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Fullinatural is an independent family bakery, reviving the old ways of making bread.  Located in the heart of Moreleta Park in Pretoria East, the shop started around two-and-a-half years ago with one simple mission: to show Pretoria and South Africa that you can have a slice of bread and not feel ill, guilty, or both about it.

How did your business start?IMG_3112-compressed (1)

Our entire family was almost completely off bread, some because bread just didn’t taste like anything real anymore, and for others because of gluten intolerance and IBS. However, while on vacation at our uncle’s wheat farm in the Western Cape about seven-years-ago, Ben and Este Coetzer (a qualified engineer and a dietician respectively), decided to mill whole wheat kernels themselves to see what the bread would taste like. The difference was immediate and astounding! Bread had a fresh, wholesome taste again. And so an idea took hold that this was something we needed to share with our friends and neighbours up north, and five years later Fullinatural was born.

Why did you choose this area to set up shop?

We know the area and the people in the area quite well. We know they are health conscious and very aware of what they eat, and that’s exactly the market we wanted to target.

How did you find your premises?

Knowing the area quite well, we knew about this small shopping centre in the heart of Moreleta Park (Moreleta Lifestyle Centre), which made it a very simple choice for us.

Why are they ideally suited to your business?IMG_3122-compressed

The small shopping centre is literally surrounded by residential areas to all sides. People walk their dogs, joggers jog by and cyclists struggle up the hill in front of the centre. What’s better than having a community bakery, right in the heart of your community?

Who are your neighbours?

Our neighbours are other community based small businesses, including the Hang over Sports Bar, a brilliant local sports pub; Dwain’s Car Wash; Physio and Wellness; Body Balance Pilates (they also have kids dancing and karate classes); Bella Cheeza Deli (a wholesaler for restaurants and hotels), Wynand Opperman Accountants; Tandem Stationers; and Water Boy Quality H20.

What are the shop rental/sales prices like in this area?

Rental prices are extremely good, especially compared to larger shopping centres.

What is your shop footprint?

Daily we have about 50 people through our doors. We also have a lot of deliveries to other shops and distribution networks in Moreleta Park, Irene, Centurion and Villieria.

Do you have any expansion plans?

Yes we are busy partnering with a few new enterprising businesses to help supply a combination of the healthiest foods straight to your door.The Fullinatural team-compressed

Do you operate online as well?

We do have an online presence with a website and Facebook page, but currently we are not directly selling products over the internet, but it’s also part of the expansion plans for the future.

What’s your most popular item/service?

Our “plain” whole wheat sourdough bread.



079 133 1059


Words: Zena le Roux | Images: Supplied

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