From Trees to Transformation: How Avo Vision Green Business Value Chain Empowered Vincent Moiketsi

In Liqalabeng village in Matatiele, Eastern Cape, 29-year-old Vincent Moiketsi is proving that even small actions can spark big change. Through the Avo Vision Green Business Value Chain (GBVC) programme, the clearing of invasive trees has evolved into a thriving sustainable business, showing how environmental challenges can become opportunities for innovation, income, and community development.

The Impact of Avo Vision’s Green Business Value Chain

Vincent’s journey began in 2023 when he joined Avo Vision’s Green Business Value Chain (GBVC) programme. The initiative trains local communities to tackle environmental threats like invasive wattle trees that deplete groundwater reserves and threaten farmland, while also creating economic opportunities. GBVC doesn’t just remove trees, it teaches participants to convert the cleared biomass into useful products such as charcoal, briquettes, and firewood, all while equipping them with critical business skills, from budgeting to market access and operations management.

Turning Environmental Challenges into Profitable, Eco-Friendly Innovation

“Being part of the GBVC programme opened my eyes,” Vincent reflects. “I learned how to turn an environmental problem into a profitable business, how to run my numbers and how to reach the right markets. That knowledge changed everything for me.”

Armed with this newfound expertise, Vincent launched Muntu Beauty, a charcoal soap brand he taught himself to make. The soap, crafted from charcoal derived from the cleared trees, became an instant talking point in the village. Its appeal wasn’t just in its quality but in the story behind it, sustainability, creativity, and self-belief distilled into a bar of soap.

Avo Vision Avo Vision, a South Africa B2B leader, specializes in Early Childhood, Business & Enterprise Development, Property Finance, Education, Life Skills & Socio-Economic Development solutions.

Innovation Meets Impact Through Fireon Market Place app

But Vincent didn’t stop there. He noticed that many small-scale producers struggled to reach customers beyond their immediate communities. To solve this, he developed Fireon Market Place, an app that connects verified charcoal producers with consumers and suppliers. The platform allows small businesses to grow their reach while giving buyers access to traceable, quality products, a digital bridge between local ingenuity and wider markets.

“What really motivates me is knowing that what I do can create jobs and opportunities for others in my community. It’s not just about business, it’s about making a real impact,” said Vincent.

Expanding Through Avo Vision and the Social Employment Fund

This year, Vincent plans to join the Social Employment Fund (SEF) phase 4 rollout through its partnership with Avo Vision. The national initiative, backed by the Industrial Development Corporation, helps create meaningful work in environmental care, food security, and community development, providing training and stipends to participants. For Vincent, it represents a chance to scale his business further and create employment opportunities for others in Liqalabeng village.

A Future Built on Sustainable Growth

Looking ahead, he dreams of seeing Muntu Beauty on store shelves across South Africa and eventually beyond. He’s refining his branding, expanding his online presence, and scaling Fireon Market Place to include more producers. Vincent’s story is a reminder that change often starts small. From clearing invasive trees to building a sustainable business grounded in eco-friendly innovation, he has turned an environmental challenge into a livelihood that uplifts an entire community. His journey proves that sometimes the greatest opportunities grow from the ground we choose to restore.