Your online produce trading platform – Directly connecting Farmers and Buyers

A PMA Member

Who We Are

HelloChoice was founded by Amkela Investments, Brite Capital and iShack Ventures, to build a thriving trading community of Buyers and Sellers and address broader food security and socio-economic needs.

Vision & Purpose

Build and protect economic value

Build a thriving trading community of Grocers and Farmers

Fair and transparent trade

Increase economic prosperity through an efficient market that builds and protects value and removes unnecessary or hidden costs


Develop and support small and emerging Farmers by improving market access and reach


Promote a healthier society by making fresher produce more affordable and more easily available.

Core Values and Guiding Principles

Build and protect economic value

Build & protect economic value

Fair and transparent trade

Fair & transparent trade




Innovation & excellence


Good governance & sustainable business practices.


The HelloChoice shareholders are committed to a shared vision of ‘Transforming Food Supply Economics’ and have capitalised the business accordingly.

The business draws on their collective resources and expertise in the fields of strategy, agriculture, marketing, finance and systems for its long-term growth and success:

Executive Team

Grant Jacobs

Grant is an inspirational leader with more than 20 years business development and management experience across a range of sectors. He has held director and senior management positions at New Concept Mining, Sebata Holdings (formerly MicroMega Holdings) and the State IT Agency (SITA), and founded Amkela Investments in 2005.

Grant holds a B.Comm (University of KwaZulu-Natal) in Information Systems, Finance, Economics and Business Administration), and a Certificate In Management (Henley Institute).

Graeme Jarvie

Graeme is an entrepreneurial farmer with more than 20 years grain, dairy, potato farming experience. He now heads up the Jarvie Group’s farming activities, focussing specifically on agricultural technology trends and developments and how these can be leveraged and commercialised within the group and further afield.

Graeme qualified at the Cedara Agricultural College.