Logo
Sign in
Sign in
Join Free
Home
Originals
News
Startup Events
Founder's Stack
Founder Community
Contact us

๐Ÿชด Grow Food Where You Cook It

Plus: Figma goes public ๐Ÿš€๐Ÿ“ˆ, South African money habits & moving back to Jozi.

Hi {{ FIRSTNAME | there, }}

Remember the Jetsons? One Slovakian startup says theyโ€™ll launch the worldโ€™s first commercially available flying car by next year โ€” check it out. Still needs to get approvals, but theyโ€™re confident itโ€™ll pass and be available for order by 2026. ๐Ÿš€

Donโ€™t Miss This!

Come learn how they built some of SAโ€™s best startups

On 7 August, the team behind everything from Pondering Panda, Journey Apps and SnapScan to OfferZen, Root, Luno and Mindjoy are in Stellenbosch to share insider secrets on how to build a successful product & brand in SA.

And youโ€™re invited.

Use code TOL50 to get a bonus R50 off

Get R50 off with Early Bird tickets โ†’

TRENDING NOW

Putting More Delicious Greens on Our Plates

SA spends R53 billion per year on fresh produce, but 50% of that is transport costs โ€“ meet the startup helping consumers save those costs and get 40x more nutritious foodโ€ฆ

Nearly 40% of SAโ€™s total land area (46.4M out of 122.5M hectares) is dedicated to commercial agricultureโ€ฆ But itโ€™s spread across the Northern Cape (37,1%), Free State (16,4%), Eastern Cape (12,3%), and the North West province (11,5%), so your fresh veggies and salad need to travel several hundred kilometres to your plate.

And since we transport 75% of SAโ€™s agricultural produce by road, about 30โ€“50% of the margin gets swallowed up by logistics costs (depending on crop, season, and route).

The opportunity

Beyond the transport costs, farmland is also shrinking: Weโ€™ve written about the annual loss of 100 million hectares of healthy and productive farmland globally. So weโ€™ve got ourselves a bit of a conundrum.

In a world where we can stream global news in milliseconds, why is growing food still stuck in the Stone Age? Maybe itโ€™s time to reframe the food security problem as a logistics issueโ€ฆ

Whoโ€™s solving the problem

Remember when we told you about vertical farming startup Arableโ€™s farm-in-a-box solution (already supplying local restaurants with fresh produce)? Well, Arable has just launched Sprout: the desktop hydroponic grower thatโ€™s turning small spaces into self-sufficient gardens for a cool R3,699.

Originally built as a teaching aid in vertical farming in classrooms, Sprout lets you grow and harvest your own nutrient-dense microgreens (with 40x vitamins and antioxidants) in just 2 weeks.

A system of energy-efficient LEDs, a quiet fan, and sleek water system lets you grow your own mini broccoli, red cabbage, rocket basil, and more right on your kitchen countertop. Pretty cool.

Outgrowing a R53 billion industry in my kitchen.

Helping people grow their own veg is a big deal

Whoโ€™s talking about this?

  • Reddit communities: r/vegetablegardening (704k), r/gardening (8.6M)

  • SA Facebook groups: Backyard Gardening Society (121k), Life is a Garden (31k)

  • YouTube channels: Epic Gardening (3.8M), MIgardener (1.3M)

Examples of success

  • Back to the Roots pioneered ready-to-grow indoor kits in the US, raising $10M and distributing through major retailers.

  • iFarm introduced automated vertical/fogponic systems to Finland, raising a $4M seed round in 2022 to expand to 14 countries.

TRENDING IN AI

3 Things to Make You Smarter on AI

Opportunities in AI? Meta reportedly poached four researchers from OpenAI, offering sports-star-level bonuses to the tune of $100M. Itโ€™s a clear signal that the AI talent wars are heating up, and the real frontier is model performance, not marketing.

Customer support team ballooning? Swedish FinTech Klarnaโ€™s AI assistant now handles two-thirds of all service chats โ€” thatโ€™s the work of 700 full-time agents โ€” across 23 countries in 35+ languages. Itโ€™s faster, more accurate and slashed repeat queries by 25%. Thatโ€™s what AI ops at scale looks like. Read more here.

