We recently caught up with our BOS CEO, Will Battersby, to gain insight into the company’s success and how we’re making waves in the FMCG industry.
In this interview, we explore our local roots, unique branding and packaging, and our journey towards international success. To fuel some fun, we prompted Will to spontaneously share his thoughts on a few phrases and ask him some insightful questions.
Phrase 1: Local Is Lekker – Howzit, South Africa!
We’re proud of our heritage and South African roots. The spirit that’s within Africa and all the people here is something we want to share with the world.
Why turn to SA for specific products?
South Africa is known for its high-quality resources, making it an attractive product source. In the past, the global food trade mainly occurred between the East and West. However, these countries are now looking for other sources.
We’re thrilled that the world is discovering the unique and delicious taste of rooibos tea, a product that can only be found in the Cederberg area of South Africa. As countries look for new sources of quality products, we believe that Africa’s abundant resources and successful history of exports, like citrus, make it an attractive destination. Rooibos tea has received its geographic indicator status, and we’re proud to be part of spreading the word about this awesome product. We believe that rooibos tea is something that should be celebrated and shared globally.
Phrase 2: Bold. Bright. BOS Rooibos Tea!
Cut through the clutter. Using a tool like colour is always helpful when you’ve only got a split second to jump out and stand out.
What inspired BOS’s distinctive packaging and branding in the FMCG industry, and how has it contributed to its success?
The colour inspiration comes from the Afro-pop design; many great African brands are super colourful. Our colour scheme has successfully differentiated us from other products. Consumers only have a little time to think and don’t necessarily read much on the labels. Therefore, colours play a significant role in catching consumers’ attention and making a lasting impression. BOS’s vibrant packaging showcases its African heritage and not only stands out but also gives consumers a healthier alternative to other beverages.
The BOS logo is unique; there must be a story behind it…
Our BOS logo is a true embodiment of Africa’s rich cultural heritage. The lion is an iconic symbol that resonates with people locally and overseas, representing strength and power. The star Sirius, an integral part of our logo, is known as the star of abundance. In ancient times, the appearance of Sirius in the night sky meant that the Nile River would flood, bringing prosperity and abundance to the land. We chose these symbols to create a logo representing Africa’s strength and abundance and our commitment to sharing this with everyone. You can read all about how we designed our award-winning can in our blog.
Phrase 3: The World Is Waiting for BOS Rooibos Tea
The world is waiting. The world is ticking. The world is just carrying on. We’ve got to jump in, put our hand up, and say, “Whoa, hang on a second! There’s something better. Look at us! Try us!”
What were some of the steps and epic milestones on this international journey?
The path has not always been a straight line. It’s been curved, with a few dead ends, twists and turns. We’re on a mission to bring the goodness of our premium, healthier alternatives to consumers all around the world. Our approach has been to identify the markets that share our passion for healthier living and seek out local distribution partners with the capabilities to help us spread the word. And it’s working!
With 35% of our business coming from overseas, we’re proud to say that BOS Rooibos Tea is loved not just in Cape Town or Johannesburg but in France, The Netherlands, and Spain – to name a few. We’re incredibly proud of our growth in Carrefour, one of France’s leading retailers.In fact, Carrefour sells more Ice Tea than the entire South African market does in one year. Sure, breaking through their competitive market takes time, but we’re the underdog and putting in the effort.
Phrase 4: Level Up!
Whatever you’re doing, do it with passion. You need to wake up in the morning, go to work, and be excited about what you do.
What advice would you give young, driven people who want to lead a flourishing business?
With BOS being a South African brand with global potential, roots in the region, and a unique story in the Cederberg, the proposition is truly exciting.
My advice would be to make sure you’re passionate about what you’re doing and solving a market need. Creating a successful business is not just about making money; it’s about positively impacting the world. Stay true to your values, and don’t be afraid to take risks. You can turn your vision into a reality with hard work and dedication.
Phrase 5: Breaking News
We’re always looking for ways to share our passion for healthier living with consumers around the world. That’s why we’re excited to be expanding our current range internationally.
Where else can we look forward to buying BOS Rooibos Tea in the future?
Our products are gaining popularity not just in Europe, but also in other parts of the world. We’re excited to announce that we’ll soon launch our products in Australia through their leading retail group, Woolworths, and with Countdown, one of the biggest retailers in New Zealand. Our unique and delicious products have also caught the attention of retailers in the US, Taiwan, and Thailand. Seeing the interest in BOS products spreading far and wide is genuinely remarkable. We’re confident that as we expand our reach, even more markets and consumers will have the opportunity to discover the BOS brand and all that it stands for.
Phrase 6: Mother Nature Approved
We do our best to do the right thing at every moment.
Can you tell us more about your commitment to sustainability?
Whether sourcing organic rooibos from a Rainforest Alliance-certified farm or pushing our PET suppliers to increase the percentage of recycled material, I think it’s essential that Mother Nature is considered at every moment. We recognise that as an FMCG product, our packaging will eventually be thrown away, and we’re committed to minimising that impact as much as possible.
We’ve also taken steps to offset our carbon footprint by planting trees in underprivileged areas, particularly in the Western Cape, South Africa. For every 2 000 units sold, we plant a tree. To date, we’ve planted over 35 000 trees and counting! It’s not just about offsetting carbon; we believe in habitat restoration and protecting the environment for future generations.
It’s always been a core value of our brand, and we hope to inspire other brands to do the same. Imagine the impact we could have if more companies joined us in our mission to end deforestation.
Phrase 7: Let’s Send a Message to Our BOS Family
We want to express our heartfelt gratitude to all of our local and international supporters. Please spread the word to your loved ones that there’s a brand called BOS that delivers a healthier, better-for-you refreshing beverage. We’re committed to providing our customers with quality products that benefit them and the planet. And don’t forget to #GoBOS!
GET YOUR BOS ROOIBOS TEA ONLINE
Not sure where to find BOS tea? Even if you find yourself travelling around the world, you can buy BOS rooibos tea online and have it delivered directly to your doorstep. For more info or to shop now, visit our online store here.