Food festivals aren’t just about indulgence, they’re about discovery, culture, and entrepreneurship. At the heart of the DStv Delicious International Food & Music Festival is the DStv Trader Academy, a dynamic program designed to empower small food businesses with the knowledge, tools, and exposure they need to thrive.
The Academy takes ambitious traders through hands-on modules covering everything from financial management and compliance, to menu development and marketing. Graduates are then given the opportunity to showcase their food at the festival which puts them in front of thousands of food lovers and new business opportunities. We sat down with two standout graduates who are making their mark on South Africa’s food scene: Bella from Bella’s Gelato and Thobs from Tobs Wraps.
Bella’s Gelato – Crafting Cool Confidence
For Bella, the DStv Trader Academy was more than just a program, it was a turning point. “I learned a lot. It was knowledgeable. I learned how to upscale my business and that is why I am here today. It was really worth it,” she reflects. Before joining the Academy, Bella’s business was “just existing and not progressing.” But with the skills and exposure she gained, she has taken Bella’s Gelato to new heights. From boutique deliveries to catering for corporate events. “Being at the DStv Trader Academy helped me upscale and expand further. I’m now able to handle larger jobs and produce more homemade gelato for delivery.
The program really enhanced my capabilities,” she shares proudly. Her journey hasn’t stopped there. Bella is now trading full-time and preparing to open her very own retail store which is a major milestone for her brand. When asked why she chose gelato, her answer is as refreshing as her product: “I never knew something like gelato existed until a friend introduced me to it. I’ve always wanted to do something different and not follow trends. Now, I’m one of the first black gelato makers in South Africa.” Bella credits the Academy for opening markets, creating access to funding, and supporting graduates long after the program ends.
Tobs Wraps – Fresh, Fast, and Full of Possibility
For Thobs, founder of Tobs Wraps, the Academy was both practical and transformative. “The modules we did were amazing. I found huge value in financial management, menu development, and communications. I also wanted to get onto online platforms like Mr. D and Uber Eats but needed support in pricing my product properly. After the program, I was able to get my business online,” he explains. That leap into digital ordering paid off quickly: “I actually doubled my sales after getting on those platforms. I also fixed my compliance for my mobile kitchen. The program prepared me to be part of the Trader Market at the DStv Delicious Fest and have proper systems in place.”
Now, Tobs Wraps is a sought-after choice for corporate platters, with multiple event bookings lined up. When asked why wraps, Thobs highlights both creativity and convenience: “Everyone in my community was doing kotas, but it was a struggle sourcing fresh bread. With wraps, I can make them fresh every day, they’re versatile, quick, and allow me to focus on quality while offering a healthier option.”
Both Bella and Thobs show how the DStv Trader Academy isn’t just training, it’s a launchpad for sustainable business growth. From compliance to creativity, from street food stalls to retail stores and corporate events, the program equips traders with the tools they need to thrive in South Africa’s competitive food landscape.
At the upcoming DStv Delicious International Food & Music Festival, visitors will get to experience these graduates’ offerings firsthand proof that with the right support, passion and innovation can truly flourish. Because at the end of the day, the DStv Trader Academy is about more than just food, it’s about building futures.