Nhlanhla Dlamini, a distinguished alumnus of Wits Business School and Harvard Business School, embarked on a journey that has seen him shift from the prestigious halls of academia to the gritty realities of entrepreneurship in South Africa’s agricultural sector. Growing up in Mofolo, Soweto, Dlamini was acutely aware of the sacrifices his parents made to ensure he received a good education. This awareness drove him to excel academically, earning scholarships and bursaries that paved the way for his impressive academic achievements.
Despite a promising career at McKinsey & Company, Dlamini felt the corporate ladder wasn’t enough. During his MBA at Harvard, he found himself soul-searching, asking, “What is the best thing I can do with my life?” This question led him to the realisation that his true passion lay in addressing one of South Africa’s most pressing issues – ‘Unemployment’. He recognised that entrepreneurship is the engine of job creation and felt compelled to take on the challenge. In March 2015, Dlamini left McKinsey and began exploring the agricultural sector, determined to find a niche where he could make a difference. Over several months, he immersed himself in the agri-food industry, learning from farmers, co-ops, and agricultural associations.
By December, he had identified an opportunity in an unexpected place: the pet food industry. The idea for Maneli Pets came from a conversation with a former classmate from Wits Business School, who suggested exporting meat-based products to the US market. Initially, Dlamini considered various options, including tree nuts and dairy products, but stringent FDA regulations made exporting meat to the US a challenge. However, the concept of producing pet food using South Africa’s unique high-protein meats, such as crocodile, warthog, and ostrich, sparked his interest.
In October 2016, Dlamini moved his fledgling business into a repurposed factory for meat processing, and by June 2017, Maneli Pets began operations with 30 employees. The company quickly grew, expanding to 50 employees by September. What sets Maneli Pets apart in the saturated US pet food market is the quality and uniqueness of its products. The company specialises in high-protein pet treats made from meat off-cuts sourced from specialist butcheries. These premium snacks have gained popularity in over 12 countries, including the USA, UK, Europe, Hong Kong, and Singapore.
Operating under the brand name “Roam,” Maneli Pets’ products are exported to a pet food wholesaler in Boston, a connection made through Dlamini’s former WBS classmate. As he prepares to launch a new brand for distribution in South Africa and export to the EU, Dlamini is also expanding his business ventures. Maneli Pets is just one arm of the Maneli Group, a diversified food company that aims to build businesses in the green energy sector while supporting black entrepreneurship.
Maneli Pets produces a wide range of premium pet food and treats, including freeze-dried meats, tendons, and bones. These products have been well-received, particularly in the US, which is Maneli Pets’ largest market outside of South Africa. The company operates from a state-of-the-art factory in Johannesburg, designed with sustainability in mind—something that is deeply important to Dlamini.
He successfully secured R26 million in funding from the Industrial Development Corporation (IDC) and, more recently, received a grant of R12.5 million from the Department of Trade and Industry’s Black Industrialists Scheme (BIS). These funds have been crucial in supporting the growth and expansion of Maneli Pets. As a Rhodes Scholar and a leader recognised globally, Dlamini, reflecting on his journey, credits his Postgraduate Diploma in Management (PDM) from WBS as superb preparation for the real world of work, particularly in understanding the dynamics of working in diverse teams.
