Nourish your body

For Esmerelda van Rooyen, founder of Fresh@Es, the journey started with her own health challenges. After years of experiencing digestive issues and finding only temporary relief through various treatments, she began exploring a more holistic approach to wellbeing. Research into nutrition, ingredients and natural foods soon became a passion. What started as making products for personal use gradually evolved into something much larger.

"The more I experimented and learned, the more I noticed positive changes in my health and lifestyle," she says. Wanting to share her experiences with others, Esmerelda began posting recipes and insights on social media. The response was immediate.

"People connected with the authenticity behind it," she says.

"I remember one lady asking if she could buy the products from me. That was the moment Fresh@Es started becoming something bigger than I had imagined." Today, the business remains rooted in the same philosophy that inspired it from the start: creating fresh, wholesome products while encouraging healthier lifestyle choices in a practical and sustainable way.

Fresh@Es began in Esmerelda's home kitchen, where products were prepared and bottled in small batches. "At the time I had already perfected the product because I'd been making and consuming it for years," she says. Family members soon became involved, helping with the operational, creative and financial aspects of the business.

The first products to be offered were ginger and turmeric wellness shots and homemade Greek yoghurt. "From the start I wanted the products to be as fresh and close to nature as possible, without unnecessary preservatives or added sugar," says Esmerelda. One feature that continues to distinguish the wellness shots is that the pulp is retained rather than removed during processing.

"The pulp is the real food," she says. "It contains valuable fibre and nutrients." Over time, the product range has expanded considerably. Today, Fresh@Es offers a selection of gingerbased wellness shots, including Ginger & Turmeric, Beet the Rush, Celery Zing, Carrot C-Vital and Aloe Detox. Other products include non-dairy and yoghurt smoothies, Greek yoghurt, cream cheese, bone broth, flavoured sauerkraut and a range of no-bake cheesecakes.

Despite its growth, Fresh@Es continues to operate on a made-to-order basis. Customers place orders through WhatsApp and social media platforms, with products prepared fresh each week for collection or delivery in Windhoek.

"This system allows us to maintain freshness and avoid mass production, which remains a very important part of the Fresh@Es philosophy," says Esmerelda. Looking ahead, she hopes to expand the business while maintaining its homemade character and commitment to quality. "I would love to expand the product range even further and eventually see Fresh@Es products available in selected shops or wellness spaces across the country, but without compromising on quality."

She also hopes to continue encouraging conversations around nutrition and wellbeing. "Healthy living should not feel intimidating or exclusive," she says. "It should feel approachable, enjoyable and sustainable." Esmerelda believes consumers are becoming increasingly interested in understanding where their food comes from and how it is produced.

"There is a growing appreciation for fresh, minimally processed food and for knowing what ingredients are being used," she says. "People are becoming more intentional about what they consume. Wellness is no longer just about dieting; it's becoming more holistic and focused on balance, prevention and sustainability." Ultimately, she hopes Fresh@Es will become a trusted Namibian brand associated with freshness, honesty and genuine care. Product range Fresh@Es offers a range of wellness shots, including Ginger & Turmeric, Beet the Rush, Celery Zing, Carrot C-Vital and Aloe Detox. The business also produces Greek yoghurt, cream cheese, smoothies, bone broth, sauerkraut and a variety of no-bake cheesecakes.

F: Fresh@Es; E: [email protected]; C: +264 81 255 4930