What began as a young farmer’s response to tragedy has evolved into a business that, three generations later, transforms forestry waste into premium charcoal products and creates employment in rural KwaZulu-Natal.

Ignite Charcoal was founded almost 35 years ago by Willi Gevers under challenging circumstances. In his early 20s, he found himself responsible for the family farm after his father’s death in a car accident. An unsuccessful dairy operation, the surrounding land was overrun with invasive wattle plants.

“While clearing invasive vegetation to restore the land my father realised the wood could be transformed into a useful, income-generating product,” said Mark Gevers, who took over as Chief Executive Officer in 2022. “Instead of burning or discarding it, he converted it into charcoal, which not only cleaned the land but sparked an idea for a business.”

With no formal business training or charcoal production experience, Willi Gevers built a through determination and practical problem-solving. The early years proved challenging, particularly due to market instability. Initially selling bulk, unscreened charcoal to silicon smelters in Polokwane, the business faced low prices and inconsistent demand that made long-term planning difficult.

The breakthrough came when the business shifted from raw commodity sales to value-added products. Ignite Charcoal began screening and grading charcoal for consistency, supplying the barbecue and restaurant markets, and creating its own brand. This transition provided the stability and growth potential the business needed.

Today, the company has evolved from a small farm-based operation into an established producer with specialised processing and packaging facilities serving both local and export markets. The company offers innovative products including instant light charcoal, premium restaurant-grade charcoal, disposable barbecues, charcoal briquettes made from fines, firewood and kindling products.  “We also implement innovative kiln systems and are constantly improving efficiency by utilising waste wood that would otherwise go to landfill or be burned.”

A key milestone was establishing a briquette factory on a nearby property. “Previously, after screening charcoal, we were left with large volumes of fines that had little to no value,” Gevers said. “The briquetting facility allowed us to convert waste into saleable briquettes, increasing profitability while improving efficiency and sustainability.”

Ignite Charcoal now employs around 70 full-time staff members, more than double of previous years. During peak periods, an additional 70-120 seasonal workers join the team.

Participation in the Pick n Pay Enterprise Supplier Development Programme has accelerated this growth trajectory. “The programme has added value by providing market access and exposure, opportunities to engage with buyers, and guidance on retail expectations and compliance,” said Gevers. “It has helped professionalise our approach and strengthened our readiness for larger retail opportunities.”

The partnership has contributed to improved internal systems, better quality control, stronger planning capabilities, and increased understanding of retail standards, creating a foundation for sustainable long-term growth.

“We’re proud to support suppliers like Ignite Charcoal that combine both business excellence and have a meaningful community impact,” said Mark Bandi, Pick n Pay SMME Manager. “Their journey from a small farm operation to a sophisticated and sustainable manufacturer whose operation uses 60% solar power, exemplifies the potential that Pick n Pay knows South African entrepreneurs have if given the right support and market access.”

Beyond formal employment, Ignite Charcoal supports community upliftment through initiatives like a bulk bag repurposing project, where neighbouring residents earn income by repairing damaged bags for reuse, reducing waste while creating economic opportunity.

Gevers is not resting on his forefathers’ laurels. As part of Ignite Charcoal’s 10-year sustainability plan, the company will build a small power plant using a steam engine driven by wood residues, increasing its energy independence.

“Our vision is to create lasting value for future generations by transforming forestry waste into valuable, sustainable products while creating jobs and stable income for families.”