Think building an AI agent is complex? Digital growth hacker Grace Leung says not so: Her new tutorial shows you how to spin up a full team of AI assistants โ€” from research to visuals to management โ€” in under 30 minutes. Itโ€™s simple, scalable, and doesnโ€™t need a line of code. Watch the guide.

Sidekick Lab proudly sponsors Trending in AI

Before AI can deliver value, your data needs structure. Sidekick automatically discovers, catalogues and connects your data across systems, turning complexity into clarity in days. You can ask questions in plain language and get real-time, secure answers. No delays. No guesswork. Just instant insight from your own environment.

Learn More โ†’

CHECK THIS OUT - PARTNER CONTENT*

โ€œOur product lags. Clients complain. Weโ€™re not sure where itโ€™s breaking.โ€

If performance is holding you back โ€” outages, latency, sluggish infrastructure โ€” youโ€™re not alone. Most early-stage SaaS teams are duct-taping infra together until something breaks.

But hereโ€™s the truth: if your product isnโ€™t fast, it wonโ€™t grow.

Cloud On Demandโ€™s ISV program offers a free cloud architecture review for South African SaaS companies running on Azure.

Their engineers will:

  • Identify performance bottlenecks

  • Help you scale without over-provisioning

  • Tune your stack for speed, stability and cost-efficiency

No fluff. No obligation. Just help from actual humans whoโ€™ve built this before.

You could hire a CTO or cloud architect and wait six weeks. Or you could book a free session and get real answers this week.

July is your window โ€” fix performance now, before it costs you the next client.

Book your architecture review โ†’

*This content is part of a paid partnership with Cloud on Demand.

IN SHORT

News to share far and wideโ€ฆ

๐Ÿ›’ย Grocery Game On. Thereโ€™s a new grocery player in town, and it might just be cheaper than Shoprite, Pick n Pay and Checkers. Skubu has just launched its pilot store in Diepsloot, Jozi. It allows customers to bring in their own containers to buy food and other household goods in the quantities they can afford. Everything from maize meal, cooking oil, sugar and rice, to cleaning products, all at a fixed price per litre or KG. Whoa. Weโ€™re taking note.

๐Ÿ“ Figma Preps for IPO. Figmaโ€™s finally going public โ€” nearly two years after Adobeโ€™s $20bn buyout went bust. The design darling just filed to list on the NYSE, citing surging AI investment (200+ mentions in their prospectus, lol) and massive revenue gains. With $749m in 2024 revenue and 46% YoY growth, this could be one of 2025โ€™s hottest tech listings. Can they beat that old $20bn valuation? Watch this space.

๐Ÿ’ฐย SAโ€™s Payment Habits. Stitch just dropped their 2025 South Africa Consumer Payments Report, with key insights into SAโ€™s payment landscape, including: 90% of respondents have tried a new payment method (not cash or card) in the last year, debit orders evoke an 85% negative sentiment (hahaha), and SAโ€™s preferred payment methods. Mega interestingโ€ฆ

๐Ÿ“ฌ Email, but make it AI. Grammarly just scooped up Superhuman โ€” the elite email startup once known for its snobby waitlist and snappier replies. Superhumanโ€™s CEO is joining Grammarly, and theyโ€™re planning to fold AI agents into inboxes to build a smarter productivity suite. Emailโ€™s still the most-used work app, so this could get spicy. Next stop: AI that replies to your boss and schedules your Padel tourney?

โšกย Power Up. Joziโ€™s City Power is toying with the idea of replacing some of its fleet with EVs. This comes off the back of the cityโ€™s acquisition of some EV charging stations to become a leader in the green economy. Interestingly enough, theyโ€™re also introducing a battery-swapping system to allow for depleted batteries to be exchanged for fully charged ones, reducing waiting periods. Pretty cool. Hope it works well.

๐Ÿš›ย Back it up. Swathes of South Africans are reportedly semigrating (*checks notes) back to Jozi? This comes as more and more companies are returning to in-person work, prompting a rising demand for rental apartments and estate homes near the cityโ€™s main commercial spots. Weโ€™ll always have The Valley of the Wavesโ€ฆ

โœ… The Stack. Founders need tools and suppliers they can trust. Check out our Founderโ€™s Stack with the best in IP offshoring and global market access with Finance Isle of Man, all your VC and startup legal sorted by Dommisse Attorneys, and loads more vital startup tools & services.

