Some businesses are built to make money. Others are built to make a difference. Atang Ramabele's Morumotsho Charcoal Production is doing both — and the Eastern Cape will never be the same because of it.
The Man Behind the Brand
Meet Atang Ramabele — entrepreneur, environmentalist and founder of Morumotsho Charcoal Production, based in Nchodu Village, Matatiele, Eastern Cape.
Atang did not start his business in a comfortable office. He started it in 2020, during the COVID-19 pandemic, in one of South Africa's most rural communities — and he started it with a mission that went far beyond profit.
What Does Morumotsho Mean?
The name says everything.
Morumotsho is a Sotho word meaning "a black forest" — a reference to the nearby hill that was once overrun by invasive black and silver wattle trees. These alien plants were not just an eyesore. They were actively destroying the land, threatening water sources, wildlife and the health of the community around them.
Atang saw not just a problem — he saw an opportunity.
The Product
Morumotsho produces green artisanal charcoal — crafted from the very invasive black and silver wattle trees that were damaging the land. By clearing these species and converting them into export quality, FSC certified charcoal and biomass briquettes, Atang turned an environmental threat into a sustainable product.
Every bag of Morumotsho charcoal represents cleared land, restored water sources, healthier soil and a community earning a living from what used to be a problem.
This is what circular economy looks like in practice.
The Impact
Morumotsho is not just a business. It is a force for positive change in one of South Africa's most rural communities.
To date the business has produced just under 25,583 tonnes of charcoal — a remarkable milestone that has simultaneously helped rehabilitate previously invaded land and preserve approximately 840,000 litres of water per annum.
Atang employs over a dozen local workers from the Matatiele community, restores grazing land for local livestock owners and supplies his charcoal to local retailers, petrol stations and informal markets.
His work has earned him recognition on a global stage — including an invitation to the prestigious AfriCAN EARTHizen's Honoree Awards — celebrating eco-conscious entrepreneurs making a real difference in tackling climate change.
The Challenge
Atang is refreshingly honest about the biggest obstacle facing his business.
"The biggest challenge is transportation — hiring a tractor from site to storage and hiring a truck or bakkie to the end user."
In a rural area like Matatiele, logistics are not just an inconvenience — they are a genuine barrier to growth. Yet Atang keeps moving forward, finding solutions one delivery at a time.
The Vision
Morumotsho's plans are as ambitious as its impact. Over the next few years the business aims to diversify its revenue streams, access new biomass value chains, invest in advanced kilns for charcoal production and expand into international markets.
The mission is simple but powerful — to build a thriving charcoal production business with products spanning South Africa and beyond, while maximising the utilisation of rare and valuable resources and positioning Morumotsho as a leader in sustainable charcoal production.
Why Morumotsho Belongs on PANAR
Morumotsho is exactly what PANAR was built to celebrate — a Black entrepreneur from a rural community who looked at a problem and built a solution. A business that creates jobs, restores the environment and produces a product the market actually needs.
When you buy Morumotsho charcoal on PANAR you are not just buying a braai product. You are supporting land restoration in the Eastern Cape. You are supporting rural employment in Matatiele. You are supporting a young African man who is quietly changing his corner of the world.
Shop Morumotsho Charcoal
Available now on PANAR at panar.co.za
Moving Africa and Africans forward, one product at a time.
0 comments