Judy Isaacman shares how a simple idea turned into a global brand serving millions of coffee lovers
Image: Supplied.
What began as a practical solution to a messy problem has grown into a globally recognised South African success story, with Caffenu now serving millions of customers in more than 50 countries.
For co founder Judy Isaacman, the journey started not with a grand business plan, but with a challenge faced in their first venture.
Together with her husband Rowan, the pair launched Coffee Capsules Direct in 2013, renting out Nespresso compatible machines to businesses.
However, it was what came back with those machines that sparked an entirely new idea.
“When the machines were returned to us, we discovered an immense amount of coffee oil residue, dirt, and even mould inside the coffee machines. The only way to properly clean those parts was to open the machines up, which risked cancelling the warranty,” Isaacman said.
With Rowan’s engineering background, the solution soon took shape.
“He was convinced there had to be an easier way to clean the machines without taking them apart,” she said.
The result was the world’s first cleaning capsule for Nespresso compatible machines, a simple yet effective product that works like a coffee pod but cleans the internal brewing chamber instead.
“At the time, we created it simply to clean the machines we were renting out,” Isaacman told Business Report.
“But then we realised, if we want to clean our machines, surely millions of other coffee lovers around the world would want to clean theirs too.”
That realisation laid the foundation for Caffenu.
As coffee culture continues to grow both locally and globally, Caffenu has positioned itself at the intersection of convenience and quality.
“The two really go hand in hand. As more people invest in home coffee machines, they naturally become more interested in the coffee experience,” Isaacman said.
Yet despite this growth, she noted that awareness around maintenance remains low. “Many consumers still don’t realise the importance of cleaning, and that cleaning and descaling are two different things.”
This gap has created a unique opportunity.
“Once people experience the difference a clean machine makes to the taste of their coffee, it becomes much easier to make coffee care part of their routine,” she said.
Today, the company offers more than 40 products, from cleaning capsules to descalers, all designed to extend machine lifespan and improve coffee quality.
“Turning the idea into a viable product was much more complex than developing the cleaning capsule itself. Building a global product from South Africa came with a lot of challenges,” Isaacman added.
Among the biggest hurdles were international regulations, distribution networks, and consumer education.
“At the time most consumers didn’t even realise they needed to clean their machines, so a big part of our work was education,” Isaacman said.
Despite these obstacles, the business steadily expanded through international distributors, trade shows, and eventually a strategic shift towards owning its global presence.
A key turning point came with online marketplaces. “Our business would not be where it is today without selling globally on Amazon,” she said.
“Around 60 percent of our revenue today comes through our Amazon channels.”
Taking control of their online presence allowed the brand to present a consistent identity and fully showcase its growing product range.
Isaacman believes one of the most important lessons for entrepreneurs is understanding the difference between product development and building a sustainable business.
“Creating the product is only the beginning,” she said.
“Once you start taking it to market, especially internationally, you encounter many challenges you could never have fully planned for.”
Adaptability and strong partnerships have been critical to navigating this complexity.
“From logistics partners to suppliers, we have always focused on working with people who are willing to solve problems alongside us.”
She emphasised the importance of patience and resilience.
“In the early days we were lucky if we had one phone call a week,” she recalled.
“There were times when making payroll felt almost impossible.”
“Building a company is not just about products and sales. It is about people,” she said.
“Watching our team develop and thrive has been incredibly fulfilling.”
Looking ahead, she sees continued opportunity in both innovation and education.
“There will always be a need for solutions that help people maintain their machines properly,” she said.
For South African entrepreneurs aiming to compete globally, her advice is clear. “Do your research, take the opportunities available to you and keep moving forward,” she says. “And most importantly, believe in what you are building.”
Follow Business Report on Facebook, X and on LinkedIn for the latest Business and tech news.