WHAT YOU SAID

Money talksโ€ฆ

Yesterday, we asked what the real cheat code is in venture studio models, and most like the funding optionsโ€ฆ

๐ŸŸจโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธ ๐Ÿš€ Faster than bootstrapping (8%)

๐ŸŸจ๐ŸŸจ๐ŸŸจ๐ŸŸจโฌœ๏ธโฌœ๏ธ ๐Ÿงฐ Full-stack team on day one (25%)

๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ ๐Ÿค‘ Funding that actually works with you (34%)

๐ŸŸจ๐ŸŸจ๐ŸŸจ๐ŸŸจโฌœ๏ธโฌœ๏ธ ๐Ÿค Mentorship without the fluff (25%)

๐ŸŸจโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธ ๐Ÿ“ˆ Higher success rate, backed by data (8%)

ICYMI: We showed how these studios help startups double their returns. Thereโ€™s even a whole podcast on how the model has helped SA founders scale faster.

Pro tip: Enter your email address right here, youโ€™ll be the first to see new podcasts as they release. ๐Ÿ˜‰

LOVE IT?

Engage SA business decision makers through The Open Letter

Engage {{active_subscriber_count}} South African professionals who read The Open Letter:

  • 61%+ of our audience have more than 12 years of work experience.

  • 65% are in senior/decision-making roles where they work

  • 38% work for companies with more than 500 employees,

Reply to this email to get started.

THANKS FOR READING

Squad

How are you feeling about todayโ€™s Open Letter?

  • ๐Ÿ’š Needs some work
  • ๐Ÿ’š๐Ÿ’š Solid, but room to level up
  • ๐Ÿ’š๐Ÿ’š๐Ÿ’š Nailed it โ€” I loved this!

Login or Subscribe to participate

๐Ÿชด Grow Food Where You Cook It

Plus: Figma goes public ๐Ÿš€๐Ÿ“ˆ, South African money habits & moving back to Jozi.

Hi {{ FIRSTNAME | there, }}

Remember the Jetsons? One Slovakian startup says theyโ€™ll launch the worldโ€™s first commercially available flying car by next year โ€” check it out. Still needs to get approvals, but theyโ€™re confident itโ€™ll pass and be available for order by 2026. ๐Ÿš€

Donโ€™t Miss This!

Come learn how they built some of SAโ€™s best startups

On 7 August, the team behind everything from Pondering Panda, Journey Apps and SnapScan to OfferZen, Root, Luno and Mindjoy are in Stellenbosch to share insider secrets on how to build a successful product & brand in SA.

And youโ€™re invited.

Use code TOL50 to get a bonus R50 off

Get R50 off with Early Bird tickets โ†’

TRENDING NOW

Putting More Delicious Greens on Our Plates

SA spends R53 billion per year on fresh produce, but 50% of that is transport costs โ€“ meet the startup helping consumers save those costs and get 40x more nutritious foodโ€ฆ

Nearly 40% of SAโ€™s total land area (46.4M out of 122.5M hectares) is dedicated to commercial agricultureโ€ฆ But itโ€™s spread across the Northern Cape (37,1%), Free State (16,4%), Eastern Cape (12,3%), and the North West province (11,5%), so your fresh veggies and salad need to travel several hundred kilometres to your plate.

And since we transport 75% of SAโ€™s agricultural produce by road, about 30โ€“50% of the margin gets swallowed up by logistics costs (depending on crop, season, and route).

The opportunity

Beyond the transport costs, farmland is also shrinking: Weโ€™ve written about the annual loss of 100 million hectares of healthy and productive farmland globally. So weโ€™ve got ourselves a bit of a conundrum.

In a world where we can stream global news in milliseconds, why is growing food still stuck in the Stone Age? Maybe itโ€™s time to reframe the food security problem as a logistics issueโ€ฆ

Whoโ€™s solving the problem

Remember when we told you about vertical farming startup Arableโ€™s farm-in-a-box solution (already supplying local restaurants with fresh produce)? Well, Arable has just launched Sprout: the desktop hydroponic grower thatโ€™s turning small spaces into self-sufficient gardens for a cool R3,699.

