By Saul Molobi
“Years ago, while walking through Turfontein, I came across a distraught woman selling only eight apples. She had arranged them on four plates, with two on each, and the apples were red, tired, and aging.
“With eyes full of anguish, she looked straight into mine, silently begging me to buy. Her desperation was palpable, and though I did nothing at that moment, the image of her haunted me the minute I walked away – and every day after that.
“Whenever she came to mind, a wave of guilt washed over me. I told myself that her presence in my life was to remind me how, despite our best efforts, things can go painfully wrong. In moments of decision, I would ask myself if my choices would one day lead me to a similar fate: on the streets, with nothing, or progressing forward.
“Years later, I became her.
“A series of unfortunate events led me to lose my corporate job, and not long after, my shop was bare, with only a few scanty dresses hanging on the racks. Just like that woman had done, I found myself looking at every customer who entered, desperately hoping they’d buy something. But they didn’t. The dresses, old and unsold over several sales, lingered on the rails until, eventually, I closed the store and took my merchandise to the streets of Johannesburg.
“I became obsessed with understanding how I’d ended up in this position. It wasn’t from laziness or lack of planning – I’ve always been a hard worker and a careful planner. Finally, while working on the streets, I understood what had gone wrong for both me and the woman with the apples: a lack of customers. People often overlook African businesses. They may support other vendors but turn away from those on the streets…”
This anecdote is narrated by Sithembile Masia. Her quest for understanding how she ended up where she was led her to establish Eight Red Apples. “Through Eight Red Apples, I want to create solutions that increase the income of street traders. My goal is to educate and encourage everyone to buy from local businesses. I also aim to teach financial literacy to children from low-income households, helping them set a sustainable and hopeful course for their future.”
*** With legendary musician, Sipho “Hotstix” Mabuse, and veteran filmmaker, Firdoze Bulbulia ***
Supporting Africa’s informal economy requires more than charity or short-term interventions; it demands a commitment to systemic change and a deeper understanding of the struggles these entrepreneurs face. Sithembile Masia’s Eight Red Apples embodies this dedication by providing a structured support system for informal traders, not just to survive but to grow sustainably. The journey of a street vendor selling fruits by the roadside, a hawker peddling handcrafted goods, or a local food stall owner may look different on the surface, but each story shares a common thread: resilience, hard work, and an often-unrecognised contribution to society.
*** At the premiere of the Netflix movie, “Inkabi: The Hitman” ***
Eight Red Apples is more than a business – it’s a testament to the resilience of Africa’s informal economy and an unwavering commitment to restoring dignity to those often overlooked. Sithembile’s journey to establishing this impactful enterprise was born from a haunting encounter years ago in Turfontein, Johannesburg, that profoundly altered her outlook. Walking through the streets, she encountered a woman selling eight weary apples, arranged in pairs on four plates. The woman’s eyes, filled with silent anguish, pleaded with Sithembile to buy. That fleeting moment became a seed that would grow within Sithembile’s mind, a constant reminder of vulnerability and resilience.
For years, the memory of that woman tugged at her conscience, compelling Sithembile to question her own journey. “Despite our best efforts,” she reflected, “things can go painfully wrong.” Years later, a downturn in her own life brought her face to face with that woman’s reality. Sithembile lost her corporate job, her store dwindled to a few unsold dresses, and she ultimately found herself on the streets of Johannesburg, looking into the eyes of strangers, hoping they would buy something – anything. This experience shifted her understanding of the challenges informal traders face. It wasn’t laziness or poor planning that had brought her there; it was a lack of customers. People simply overlooked street vendors, turning away as if these businesses were less worthy.
*** Drawing inspiration from our global icon, Nelson Mandela, at Sanctuary Mandela, and the Nelson Mandela Centre of Memory in Johannesburg ***
This firsthand experience ignited Sithembile’s resolve to create solutions for others in the same position. Eight Red Apples emerged as her response – a platform to increase the income of street vendors by connecting them to customers and resources that could transform their businesses and their lives. She doesn’t just aim to support these entrepreneurs economically; her mission is about restoring the dignity that comes with being seen, valued, and respected. In Sithembile’s words, “I want to create solutions that increase the income of street traders. My goal is to educate and encourage everyone to buy from local businesses.”
Eight Red Apples goes beyond immediate financial support, emphasising education and long-term empowerment. Sithembile recognises that sustainable change requires financial literacy, particularly among children from low-income households. By equipping the next generation with money management skills, she’s investing in a future where economic independence is possible for all. Through Eight Red Apples, she’s teaching young Africans not only how to navigate their own financial paths but also how to break the cycle of poverty.
Sithembile’s story reminds us that street vendors and informal traders are not just surviving; they’re fuelling local economies, sending children to school, and upholding entire communities. Her work with Eight Red Apples elevates these entrepreneurs, showing that their contributions are vital and worthy of support. The company’s initiatives, such as The Africa Business Directory and The Business Hub, provide market access, skills training, and resources to traders who would otherwise remain on the margins. For Sithembile, it’s not just about money – it’s about visibility, respect, and fostering a society that recognises the value of African businesses at every level.
*** At the launch of Frank Horley’s book at the Brenthurst library with Nicky Oppenheimer, Saul Molobi and Benito Madisha ***
Through Eight Red Apples, Sithembile hopes to create a movement that honours and uplifts African businesses. Her work is an invitation to look closer at the informal economy, to recognise the resilience, ambition, and potential of its entrepreneurs. Supporting street vendors is more than a gesture of goodwill; it’s a step toward building a more inclusive economy, one that celebrates the dignity and determination of every individual striving for a better future.
In her journey from corporate success to street vendor, Sithembile’s resilience became her greatest asset, and Eight Red Apples stands as a beacon of hope for countless traders. Her story, and the stories of those she empowers, remind us of the importance of seeing value in every person, especially those on the economic margins.
