Mxolisi Mhlongo, a 36-year-old entrepreneur from KwaZulu-Natal, has transformed his business, Euphrosyne, into a successful green enterprise. Mhlongo, a former journalist, had a tumultuous career, working at eNCA, Media24, Kwesé Sports, and Kaya FM, before deciding to leave the media industry. In 2018, he reached a turning point and decided to build something of his own. This led to the establishment of Euphrosyne, which focuses on converting invasive alien vegetation into charcoal.
Euphrosyne's operations involve clearing about 60 hectares of invasive vegetation each month, which is then converted into roughly 40 tons of charcoal. The company employs nine permanent workers and four temporary staff, and also works with smaller rural producers. Mhlongo's business model provides an alternative to cutting indigenous trees, while creating work around clearing, transport, and production. This approach not only supports rural jobs but also helps in clearing affected land in KwaZulu-Natal.
Mhlongo's journey to success was not without challenges. Initially, the company operated at Coastal Cashews farm in KwaNgwanase, but local political tensions forced the farm to close. Euphrosyne later lost a major client, the Ilangabi Cooperative, and faced further difficulties in KwaJobe, where local groups demanded a minimum daily wage that the start-up could not sustain. The July 2021 unrest also set the company back about four months, leaving it unable to pay employees.
By 2023, Mhlongo had reached his lowest point, with the company struggling to survive. He almost gave up and was ready to sell the entire enterprise to an investor for R500,000. However, with the help of a mentor, Rest Kanju, Mhlongo recognised the value of his company's environmental focus, rural impact, and business model. This led to a partnership with E&C Charcoal, which brought greater market stability to Euphrosyne.
The partnership with E&C Charcoal has enabled Euphrosyne to expand beyond its own production. The company now provides technical guidance, quality-control support, and access to buyers to smaller rural charcoal producers. This approach creates a true multiplier effect throughout the local economy, as Mhlongo noted. Euphrosyne's model has not only helped in creating jobs but also in supporting rural producers.
Mhlongo's success has earned him a spot as a finalist in the Emerging Business Entrepreneur of the Year category of the 2026 Business Partners Limited Entrepreneur of the Year Awards. The winners will be announced on October 22. Euphrosyne's innovative approach to converting invasive alien vegetation into charcoal has made it a notable player in the green enterprise sector.
Mhlongo's story serves as an inspiration to entrepreneurs facing challenges. His perseverance and innovative approach have enabled Euphrosyne to make a positive impact on the environment and rural communities. The company's growth and success demonstrate the potential for businesses to create jobs and support local economies while addressing environmental concerns.
Key points
- Mxolisi Mhlongo's company, Euphrosyne, clears 60 hectares of invasive vegetation monthly, converting it into 40 tons of charcoal.
- Euphrosyne employs nine permanent workers and four temporary staff, and works with smaller rural producers.
- Mhlongo is a finalist in the Emerging Business Entrepreneur of the Year category of the 2026 Business Partners Limited Entrepreneur of the Year Awards.
