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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