Khayelitsha cookies: empowering women one bite at a time

Learning outcomes The learning outcomes are as follows: Case overview/synopsis The Managing Director of Khayelitsha Cookies (KC), Adri Williams, wondered in February 2024 if she had made significant strides to empower the women in her employment in the Khayelitsha neighbourhood and its surrounding towns in Cape Town. The company faced the dilemma of focusing on people and planet over profits. Although automating the production systems of KC would improve profit margins and enhance efficiencies in the way the women work, Williams had kept KC hand-baked, thereby employing more than 90 women who each supported between three and five dependents. Since day one, Williams decided to lead with purpose so that the well-being of several marginalised women became her life’s commitment. The hand-baked cookies delivered a personal touch and innovativeness arising from customer feedback. However, output through hand-baked cookies is minimal compared to automated systems. By 2024, the company had returned to good financial health, having paid the debt of R 2.5m that it had accumulated. This achievement has allowed the company to look into the future with hope and excitement. Yet, with pressure mounting from new retail partners to replace its hand-baking method with automation for their orders, Williams wanted to explore automation in the hopes that it would improve profits to fund initiatives for the women and improve the working conditions on the factory floor. Would Williams be deviating from her long-held belief of favouring purposeful impact over profit? Had she changed her ethos, the company would have made profits and become more sustainable long ago. Why now, would this be a good decision? Complexity academic level Postgraduate studies (MBA, Executive Education, Honours, Postgraduate Diploma) Subject code CSS 8: Marketing.