Startup Story
With 30 years of experience in the aloe industry, Barbara Kleinschmidt is a founder and Director of Totally Wild (Pty) Ltd, a 13 year old Cape Town based company, specializing in natural and organic products, made from South Africa's wild-grown, indigenous Aloe ferox plants. Barbara, a single mom with 3 grown up sons, has always had a strong interest in naturopathy, traditional and natural medicines, and focuses on products that will help to improve the health of their customers. In addition, the aloe industry in South Africa relies on a large rural workforce to harvest and pre-process the aloe leaves, providing jobs and upliftment for entire communities who were previously disadvantaged.
LoA spoke to the passion-driven entrepreneur, Barbara Kleinschmidt, about her incredible journey and her belief in the healing powers of organic aloe-based products.
What does your company do?
The company has two brands: Aloe 24/7 which comprises organic aloe juices to ensure a healthy digestive tract and build the immune system, and organic aloe gel to treat a wide variety of skin problems; and Anara - a brand new range of products developed by women, for women. Initial products in the range offer more natural alternatives to conventional HRT treatment, for various symptoms of menopause. Aloe 24/7 products have been exported to Europe and the Middle East for several years, and the plan is to export Anara products too, to help women navigate the difficult years, wherever they are in the world, in a more natural way, allowing women to be cool, calm and in control of their bodies.
“Knowing that our products are helping people, is the greatest inspiration.”
“I believe that following your own dream, being able to tackle projects, products, and areas of need that resonate with you, is vitally important to the success of any business.”
What inspired you to start your company?
After many years in the industry, involved initially with basic aloe skincare products, followed by marketing a range of aloe & fruit juice blends, aloe jams, pickles and relishes, and even aloe chocolates, I realised that my interest lay more in the medicinal benefits of aloe and went on to develop an exceptional, 100% aloe juice (preservative free, certified organic) plus two line extensions, to help people with digestive problems. The aloe gel helps to heal burns, sunburn, bedsores, eczema etc, and the new Anara range helps women to cope with many of the debilitating and depressing symptoms of menopause. Knowing that our products are helping people, is the greatest inspiration.
Why should anyone use your service or product?
During my 30 years working with aloe, I have been fortunate to travel to many international trade shows all over the world to exhibit our products, see what other aloe products are on offer, visit retail stores and carry out market research, firsthand. It is with great pride that we say our organic aloe juices and aloe gel are the purest and most genuine products we have seen anywhere. Our new Anara range is absolutely unique - an aloe-based product range that helps women to deal with hot flushes, night sweats, hair loss and many other issues, with products that do not pose a threat to women who may be prone to breast cancer if they use conventional HRT. Natural alternatives, all topically applied, exquisitely packaged, and really effective.
“For me, the greatest reward is receiving an email or a phone call from someone who says, "thank you, you and your products have changed my life"! What more can one ask for!”
Tell us a little about your team
My business partner, Andrew (a BioChemist) had many years in the food manufacturing industry and is now CEO of our company. He also has interests in a natural oral care company, and a coffee company, so is kept extremely busy! His son, Nic, works on the sales side of our business and Taryn, a young mother of 3 boys, is our Marketing Manager. Anna is our office manager and makes sure everybody and everything runs smoothly!
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I do not come from an entrepreneurial background at all. I was divorced at age 35, with 3 sons under the age of 6, so I had to "think entrepreneurially" very quickly! I worked at Kirstenbosch Botanical Gardens, on the fundraising team, where I met Prof MC Botha who was the pioneer of the whole aloe industry in South Africa. He and I started an aloe company in 1994 which we lost 7 years later, due to a poor choice of partners. I started again with my brother as my partner and history repeated itself 6 years later when, in order to expand, we also chose the wrong partner! But I was determined not to lose what I had learned along the way, so when my brother left to live in the USA, I struggled for 18 months on my own, and then went into partnership with my current business partner, and we're still going strong, 13 years later!
What are your future plans and aspirations for your company?
Our focus at present is on our new range, Anara. We plan to offer natural solutions to women of all ages, with products for all kinds of problems specific to women; to provide a space for women to ask those awkward questions in a safe environment and to try and provide solutions wherever possible, either through our panel of doctors (conventional and integrated / holistic healthcare practitioners) or other members’ experiences. To ultimately become a recognized, global brand that can change the way women approach the various stages and changes in their lives and bodies, through a holistic approach, incorporating lifestyle, diet, and psychological approach to “getting through the tough times.
What gives you the most satisfaction being an entrepreneur?
I believe that following your own dream, being able to tackle projects, products, and areas of need that resonate with you, is vitally important to the success of any business. If you don't have enormous passion for what you do, and if you're not excited to get up in the morning to come to work, then perhaps being an entrepreneur is not for you! For me, the greatest reward is receiving an email or a phone call from someone who says, "thank you, you and your products have changed my life"! What more can one ask for!
What's the biggest piece of advice you can give to other women looking to start-up?
Have a dream, know what you want to achieve.......and then do ALL the homework and investigation possible to determine whether someone else is already doing the same thing, whether there is a need and/or demand for what you want to offer, and then finding the right partner/s. Research, planning and preparation is absolutely key. Just because you think something might work, or is a good idea, doesn't mean it is.
Contact or follow Totally Wild (Pty) Ltd.
WEBSITE | FACEBOOK | INSTAGRAM | EMAIL barbara@totallywild.co.za
Why LoA loves it…
As the world looks to find more natural approaches and solutions to healing our bodies, it is good to see a proudly South African brand emerging that harnesses the well-known powers of aloe to do just that. Barbara Kleinschmidt is a powerful, independent entrepreneurial voice for the healing benefits of aloe and she has created a brand that focuses on how women can use it as part of their natural healing journeys. We love the passion, the products, and the impact that an aloe processing business like Barbara’s has on job creation in local communities through a sustainable value chain. — Melanie Hawken, founder & ceo, Lionesses of Africa