of South Africa with New Zealand.

To everyone who has supported us so far, thank you.

Whether you visit for a packet of biltong, a freshly baked rusk, a gift for a friend, or simply a friendly conversation, you are helping us continue doing what we love.

And for that, we are incredibly grateful.

See you soon at Baobab.