#WomensMonth | Edna Mohale: Living much more deliberately in her purpose
“It was also a powerful reminder that innovation does not always have to come from large corporations. South African entrepreneurs can create brands that are culturally relevant, commercially viable and built for our communities.”
SMI Foods, she says, is perhaps the most personal expression of her entrepreneurial journey.
“SMI Foods is a South African food company focused on innovation, creating a platform across food innovation, product development, commercialisation and manufacturing.
“Our ambition is to create affordable, culturally relevant food solutions while contributing to food security, job creation, industrial growth and inclusive economic development.
Talking about Yo Flav, she says they are building more than a sauce brand.
“We are creating a food platform that understands African consumers — their tastes, cooking traditions and everyday meal occasions — while connecting products, informal and formal retail, food traders, digital commerce and local employment.”
Wearing different hats
What makes this chapter particularly exciting for her, she says, is that she got to wear different hats.
“I can be an entrepreneur, a strategist, a marketer, an innovator, an advisor, a boardroom partner, an industry judge and a business builder — sometimes all in the same week.”
And she does not see those roles as separate.
“They are all connected by the same core competencies I have built throughout my career: understanding people, identifying opportunities, building brands, creating partnerships, solving problems and turning ideas into tangible value.”
Live deliberately in her purpose
Most importantly, she says this chapter has allowed her to live much more deliberately in her purpose.
“For many years, my career was about delivering against someone else's business objectives. Today, I have the opportunity to choose where I apply my energy, what I build, who I collaborate with and what kind of impact I want to leave behind.
“That, for me, is one of the greatest measures of success.”
She adds, “I believe these initiatives have been successful because they are all grounded in the same principle: use your experience, but don't allow your experience to define the limits of what you can become.
Building something lasting
She has always been fascinated by the power of brands and the role they play in people’s everyday lives.
“Growing up, I was curious about why people choose one product over another, why certain brands become part of our culture and how a simple idea can influence behaviour.”
Her career in marketing and innovation allowed her to combine creativity with business strategy.
“Over the years, working across some of South Africa’s leading FMCG businesses, I realised that marketing is much bigger than advertising.
“It is about understanding people, solving real problems, creating value and building brands that matter.”
Today, that passion has evolved into entrepreneurship.
“Through SMI Foods, I have the opportunity to build products and solutions that speak directly to South African consumers and to contribute to creating opportunities within our food industry.
“For me, it has become less about simply building brands and more about building something that can have a lasting impact.”
Challenges
Her journey has not been without challenges. One of the biggest challenges, she says, has been learning to navigate spaces where, at times, you have to work harder to have your voice heard or to prove that you belong at the table.
“I have experienced moments where I had to be more prepared, more resilient and sometimes more patient than I would have liked. But those experiences taught me not to measure my worth by how others perceive me.”
Instead she learnt to trust her experience, speak with conviction and, importantly, not lose herself in the process of trying to fit into environments that were not designed with women like her in mind.
She adds that there have also been moments of significant change and uncertainty in her career.
“Those experiences taught me that a career is not always a straight line. Sometimes what feels like an ending is actually an invitation to reinvent yourself.”
She has overcome challenges by staying curious and continuing to learn. “I also surround myself with people who believe in me, and remember that resilience is not about never falling. It is about having the courage to get back up and keep moving.”
Leadership approach
Her approach to leadership is rooted in authenticity, accountability and empathy.
“People don't need perfect leaders; they need leaders who are clear about where they are going, who are willing to listen and who are prepared to make difficult decisions when necessary.
“An effective leader needs vision, courage, emotional intelligence, integrity and the ability to bring people with them. You also need to know when to lead from the front and when to step back and allow others to shine.”
She says being a woman can be a tremendous advantage because many women bring a strong ability to connect, listen, read the room, build relationships and see the bigger picture.
“We often carry multiple responsibilities simultaneously, and that can build an incredible capacity for resilience, adaptability and problem-solving.
However, she is aware that some of the qualities that make women strong can sometimes become a disadvantage.
“Women can feel pressure to be liked, to prove themselves repeatedly or to carry everyone else while neglecting themselves.”
She has learnt that leadership is not about becoming less feminine or adopting someone else's definition of what a leader should look like. "It is about understanding your strengths and using them with confidence.
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Advice for other women
She says, know your value before you walk into the room.
“Do not wait for someone else to permit you to believe that you belong. Prepare yourself, build your expertise and dare to take up space.”
Then she says, don't be afraid to reinvent yourself.
“Your career will evolve, and so will you. A setback, retrenchment, missed promotion or failed idea does not define your future. Sometimes your greatest chapter starts after something you thought you needed comes to an end.”
Her next piece of advice is to build relationships.
“Your network is not just about what people can do for you; it is about what you can build together. Find mentors, sponsors, peers and, most importantly, women who will genuinely support and champion one another.”
Then lastly, she says don't become so focused on success that you forget who you are.
“You can be ambitious and still be kind. You can be strong and still be vulnerable. You can lead without losing your humanity.
“There is room for more women at the table. And when you get there, don't forget to pull another woman up with you.”
She adds," My journey has taught me that reinvention is not starting again. It is taking everything you have learnt, everything you are good at and everything you believe in — and finding new ways to create value with it."
