His life story is as inspiring as the man himself.
At the age of 67 Parow businessman Sidwell Pharela is still hands on in the logistics company he started nearly 14 years ago with only two trucks.
Today the Brackenfell based company Siyabonwa Logistix meaning “We are seen”, boasts a fleet of 35 trucks operating across South Africa and neighbouring countries, the newest additions to their fleet being two flagship Mercedes-Benz trucks launched at an event a fortnight ago.
Rewind to 49 years ago when Sidwell moved to the Western Cape in search of better opportunities.
It was 1974 and he had left school not finishing matric, but with loads of enthusiasm and big dreams.
“My parents were farm workers in Mount Fletcher and opportunities were scarce,” he says.
“Growing up on a farm in the Eastern Cape was beautiful.
I have three brothers and three sisters. We had fresh milk to drink every day and fresh meat to braai,” he says.
New venture
As a young man he started work at a chicken farm in Malmesbury, and later worked at a construction company. Over weekends he drove taxi with his “beloved” Valiant, a car he speaks of with great nostalgia.
At the age of 24 he started work at a trucking company where he at first washed and loaded long haulers.
“I later became a driver but was taken off the road after an accident and started working in the office, where I worked for ten years learning about the business.”
After a stint at another logistics company, Sidwell who by then was married to Nopinkie started out on his own in 2010 working from his bakkie as a transport broker.
“My wife helped me and together we would park outside truck yards in Epping. We wrote down the names and telephone numbers on the doors of the trucks and contacted the companies for loads we had secured.”
Three months into the new venture they met and teamed up with Angelo Knoop, who is today the administration manager and Sidwell’s left hand at Siyabonwa. As fate would have it they secured office space at Master Cargo in Montegue Gardens, where owner Lionel van Rensburg bought 35 % shares of the company and signed surety for Sidwell’s first two trucks.
Charl Lehman, who played a vital empowerment role in the growth of the company later bought Lionel’s shares to become the current financial director at Siyabonwa. With the majority shareholding Sidwell sits in the seat of managing director. The rest, as they say is history.
Gratitude
“I stand grateful for the success I have achieved in my life and my motto is to keep busy,” he says. The importance he places on human relationships is evident, and perhaps the secret to his success.
“Uncle Sidwell” as he is called by his 70 employees, greets them with a loving side-hug and the respect between employer and employee is mutual.
“People are very important, and we are like a family here. They brought me to where I am today and I want every one of them to feel important every day,” he says.
His employees describe him as a humble man. “He is a people’s person who places much value on human relationships. We really are like a family here,” says employee Elverna Petersen from Kraaifontein.
Balancing his work life with a big family of five children and 10 grandchildren, is easily accomplished with the support of his family. “I just do it.”
Paying it forward
Borne from a love of community, Siyabonwa, six years ago came on board as sponsor when Tygerberg High School approached them for help with sports development.
With Charl taking the lead, the company eagerly jumped in and funded the school with a CrossFit gym to assist athletes with fitness.
“The school produced two Springbok players Eben Etzebeth and Marvin Orie. As rugby lovers we could relate to that and given the nation’s love of sport. We wanted to give the school a boost,” says Charl.
Siyabonwa sponsored both Etsebeth and Orie with a vehicle and supports other South African rugby players Travis Ismaiel, Juarno Augustus and Blitzbok Justin Geduld. They continue with sponsorships at the school that include the first rugby, and girls hockey teams as well as the renowned MTBS school athletics tournament.
“Five of the company’s trucks boast the faces of he five rugby players on the side to promote Springbok rugby where ever our trucks go. The project has been very successful and signifies our community involvement,” says Charl.
As for retirement, Sidwell says he has no prospect for. “I can’t sit still. If I retire I will only get sick.”
