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Beverley-Anne Joseph: cheers to the perseverance of an entrepreneur

Boris Urban (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa)
Stephanie Althea Townsend (Wits Business School, University of the Witwatersrand, Johannesburg, South Africa)

Publication date: 27 January 2023


Learning outcomes

The learning outcomes of this study are as follows:▪ evaluate the difficulties of entry-level women entrepreneurs in the South African farming industry;▪ appreciate the entrepreneurial journey of a women entrepreneur in the farming industry;▪ assess the role of networking and support programmes in prompting women entrepreneurs in South Africa;▪ understand the role of diversification in building a sustainable business in today’s COVID-19-affected economic environment;▪ make an informed decision regarding how COVID-19 had negatively affected the farming industry; and▪ critically evaluate which options are available for women entrepreneurs to overcome the negative effects of COVID-19 and remain sustainable businesses.

Case overview/synopsis

In April 2021, managing director and co-owner Beverley-Anne Joseph, was considering the long-term business strategy options for Zelpy, her hop farm business outside George, a town in the Western Cape, South Africa. As the first black woman hop farmer in Africa, she had run a successful business supplying hops to South African Breweries (SAB), a subsidiary of the global conglomerate Anheuser-Busch InBev (AB InBev). To date, her hop farming business had not been impacted by the South African Government’s COVID-19 lockdowns that impacted the sale of alcoholic beverages. However, it had given her a wake-up call as to the risk of having most of her eggs in one basket. She now had to consider how to diversify her farming business to minimise risk.

Complexity academic level

MBA, Masters in Management, Postgraduate Diploma in Business and Executive Education short courses.

Supplementary materials

Teaching notes are available for educators only.

Subject code

CSS 3: Entrepreneurship.



Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognizable information to protect confidentiality.


Urban, B. and Townsend, S.A. (2023), "Beverley-Anne Joseph: cheers to the perseverance of an entrepreneur", , Vol. 13 No. 1.



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