Draft:Joekels

Submission declined on 19 May 2026 by MSK (talk). This draft's references do not show that the subject meets Wikipedia's criteria for inclusion for organizations and companies. The draft requires multiple published secondary sources that: provide significant coverage: discuss the subject in detail, excluding routine coverage like product launches, staff appointments, or financial reports and listings in databases or listicles; are reliable: from reputable outlets with editorial oversight; are independent: not connected to the subject, such as press releases, the subject's own website, or sponsored content. Please add references that meet all three of these criteria. If none exist, the subject is not yet suitable for Wikipedia. If you would like to continue working on the submission, click on the "Edit" tab at the top of the window. If you have not resolved the issues listed above, your draft will be declined again and potentially deleted. If you need extra help, please ask us a question at the AfC Help Desk or get live help from experienced editors. Please do not remove reviewer comments or this notice until the submission is accepted. Where to get help If you need help editing or submitting your draft, please ask us a question at the AfC Help Desk or get live help from experienced editors. These venues are only for help with editing and the submission process, not to get reviews. If you need feedback on your draft, or if the review is taking a lot of time, you can try asking for help on the talk page of a relevant WikiProject. Some WikiProjects are more active than others so a speedy reply is not guaranteed. How to improve a draft Wikipedia:Contributing to Wikipedia – a basic overview on how to edit Wikipedia. Help:Wikitext – how to use the markup Help:Referencing for beginners – how to include references Wikipedia:Article development – how to develop your article Wikipedia:Writing better articles – how to improve your article Wikipedia:Verifiability – make sure your article includes reliable third-party sources You can also browse Wikipedia:Featured articles and Wikipedia:Good articles to find examples of Wikipedia's best writing on topics similar to your proposed article. Improving your odds of a speedy review To improve your odds of a faster review, tag your draft with relevant WikiProject tags using the button below. This will let reviewers know a new draft has been submitted in their area of interest. For instance, if you wrote about a female astronomer, you would want to add the Biography, Astronomy, and Women scientists tags. Add tags to your draft Editor resources Easy tools: Citation bot (help) | Advanced: Fix bare URLs Declined by MSK 2 months ago. Last edited by MSK 2 months ago. Reviewer: Inform author. Resubmit Please note that if the issues are not fixed, the draft will be declined again.

Submission declined on 10 March 2026 by Athanelar (talk). This draft's references do not show that the subject meets Wikipedia's criteria for inclusion for organizations and companies. The draft requires multiple published secondary sources that: provide significant coverage: discuss the subject in detail, excluding routine coverage like product launches, staff appointments, or financial reports and listings in databases or listicles; are reliable: from reputable outlets with editorial oversight; are independent: not connected to the subject, such as press releases, the subject's own website, or sponsored content. Please add references that meet all three of these criteria. If none exist, the subject is not yet suitable for Wikipedia. Declined by Athanelar 4 months ago.

Submission declined on 9 February 2026 by OrangeWaylon (talk). This draft's references do not show that the subject meets Wikipedia's criteria for inclusion for organizations and companies. The draft requires multiple published secondary sources that: provide significant coverage: discuss the subject in detail, excluding routine coverage like product launches, staff appointments, or financial reports and listings in databases or listicles; are reliable: from reputable outlets with editorial oversight; are independent: not connected to the subject, such as press releases, the subject's own website, or sponsored content. Please add references that meet all three of these criteria. If none exist, the subject is not yet suitable for Wikipedia. Declined by OrangeWaylon 5 months ago.

• Comment: The sources here are entirely WP:CORPTRIV except for a couple of good pieces, but those unfortunately seem to be press release-type features based on interviews eith the company, and the CBN piece is about their subsidiary Laager, and not Joekels themselves. Athanelar (talk) 13:06, 10 March 2026 (UTC)

• Comment: An admin should check this for similarity to the same-named article recently deleted at WP:Articles for deletion/Joekels in case it's eligible for G4. Athanelar (talk) 13:00, 10 March 2026 (UTC)

Joekels Tea Packers (Pty) Ltd (Joekels), a subsidiary of Tata Consumer Products Ltd, is a South African tea company.¹ It was established in 1994 and now includes the second-largest Rooibos tea brand in the world, Laager Rooibos.²³ The company packs about 95% of all Private Label Tea products in South Africa.⁴ The team started with Phendula Tips, followed by Tea Time. They now include seven brands, including Tetley Green Tea and Laager Tea4Kidz.⁵⁶⁷⁸

Joekels Tea Packers was founded in 1994 by Joe Swart, an accountant and Jonathan Kelsey, a qualified tea taster. Kelsey, the company's tea blender, is the only South African tea taster with an insured tongue.⁹¹⁰¹¹

With limited resources, the pair combined their skills and finances, working from Joe's mom's garage using a domestic cement mixer (nicknamed 'Old Faithful') to blend the tea.¹²¹³¹⁴ The company started with five staff members and one brand, Phendula Tips, tea meaning 'to turn around' in Zulu, mirroring the nation's transformation. This launched in 1994.¹⁵

In 2003, Joekels bought Laager Rooibos, the second-oldest Rooibos brand in the world.³ Joekels founded the first-ever children's tea in South Africa in 2001 with its Laager Tea4Kidz brand (originally Phendula Tea4Kidz). They went on to launch two variants with added Vitamin C.¹⁵¹⁶

In 2006, FMCG firm Tata Consumer Products Ltd (TCPL) acquired 33 per cent of shares in Joekels Tea Packers and later purchased a majority share.¹⁷ Tata Consumer Products Overseas Holdings Ltd (TCP Overseas) - a step-down wholly-owned subsidiary of the company through Tata Consumer Products UK Group - purchased the share capital from its Joint-Venture partners.¹⁸¹⁹⁷

In 2023, Tata Consumer Products Ltd acquired an additional 23.3 per cent stake in Joekels Tea Packers for US$5.28m. As a result of the acquisition, the holding of TCP Overseas in Joekels increased from 51.7 per cent to 75 per cent of the equity share capital. The remaining 25 per cent stake is held by the Joint-Venture partners. The acquisition includes Joekels' seven local brands, including Laager Rooibos and Tetley Green Tea.²⁰²¹

Rooibos is only grown in one region worldwide - the Cederberg in the Western Cape. In 2016, a drought in the region created a Rooibos shortage that led to a significant price increase in the Rooibos segment.⁹²²

Official website