From Gauteng to Global – Kabelo Majoro Wins 2025 Starbucks SA Barista Champion
Starbucks South Africa has officially announced its 2025 Barista Champion – Kabelo Majoro, better known as Jori, from Irene, Pretoria. This prestigious win sends him on an exciting journey to London, where he’ll compete in the Starbucks Europe, Middle East, and Africa (EMEA) Barista Championships and undergo an elite coffee training experience.
For Jori, who is currently a manager in training at Starbucks Irene, the victory marks both a personal and professional milestone.
“I am always trying to improve my knowledge, so this is a fantastic opportunity. I’m also looking forward to showing the EMEA region what we in South Africa are capable of,”.
he says
The Path to the Purple Apron
At Starbucks, each apron colour carries meaning – from the standard green, to the black worn by Coffee Masters, to the rare Purple apron reserved for baristas who have demonstrated exceptional mastery and dedication. In South Africa, only two Partners – Phuti Mmotla and Teddy Nzama – currently hold this honour. For Jori, winning the national title brings him a step closer to joining their ranks.
The Road to London
Jori’s journey began at the Starbucks Store Championships, where he triumphed over 83 other Partners from 72 stores across South Africa. He went on to win the Gauteng/Central Regional Championship before competing against regional champions from KZN and the Western Cape at the National Barista Championship in Cape Town – the last stage before the EMEA finals.
In London, Jori will start with several days of immersive training in Amsterdam, visiting Starbucks’ coffee roasting plant and learning directly from master roasters, quality experts, and sourcing teams. He’ll also meet senior leaders, connect with other champions, and, of course, take in some sightseeing before the high-stakes competition.
South Africa’s Winning Legacy
The EMEA Barista Championships draw at least 37 Partners from more than 3,200 stores across the region, with the ultimate goal of becoming a Starbucks EMEA Brand Ambassador. South Africa has an impressive record in the competition, having placed in the Top 3 more often than any other market, and winning the title twice – in 2019 and 2022.
Ishan Natalie, Coffee Excellence Lead at Rand Capital Coffee (the sole-licensee of Starbucks in sub-Saharan Africa), is confident Jori could make it a triple win for South Africa.
“He shows outstanding perseverance and lives the Starbucks values of Courage and Results,”.
Ishan says
Brewing Boldness
From his first pour in 2017 to standing on the brink of the global stage in 2025, Jori has poured passion, skill, and resilience into every cup. This is more than just a competition for him – it’s the fulfilment of years of dedication.
“I am definitely edging closer to that big win,”.
Jori says
And with South Africa’s track record and his own relentless drive, the world might just be calling his name.
