Some business ideas start in boardrooms… Joseph’s began with a long walk, a caring family and a dream on three wheels.
Johannesburg, South Africa (25 October 2025) – Every now and then, you meet someone whose spirit makes you stop, smile and genuinely feel hopeful about humanity. Joseph is one of those people.
If you’ve driven past the local driving range in Magaliessig, you may already know him, the guy with the biggest grin, a chef’s jacket, a mobile grill on a three-wheeled bike and a friendly thumbs-up for anyone who passes by. That’s Joseph… the man behind BoerieBike and one of Joburg’s most heart-warming success stories.
This all started when Joseph was working at an Italian restaurant near Waterfall, walking from Diepsloot to work every single day. Yes, walking. Kilometres and kilometres, just to earn an honest living.
Claire, an avid Good Things Guy reader, shared this unbelievable story with us.
“Joseph was walking from Diepsloot to Waterfall every day! I told my husband about it and he immediately said, no, this is absolutely crazy. We need to come up with a business idea and help him.”
So they did far more than just help.
Claire’s husband designed a bike. But not just any bike… a fully branded, custom-built boerie stand on wheels. A dream starter. A future creator. A business on the move. And just like that, Joseph became a business owner.
Joseph’s life hasn’t been easy. Despite a family history filled with world travel, success, and opportunity, those opportunities were not given to him. While some of his step-siblings went to top schools and now hold major positions abroad, Joseph was steered into hospitality because of limited access to education.
That never stopped him.
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He worked in kitchens. He learnt. He perfected his craft. And today, he serves some of the most loved boerie rolls in Joburg.
“Joseph has worked in restaurants his whole life and makes the most incredible food, he even makes all the pizzas at our house when we have friends over and everyone adores him. He has done lots of parties and events at people’s houses over the last year with his BoerieBike, and all we’ve ever heard are people singing his praises.”
His kindness has only come back to him multiplied. Customers drop off Easter eggs. Someone gifted him running shoes. Others bring him books, and yes, he’s reading Rich Dad, Poor Dad. Because Joseph isn’t just building a business… he’s building a life he knows he deserves. He waves at his regulars. He remembers who likes onions and who doesn’t. He chats, he laughs, he hustles, he dreams. He shows up, every day. And that’s why his business has grown in just one year from an idea on a page to a thriving roadside favourite.
“Joseph is the kindest, most humble, smiley guy you will ever meet.”
His story reminds us that some people just need one person to believe in them. And then they soar. And right now, Joseph is soaring with a smile, a chef’s jacket and a BoerieBike.
If you’re ever in the area, pop in, say hello, and treat yourself to a boerie roll made by someone who pours love into everything he does. You’ll find Joseph just outside the driving range (Local Kitchen side) in Magaliessig.
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