Originally built as a teaching aid in vertical farming in classrooms, Sprout lets you grow and harvest your own nutrient-dense microgreens (with 40x vitamins and antioxidants) in just 2 weeks.

A system of energy-efficient LEDs, a quiet fan, and sleek water system lets you grow your own mini broccoli, red cabbage, rocket basil, and more right on your kitchen countertop. Pretty cool.

Outgrowing a R53 billion industry in my kitchen.

Helping people grow their own veg is a big deal

Whoโ€™s talking about this?

  • Reddit communities: r/vegetablegardening (704k), r/gardening (8.6M)

  • SA Facebook groups: Backyard Gardening Society (121k), Life is a Garden (31k)

  • YouTube channels: Epic Gardening (3.8M), MIgardener (1.3M)

Examples of success

  • Back to the Roots pioneered ready-to-grow indoor kits in the US, raising $10M and distributing through major retailers.

  • iFarm introduced automated vertical/fogponic systems to Finland, raising a $4M seed round in 2022 to expand to 14 countries.

TRENDING IN AI

3 Things to Make You Smarter on AI

Opportunities in AI? Meta reportedly poached four researchers from OpenAI, offering sports-star-level bonuses to the tune of $100M. Itโ€™s a clear signal that the AI talent wars are heating up, and the real frontier is model performance, not marketing.

Customer support team ballooning? Swedish FinTech Klarnaโ€™s AI assistant now handles two-thirds of all service chats โ€” thatโ€™s the work of 700 full-time agents โ€” across 23 countries in 35+ languages. Itโ€™s faster, more accurate and slashed repeat queries by 25%. Thatโ€™s what AI ops at scale looks like. Read more here.

Think building an AI agent is complex? Digital growth hacker Grace Leung says not so: Her new tutorial shows you how to spin up a full team of AI assistants โ€” from research to visuals to management โ€” in under 30 minutes. Itโ€™s simple, scalable, and doesnโ€™t need a line of code. Watch the guide.

Sidekick Lab proudly sponsors Trending in AI

Before AI can deliver value, your data needs structure. Sidekick automatically discovers, catalogues and connects your data across systems, turning complexity into clarity in days. You can ask questions in plain language and get real-time, secure answers. No delays. No guesswork. Just instant insight from your own environment.

Learn More โ†’

CHECK THIS OUT - PARTNER CONTENT*

โ€œOur product lags. Clients complain. Weโ€™re not sure where itโ€™s breaking.โ€

If performance is holding you back โ€” outages, latency, sluggish infrastructure โ€” youโ€™re not alone. Most early-stage SaaS teams are duct-taping infra together until something breaks.

But hereโ€™s the truth: if your product isnโ€™t fast, it wonโ€™t grow.

Cloud On Demandโ€™s ISV program offers a free cloud architecture review for South African SaaS companies running on Azure.

Their engineers will:

  • Identify performance bottlenecks

  • Help you scale without over-provisioning

  • Tune your stack for speed, stability and cost-efficiency

No fluff. No obligation. Just help from actual humans whoโ€™ve built this before.

You could hire a CTO or cloud architect and wait six weeks. Or you could book a free session and get real answers this week.

July is your window โ€” fix performance now, before it costs you the next client.

Book your architecture review โ†’

*This content is part of a paid partnership with Cloud on Demand.

IN SHORT

News to share far and wideโ€ฆ

๐Ÿ›’ย Grocery Game On. Thereโ€™s a new grocery player in town, and it might just be cheaper than Shoprite, Pick n Pay and Checkers. Skubu has just launched its pilot store in Diepsloot, Jozi. It allows customers to bring in their own containers to buy food and other household goods in the quantities they can afford. Everything from maize meal, cooking oil, sugar and rice, to cleaning products, all at a fixed price per litre or KG. Whoa. Weโ€™re taking note.

๐Ÿ“ Figma Preps for IPO. Figmaโ€™s finally going public โ€” nearly two years after Adobeโ€™s $20bn buyout went bust. The design darling just filed to list on the NYSE, citing surging AI investment (200+ mentions in their prospectus, lol) and massive revenue gains. With $749m in 2024 revenue and 46% YoY growth, this could be one of 2025โ€™s hottest tech listings. Can they beat that old $20bn valuation? Watch this space.