*** At the launch of the book by Prof Alistair Mokoena, Google’s Country Director, at the Exclusive Books, Rosebank ***
Sithembile’s Eight Red Apples is not just a business – it’s a beacon for those on society’s economic fringes, offering a hand to those often ignored or misunderstood. Her journey, marked by personal hardship and resilience, has shaped a mission that redefines what it means to empower others. With a deeply personal understanding of struggle, she now champions the cause of informal traders, street vendors, and marginalised entrepreneurs across Africa, reminding us all that the pathway to true empowerment is paved with dignity, respect, and opportunity.
For Sithembile, Eight Red Apples is a response to a silent plea – a resolve to act on behalf of those who, like her, have felt unseen and unsupported. Street vendors, hawkers, and informal traders make up a substantial portion of Africa’s economy. They’re the heartbeat of local commerce, feeding communities, driving small-scale economic development, and creating livelihoods. Yet, they’re often marginalised, lacking access to the resources, markets, and support needed to thrive. Her experiences on the streets of Johannesburg, where she too sought out customers to make ends meet, highlighted the invisible barriers these traders face daily. Her goal is not merely to alleviate their struggle but to catalyse a society that values and integrates their contributions into the formal economy.
*** With veteran actors, Amanda Quwe, Monnye Kunupi and Mike Mvelase. Sithembile mentors the first two on writing their autobiographies ***
Through Eight Red Apples, Sithembile has developed targeted initiatives to break down these barriers. Her company’s programs emphasise financial literacy, market access, and the power of community-based support. She recognises that the solution for many of these traders is not complicated financial loans or bureaucratic processes, but straightforward customer access, fair pricing, and a supportive community. By creating platforms such as The Africa Business Directory and The Business Hub, Sithembile is building bridges between these vendors and customers, enabling informal traders to gain visibility, credibility, and a pathway to sustainable income.
A cornerstone of Sithembile’s approach is education – especially for young people from low-income families. She believes that empowering future generations with financial skills is key to breaking the cycle of poverty that traps many informal workers. By teaching money management to children, she is laying the foundation for a financially literate generation that can manage, grow, and eventually lead their own enterprises. Her approach aims to create a lasting impact, equipping young people with the knowledge and confidence to build their futures with independence and resilience.
*** Taking a client, Funeka Sobantu (Communications Director of Plus 94 Research), on the marketing and communications strategy she has developed to entrench the African Genius Awards’ brand equity ***
She stands as an example of how dedicated support for vulnerable segments can make a transformative difference. Sithembile’s advocacy for street vendors is about restoring pride and dignity, giving people the tools and knowledge they need to stand on their own. Her mission resonates with the goals of this awareness month, which is a call to action for society to support vulnerable groups, to amplify their voices, and to work towards an inclusive society where everyone, regardless of circumstance, has the chance to thrive.
Eight Red Apples also runs local campaigns that encourage South Africans to buy from street vendors and local businesses, reinforcing the importance of community-driven economic development. Sithembile is shifting mindsets, showing that supporting street vendors isn’t a mere act of charity, but an investment in community resilience and growth. She wants people to understand that when they buy from a street vendor, they’re not just supporting one individual – they’re contributing to an ecosystem that benefits families, sends children to school, and lifts entire communities.
In addition to her grassroots initiatives, Sithembile’s work challenges the narrative around African businesses. Too often, African businesses are undervalued or perceived as inferior to international brands, a mindset she is determined to shift. “People look down on African businesses,” she explains, “but street traders are vital to our economy.” Through her advocacy, she’s helping to foster a sense of pride in local commerce and is actively working to shift public perception. Her efforts are a call for Africans to believe in their own potential, to see the value in their own communities, and to support the businesses that are, quite literally, in their own backyards.
Sithembile is a strong advocate for partnerships, collaboration, and effective stakeholder management. She has not only partnered with Brandhill Africa on The Africa Business Directory but has also collaborated with them on numerous strategic projects. Her involvement with Brandhill Africa extends to their publishing division, where she serves as the Editor of the news portal, Jambo Africa Online, and contributes to several book publications. She was also a co-facilitator at the team building workshop of Gauteng’s Department of Community Safety. Additionally, she became a project co-director when it was appointed as the marketing and communications agency for the African Genius Awards – a prestigious event celebrating exceptional African innovators, leaders, and trailblazers who have made significant contributions to their communities and industries across the continent. Through this partnership, she helps amplify the voices and achievements of Africa’s finest talents, supporting the awards’ mission to inspire the next generation of African leaders.
*** At the Drakensberg Inclusive Growth Summit 2024 convened by the Kgalema Motlanthe Foundation ***
Her journey is a powerful reminder of the resilience that lies within each of us. Her story is one of struggle and redemption, a testament to how adversity can shape purpose. In founding Eight Red Apples, she has created a movement that champions the overlooked and restores dignity to those on the fringes. By advocating for informal traders, educating young people, and fostering a culture of local support, she is transforming lives and challenging us all to see the dignity in every person’s work, regardless of where they’re standing.
Through Eight Red Apples, Sithembile has shown that sustainable change is possible when communities support one another. She is creating a legacy that will benefit generations, inspiring people to stand with their heads held high, knowing that they are valued, visible, and supported. Her story calls on all of us to honour the contributions of informal traders and street vendors – not just with words, but with our actions, our purchases, and our commitment to building a society that values every person’s effort and contribution.
This Sunday Chai FM’s jazz show, “Sunset Serenade”, will be dedicating a show to Sithembike Masia, tune into 101.9 FM or stream live from www.chaifm.com on Sunday from 17:00 to 20h00.