355pp., illus., paperback, Moa Publishing, Cape Town, 2026

ISBN: 9781049292014

Memoir of Andrew Smith, one of the cofounders of Yuppiechef. His memoir is based on the journal entries he wrote almost every day as the business grew. The entries record the uncertainty, the pressure, the perseverance, the self-doubt, the good fortune, and the big and small decisions that changed everything as Yuppiechef launched as an online kitchen-tool store in 2006, and went on to grow into an omnichannel retail pioneer with nationwide physical retail storefronts. Yuppiechef was acquired by the Mr Price Group in 2021, and Smith and co-founder Shane Dryden exited in 2022.

Andrew Smith lives in Cape Town. He is Executive Director of Moa Holdings, which he co-founded with Shane Dryden in 2023. They also co-founded Brave Hardy, a company specialising in retail and distribution of top-quality outdoor gear.

HANDWRITTEN, the founding story of Yuppiechef

: Smith (A.)

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