Meet Dust-A-Side Coal's MD - Fortune Naledi

My childhood

I grew up in a township called Nkowa-nkowa which is found in Tzaneen, Limpopo Province. I’m the fourth born of five siblings. I grew up in a Christian family background. My siblings and I were raised by a single parent (my mom) whom at the time was working as an insurance broker. Things were not always easy but with God on our side we pulled through. Her entrepreneurial skills and love for God has made her a phenomenal woman whom I look up to still today.

Having experienced a difficult marriage life, in many instances a victim of domestic violence, she never stopped believing in her dreams. Each time she fell, she would get up and dust herself off for a new day and new challenges. She has always inspired us to believe in our dreams, to have self-confidence and to work hard in order to become what we want to be. She has also inspired me to be a great mother for my children and a caring wife for my husband.

Above all this, I must say that I had a happy childhood life. There’s an African proverb that says “It takes a village to raise a child." Indeed I was raised by the community we lived in. One beautiful memory that will never fade for me was when mom paid for a “trip to Durban” (school excursion) for me and my two friends. We were very excited; we roamed around the street singing a joyful song, dancing “Hiya Durban, Hiya Durban ayo!!!” This simply means that we are going to Durban. Now and then I still sing that song to myself.

Education

The key to success

I started school in a village called Runnymade. We then moved as a family to Nkowankowa where I went to Bombeleni Primary School. I attended grade 8 and 9 at St George College, I completed my matric in Johannesburg at Sir Isaac Newton.

I studied Business Management with Regent Business School, Executive Leadership with Oxford University, completed my COMSOC and SAMTRAC safety courses and furthermore I am also a candidate for the Institution of Directors of South Africa.

To this day I continue with studies; one of my future plans is to acquire a Master’s qualification in International Business Management.

People in my life

God. Family. Friends 

Tell us about your life

The most important people in my life are definitely my family. But the greatest influence in my life is my Lord and Saviour Jesus.

Where do you get your entrepreneurial skills from? 

I developed my entrepreneurial skills from my mother who sees no limits in life - they say the apple never falls far from the tree.

Your support system

My husband and children bring balance in my life by believing in me and supporting my ideas. 

Starting at Dust-A-Side

An international company with more than 40 years' experience in total dust management

As an entrepreneur, I have always been passionate about the mining industry and compliance thereof. Whilst working for Exxaro, I realized that there was a gap in the market for young black females who specialize in dust suppression services. At that moment I knew it was an opportunity that I had to pursue.

I joined Dust-A-Side in April 2019; this has been a great turning point for me as I always knew that Dust-A-Side is a leader in the dust suppression industry, so to be affiliated with the Dust-A-Side group of companies is a great achievement.

The exposure that I have since realised has been amazing and has made a positive contribution to my career. Some of my key responsibilities include business development, corporate social responsibility, stakeholder and affairs management as well as strategic business decisions.

Learning all there is to learn

In the beginning, I thought it was going to be an easy journey, but as I started working in the business I realized that there’s a lot more to it than the output that we see on the road.

For example, the IP, product security, methodology and the number of hours that we put in behind the scenes all goes into ensuring that we give our clients much deserved value additions. To do business in a safe manner while ensuring zero harm takes a high level of expertise and work.

Total dust management is not just about dust suppression on the haul roads. It brings about a lot of additional benefits, for example reduced water use, increased production, reduced maintenance cost, increased tyre life, reduced carbon emissions as well as cleaner air for surrounding communities and thus a reduction in risk of contracting dust related diseases. One loss of life over a dust related disease is too many because it can be controlled.

I take pride in understanding that we are not in the business for our personal gain. I am in a business that cares for the internal and external stakeholders like the communities where we operate in.

Life with Dust-A-Side today 

Currently I am a managing director as well as shareholder for Dust-A-Side Coal. In general, I oversee and manage the entire operation of the business. I am responsible for growing the business and building relationships with our current clients as well as new clients.

Most importantly, I am responsible for ensuring that we conduct business in the most ethical and safe way, upholding the top tier service that our clients have become accustomed to

Accomplishing change 

Well, there’s still a lot for us to do in the market, however I must say that I am very proud of the number of community development initiatives that we have done in some of the communities that we are operating in.

For example, we have joined forces with local community members in Belfast. One of these community members had what I would refer to as a paper company when we met. Presently, he is supplying us with equipment and generating a revenue of more than R400 000.00 a month. Additionally, he is supplying us with transport for our employees on a daily basis.

Dust-A-Side is also proud to have formed a partnership with an NPO through the #DONOTTHROWITAWAY campaign which will be rolled out across the Southern African borders.

Above all of this, I’m very proud of the bursary initiative (sponsorship) that we took upon as a company to assist predominantly young African women to follow their studies further.

Amongst all this, we also have a Back-to-School shoe drive under way and we have reached out to various communities in Mpumalanga and Limpopo.

What motivates you?

In my day-to-day business, I interact with many people from different backgrounds, cultures and races. This helps me to always see things from a different perspective. The well-being of our clients and the surrounding communities has also become part of my everyday life because I don’t see dust suppression as a compliance issue but innovation that keeps people from contracting dust related diseases.

I must say that being part of a company with a global footprint is one of the best things that can ever happen to a young African entrepreneur like myself, so that on its own motivates me daily to do what I do and grow within the business. I believe that every individual, when given a fair chance in life, the sky becomes the limit for them. One of my favorite quotes is by Malcolm X and it says: “When I is replaced by We, illness becomes wellness!”

Moving towards the future 

From where I am sitting today, I can say that the future plans look good for our business; we have spent a significant number of hours in the boardroom building strategies that we believe will be well received by our clients as well as Small Medium Enterprises (SMEs) that are picking up as we rise. It is also my responsibility to ensure that we build Dust-A-Side Coal to become a sustainable and value adding company for our stakeholders.

The sustainability of Dust-A-Side Coal will not only be for the shareholders, but it will be a company that will form part of the vision of the nation which is to create local companies to help eradicate poverty, showcasing that women in leadership are equal. One of my goals is to make Dust-A-Side the brand that will be known for supporting, mentoring and educating young African women by giving the required support to make it possible.

Lastly, Dust-A-Side will become a brand that is well known for the quality services that we offer our clients, social responsibility and empowerment of local small up-and-coming businesses.