40 Under 40: Nhlanhla Dlamini is Disrupting the Global Pet Food Industry from South Africa

Nhlanhla Dlamini is a trailblazer in every sense. He’s the founder and CEO of Maneli Pets, a South African company producing innovative pet treats from unique African proteins.

Dlamini is shaking up the $125 billion global pet food industry from his Johannesburg-based factory. Maneli Pets creates high-quality snacks from exotic meats like ostrich, venison, crocodile, and fish, catering to both domestic and international markets.

But his journey into this industry didn’t start with a love for animals or even pet food. It started with a simple yet profound question: “What’s the best thing I can do with my life?”

Taking the Leap from Corporate Comfort

It’s one thing to want a career change, but another entirely to leave a high-flying role at a global firm to start something as niche as exotic meat-based pet food. After completing his MBA at Harvard Business School, Dlamini had a bright corporate future ahead of him. 

He had climbed the corporate ladder at McKinsey, a job that promised financial security and a clear path to success. But something inside him was unsettled.

“I always felt this need to do more, to create jobs and make a tangible impact in South Africa,” Dlamini recalls. 

In 2015, he took the bold step of walking away from his corporate job to dive into the world of agriculture. It wasn’t an instant transition—Dlamini spent almost a year researching the food and agri-business sectors, with no clear idea of what he would eventually build. He explored everything from tree nuts to dairy before a casual conversation with a former classmate opened his eyes to the potential in pet food.

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The Birth of Maneli Pets

The lightbulb moment came when Dlamini realised the untapped opportunity in repurposing meat off-cuts from South Africa’s specialist butcheries. While crocodile and ostrich may seem exotic to most, these meats were readily available, high in protein, and—importantly—unique to the region. 

What if they could be used to create premium pet snacks for the global market? In 2016, Maneli Pets was born. Starting with 30 employees in a repurposed factory in Johannesburg, the company quickly gained traction. 

By mid-2017, Dlamini’s team had grown to 50, and his exotic protein pet treats, sold under the brand Roam, were making their way into the U.S. market, targeting discerning pet owners who wanted nothing but the best for their furry companions.

What Makes Maneli Stand Out?

In a crowded pet food market where U.S. consumers are bombarded with choices, Maneli Pets found its edge with its unique offering. Dlamini tapped into a growing demand for all-natural, high-protein treats by using meats that were rare and exotic but also sustainable. 

Crocodile, warthog, and ostrich cuts that might have otherwise gone to waste became the foundation of premium products that pet owners were eager to buy.

“Pet owners in the U.S. are looking for something different,” Dlamini explains. “They want high-quality, protein-rich snacks for their pets, and they’re willing to pay for that level of care. We’re offering them something they can’t find anywhere else.”

But for Dlamini, this was only the beginning. He wasn’t just content with cracking the U.S. market; his sights were set on taking Maneli Pets to Europe and expanding within South Africa. The company now supplies customers across Europe as it’s poised to cement its footprint globally.

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Scaling Impact Beyond Pet Food

Dlamini’s entrepreneurial spirit doesn’t end with pet food. Maneli Pets is just one part of the Maneli Group, a diversified food company that’s exploring ventures in green energy and broader agro-processing. Dlamini’s ambition extends beyond building a profitable company—he wants to boost black entrepreneurship in South Africa and inspire others to follow in his footsteps.

Through tireless effort, Dlamini secured R26 million in funding from the Industrial Development Corporation (IDC) and a R12.5 million grant from the Department of Trade and Industry’s Black Industrialists Scheme (BIS). These funds have been instrumental in helping him scale Maneli Pets and build a business that doesn’t just create products but drives economic growth and job creation.

Lessons from the Entrepreneurial Trenches

Dlamini credits much of his entrepreneurial stamina to the network he built during his time at Wits Business School and Harvard. His connections with classmates have opened doors he never expected, from finding his U.S. distribution partner to gaining insights into navigating complex industries.

But beyond networking, Dlamini believes that three things have been critical to his success: a clear vision, unwavering tenacity, and a touch of luck. “You have to believe in what you’re doing, even when the road gets tough,” he says. “And sometimes, you just need to be in the right place at the right time.”