Jessica Boonstra is the founder and CEO of Yebo Fresh, an award-winning commerce platform focusing on South Africa’s townships. She was born in the Netherlands, is an engineer by background, and spent the better part of her career in logistics (at Shell) and retail (at Albert Heijn supermarkets) in the Netherlands before moving to Cape Town with her family in 2015.
Yebo Fresh began as a ‘passion project’ in her garage in Hout Bay in 2019 and rapidly expanded to become the leading e-commerce solution for fast-moving consumer goods in the informal segment. In 2024, Yebo Fresh was acquired by Smollan, marking a significant milestone in its growth journey. Today, the company has a team of 220 people servicing over 72 000 township outlets and 160 midi wholesalers across six provinces.
Jessica is married to Rene and is the mother of three children, who all share her love for their new home country, South Africa.
Converge Africa is a part of a series of retail events unlike any other. It's the new unifying brand for the digital commerce value chain. Formerly ECOM Africa.
Converge Africa Conference & Expo
For enquiries contact:
T: +27 21 700 3500
T: +27 21 700 3579
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