How Yaya’s Rusks dipped into South Africa’s love for “Beskuit” and went viral - Nelia Ngulube and Kate Wilkinson

South Africans love their rusks - or “beskuit,” as we say in Afrikaans. It’s a ritual we can hardly imagine our morning coffee without. It was a habit embraced by most of the families Nelia Ngulube, affectionately known as Yaya, worked for - one that eventually prompted her to start baking her own. Yaya’s Rusk has now grown into a thriving business and a fast-growing online presence. What began as a financial lifeline quickly snowballed into a social media phenomenon, with Yaya’s Rusks gaining thousands of followers and orders within weeks. In this interview with BizNews, Yaya and her social media mentor Kate Wilkinson share the story behind South Africa’s beloved Chief Rusk Officer - and what’s next for her delicious empire. - Linda van Tilburg

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Edited transcript of the interview

Linda van Tilburg (00:05.699)

Yaya is the affectionate nickname for Nelia Ngulube, a nanny turned entrepreneur from Johannesburg who began baking rusks as part of her caregiving routine. Earlier this year, she posted her first batch on Instagram - and within weeks, she had 10,000 followers and orders pouring in for Yaya’s Rusks. We have Yaya in the studio today to share her remarkable journey. So happy to meet you.

Yaya (00:31.311)

Thank you, thank you, Linda.

Linda van Tilburg (00:34.319)

So many South Africans told me about you, and when I visited your Instagram page, I thought - yes, I have to meet this woman.

Yaya (00:43.535)

Thank you very much.

Linda van Tilburg (00:45.834)

So how did you start selling rusks? How did this all begin?

Yaya (00:50.487)

It started in early April. I was talking to my boss about how I was struggling financially, and she said, “Nelia, you bake such delicious rusks - why don’t we try selling them?” I thought, no way. Who would buy my rusks when there are so many big brands in stores? But she insisted we give it a try. We bought the ingredients, and that’s how it all began.

Linda van Tilburg (01:24.322)

And where did you learn to bake?

Yaya (01:26.063)

I worked for a family in Craighall Park from 2017 to 2022. That’s where I learned to bake rusks. The granny there taught me and gave me her recipe, which I’ve since adapted and made my own - leading to Yaya’s Rusks.

Linda van Tilburg (01:49.854)

You had 10,000 followers in just seven weeks?

Yaya (01:53.721)

That’s true. It was incredible.

Linda van Tilburg (01:58.03)

Were you surprised by how quickly it caught on?

Yaya (02:01.839)

I was shocked. Honestly, it was a lot to take in.

Linda van Tilburg (02:13.548)

What’s the recipe that sells best? What flavours do South Africans love?

Yaya (02:20.524)

Right now, I only make one flavour - muesli.

Linda van Tilburg (02:25.447)

That probably makes things easier. No need to juggle batches that might not sell.

Yaya (02:31.855)

Exactly.

Linda van Tilburg (02:35.074)

Do people ask for your recipe? Say, “Come on, Yaya, share it”?

Yaya (02:39.513)

They ask all the time. But I haven’t shared it with anyone.

Linda van Tilburg (02:44.119)

I was just about to ask myself - just kidding! I see companies are sending you endorsements - shoes and other goodies. Was that unexpected?

Yaya (02:49.091)

I never expected it. The love has been overwhelming.

Linda van Tilburg (03:07.298)

Give us some examples of what you’ve received.

Yaya (03:10.413)

Shoes, t-shirts, aprons, recipe boxes - it’s been a lot. Some companies even want to help me scale up. It’s been amazing.

Linda van Tilburg (03:32.823)

So, are you planning to scale up?

Yaya (03:34.969)

Definitely. We’re working on something big - maybe as soon as next week.

Linda van Tilburg (03:44.138)

Ooh, and you can’t tell us what it is?

Yaya (03:46.273)

Nope - it’s a surprise.

Linda van Tilburg (03:52.343)

I see you do all this baking, but you also post stories about your “boysies.” Are you still helping to raise children?

Yaya (04:07.107)

Yes, I’m a nanny - always will be. Right now, I’m looking after twin boys who just turned two. They keep me busy, but I manage.

Linda van Tilburg (04:19.827)

And you bake in between?

Yaya (04:21.751)

Yes, during their long nap - that’s when I do my quick baking.

Linda van Tilburg (04:31.681)

How many families have you helped raise children for?

Yaya (04:36.367)

Four families over 16 years.

Linda van Tilburg (04:40.074)

And you love what you do?

Yaya (04:41.897)

I absolutely love it.

Linda van Tilburg (04:48.907)

What’s next for you? Any chance you’ll teach others to bake like you?

Yaya (04:57.219)

Yes, I’m willing to teach baking.

Linda van Tilburg (05:03.979)

Can we expect a Yaya Academy one day?

Yaya (05:07.393)

Definitely. Very soon I’ll be sharing recipes for cooking and baking online.

Linda van Tilburg (05:19.977)

Some people call you the Chief Rusk Officer. How did that come about?

Yaya (05:24.655)

A special person sent me a gift with that title - she said I make the best rusks in Johannesburg, maybe even in South Africa.

Linda van Tilburg (05:45.706)

Did someone help you promote this on social media?

Yaya (05:52.845)

Yes, my boss Kate is a social media consultant. She helped me take videos and encouraged me to post daily. She’s been a huge support.

Linda van Tilburg (06:12.971)

And that’s Kate Wilkinson?

Yaya (06:16.279)

Yes.

Linda van Tilburg (06:19.051)

Kate Wilkinson, who Yaya’s been talking about, is the social media expert who helped promote Yaya’s Rusks - and she’s joining us now.

Linda van Tilburg (07:35.967)

Kate, Yaya’s told us how you helped her with social media. Tell us about the campaign - was that the key to her success?

Kate Wilkinson (07:45.999)

It was definitely part of it. But really, it was about showcasing Yaya - her personality and her story. I’ve always loved digital storytelling. My husband and I run a travel Instagram account with a big following, and when I heard Yaya wanted to sell rusks, I knew that if we told her story online, it would take off.

Linda van Tilburg (08:11.88)

And it did - 10,000 views so quickly. She’s told me about her plans. How big do you want Yaya to go?

Kate Wilkinson (08:22.479)

As big as she wants. We’ve both been overwhelmed by the growth and support from across South Africa and the world. With the exciting partnership Yaya teased for next week, we hope more people will enjoy her rusks and support her journey. It’s been life-changing for me - but even more so for Yaya. And it’s only the beginning.

Linda van Tilburg (08:55.113)

Yaya, you say it’s been life changing. Financially, how much has this helped?

Yaya (09:01.391)

It’s helped a lot. I’ve bought myself big things - including a big oven - and I now have savings.

Kate Wilkinson: And Yaya has her sights set on buying her first car. That’s our next goal.

Linda van Tilburg (09:22.922)

That’s wonderful. Thank you both - Yaya and Kate Wilkinson - for sharing your story with us.