๐Ÿ’ฐย SAโ€™s Payment Habits. Stitch just dropped their 2025 South Africa Consumer Payments Report, with key insights into SAโ€™s payment landscape, including: 90% of respondents have tried a new payment method (not cash or card) in the last year, debit orders evoke an 85% negative sentiment (hahaha), and SAโ€™s preferred payment methods. Mega interestingโ€ฆ

๐Ÿ“ฌ Email, but make it AI. Grammarly just scooped up Superhuman โ€” the elite email startup once known for its snobby waitlist and snappier replies. Superhumanโ€™s CEO is joining Grammarly, and theyโ€™re planning to fold AI agents into inboxes to build a smarter productivity suite. Emailโ€™s still the most-used work app, so this could get spicy. Next stop: AI that replies to your boss and schedules your Padel tourney?

โšกย Power Up. Joziโ€™s City Power is toying with the idea of replacing some of its fleet with EVs. This comes off the back of the cityโ€™s acquisition of some EV charging stations to become a leader in the green economy. Interestingly enough, theyโ€™re also introducing a battery-swapping system to allow for depleted batteries to be exchanged for fully charged ones, reducing waiting periods. Pretty cool. Hope it works well.

๐Ÿš›ย Back it up. Swathes of South Africans are reportedly semigrating (*checks notes) back to Jozi? This comes as more and more companies are returning to in-person work, prompting a rising demand for rental apartments and estate homes near the cityโ€™s main commercial spots. Weโ€™ll always have The Valley of the Wavesโ€ฆ

โœ… The Stack. Founders need tools and suppliers they can trust. Check out our Founderโ€™s Stack with the best in IP offshoring and global market access with Finance Isle of Man, all your VC and startup legal sorted by Dommisse Attorneys, and loads more vital startup tools & services.

WHAT YOU SAID

Money talksโ€ฆ

Yesterday, we asked what the real cheat code is in venture studio models, and most like the funding optionsโ€ฆ

๐ŸŸจโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธ ๐Ÿš€ Faster than bootstrapping (8%)

๐ŸŸจ๐ŸŸจ๐ŸŸจ๐ŸŸจโฌœ๏ธโฌœ๏ธ ๐Ÿงฐ Full-stack team on day one (25%)

๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ๐ŸŸฉ ๐Ÿค‘ Funding that actually works with you (34%)

๐ŸŸจ๐ŸŸจ๐ŸŸจ๐ŸŸจโฌœ๏ธโฌœ๏ธ ๐Ÿค Mentorship without the fluff (25%)

๐ŸŸจโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธโฌœ๏ธ ๐Ÿ“ˆ Higher success rate, backed by data (8%)

ICYMI: We showed how these studios help startups double their returns. Thereโ€™s even a whole podcast on how the model has helped SA founders scale faster.

Pro tip: Enter your email address right here, youโ€™ll be the first to see new podcasts as they release. ๐Ÿ˜‰

LOVE IT?

Engage SA business decision makers through The Open Letter

Engage {{active_subscriber_count}} South African professionals who read The Open Letter:

  • 61%+ of our audience have more than 12 years of work experience.

  • 65% are in senior/decision-making roles where they work

  • 38% work for companies with more than 500 employees,

Reply to this email to get started.

THANKS FOR READING

Squad

How are you feeling about todayโ€™s Open Letter?

  • ๐Ÿ’š Needs some work
  • ๐Ÿ’š๐Ÿ’š Solid, but room to level up
  • ๐Ÿ’š๐Ÿ’š๐Ÿ’š Nailed it โ€” I loved this!

Login or Subscribe to participate

JOIN IN

The best stories from South Africaโ€™s startup and business scene. Delivered with insight, edge, and just the right amount of mischief.

Whether youโ€™re building, investing, or just curious, The Open Letter keeps you in the loop and ahead of the curve.

Startup Events

Founder Community

Follow us on:

The Open Letter 2026 - All Rights Reserved

ยฉ 2026 The Open Letter.
Report abusePrivacy policyTerms of use
beehiivPowered by beehiiv

Subscribe to keep reading

This content is free, but you must be subscribed to keep reading

Already a subscriber?