For Lerato Ndhlovu, food has always been about far more than what ends up on the plate.
Guided by the women who raised her, her grandmother, mother, and aunt, she discovered that the simplest meals often create the most meaningful memories.
Today, Lerato has transformed those childhood lessons into a thriving digital platform that celebrates affordable, family-friendly cooking and authentic storytelling.
That authenticity has earned the trust of thousands of South Africans and partnerships with some of the country’s biggest brands, including Woolworths, Bosch, Eskort, Omo, and Nova Medica Aesthetic.
In this TJR 100 Creators feature, she reflects on the family traditions that shaped her, the discipline behind creating content that people genuinely value, and why staying true to herself remains the recipe for her success.
Your love for food started at home, learning from your grandmother, mother, and aunt. What are some of the lessons they taught you that still influence the way you cook today?
My mom and grandmother taught me that cooking is more than just preparing food; it’s a form of therapy and a beautiful experience.
They encouraged me to never limit myself in the kitchen or be afraid to explore new recipes, ingredients, and techniques. Their lessons taught me that some of the best meals come from creativity and having the courage to try something new.
Food content is one of the most competitive categories online. What do you think has helped you build such a loyal and engaged community?
I think staying authentic has been the biggest reason. I share recipes that I genuinely cook for my family, affordable meals that people can recreate, and simple cooking hacks that make life easier.
I don’t try to be perfect; I just show up as myself. Consistency has also played a huge role.
Over time, people have grown to trust me because they know they’ll always get honest, relatable content that adds value to their everyday lives.
Many people see the finished meal on social media, but not the planning behind it. What goes into creating a recipe that is appealing to your audience?
Creating a recipe starts long before I step into the kitchen. I think about what my audience is looking for—meals that are affordable, easy to make, family-friendly, and full of flavour. I also consider what’s in season, what’s trending, and what ingredients people already have at home.
Once I have an idea, I test the recipe to make sure it’s simple to follow and delivers great results. Then I plan how to present it visually so it’s appetising while still being realistic and achievable.
I always ask myself, “Would someone watching this feel confident enough to make it tonight?” If the answer is yes, then I know it’s ready to share.
For me, it’s about creating recipes that don’t just look good on social media but genuinely make cooking easier, more enjoyable, and accessible for everyday families.
As someone who champions affordable, family-friendly meals, what advice would you give South Africans trying to feed their families well during challenging economic times?
Compare food prices among different retail stores and make the most of what you have.
You don’t need expensive ingredients to prepare a nutritious, satisfying meal. Start with affordable staples, buy seasonal produce when possible, and don’t be afraid to get creative with leftovers to reduce food waste.
I also encourage families to cook more at home. Home-cooked meals are often more affordable, healthier, and bring people together around the table.
You’ve partnered with some of South Africa’s biggest brands. How do you decide which opportunities align with your values and the trust you’ve built with your audience?
For me, it’s never just about working with a big brand; it’s about whether the partnership feels like a natural fit. My audience has followed me because I share honest, affordable, family-friendly cooking, so I only say yes to brands and products that I genuinely use, believe in, or know would add value to their lives.
Before accepting any opportunity, I ask myself, “Would I recommend this even if I wasn’t being paid?” If the answer is no, I walk away. Trust takes years to build and only one wrong decision to lose.
What’s one lesson motherhood has taught you that has made you a better creator and entrepreneur?
Motherhood has taught me that consistency matters more than perfection. As a mom, I’ve learned to work with the time I have, adapt quickly, and keep showing up even when life is busy. That mindset has made me a better creator and entrepreneur because I’ve stopped chasing perfection and started focusing on creating content and building businesses that genuinely serve people.
It’s also taught me empathy. As a mother, I understand the daily challenge of feeding a family, managing a budget, and balancing a million responsibilities.
If you had to prepare one meal that perfectly tells the story of Lerato Joy, your childhood, your family, and your journey, what would be on the table?
It would definitely be a table filled with simple, hearty South African comfort food. There’d be soft pap, a rich homemade beef stew, chakalaka, spinach, homemade coleslaw. For dessert, probably homemade malva pudding with custard.
That meal tells my story because I grew up in a family where food was love.
When the camera is off and you’re not creating content, who is Lerato Joy?
When the camera is off, I’m simply a wife, a mom to two amazing boys, and someone who finds joy in the little things. I love spending time with my family, reading, hiking, and, of course, cooking—not because I have to create content, but because food has always been my love language.
I’m also someone who’s constantly learning and dreaming. Whether it’s building a business, creating new recipes, or finding ways to inspire families to gather around the table, I’m always thinking about how I can make a positive impact.
The Joburg Reporter 
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