We caught up with the 2016 Santam Woman of the Future, Sarah Collins, founder of Wonderbag. Her groundbreaking non-electric slow cooker uses heat-retention technology to complete the cooking process – an innovation that earned Wonderbag global recognition, including a place on TIME magazine’s 2018 list of 50 Genius Companies.
What motivated you to pursue your entrepreneurial venture?
I founded Wonderbag in 2008 in response to South Africa’s growing energy crisis. Rolling blackouts were leaving families unable to cook their daily meals, and I was determined to find a solution that would allow people to continue preparing food, even when the power was out.
The inspiration came from childhood: watching my grandmother use a simple yet effective method to conserve energy while cooking. She’d take a pot off the stove and insulate it, allowing the food to carry on cooking without additional heat. One day, I tried it for myself: I brought a pot of food to the boil, switched off the stove and surrounded it with cushions. Hours later, the food was perfectly cooked.
From that moment on, I knew I had to bring this idea to life. I developed the Wonderbag – a non-electric, heat-retention cooker – and took it into communities to witness its impact first-hand. The response was overwhelming, especially from women, who immediately saw its potential to save time, reduce fuel use, and protect both their health and the environment.
Seeing the joy and relief on their faces, I realised this wasn’t just a clever invention – it was a movement. I believed then, as I do now, that something as simple as a bag could transform billions of lives. That belief continues to inspire everything I do.
How has your business evolved since winning the Woman of the Future title?
Wonderbag has grown in ways I could only have dreamed of. We’ve sold more than three million bags globally, with production facilities creating jobs in some of the world’s most vulnerable communities. Our business model has evolved to focus on carbon credits – each Wonderbag saves about one tonne of carbon a year. We convert that into credits that large companies like Sasol can purchase to offset their emissions.
We’ve also built powerful partnerships. Unilever supported a campaign that saw record-breaking sales, and Pfizer joined us in Ghana to promote healthcare through our WonderFeasts. During the COVID-19 pandemic, we produced masks and distributed resilience kits that included Wonderbags, food and hygiene supplies.
Our journey is about more than cooking; it’s about resilience, sustainability and dignity. We’ve grown from a small idea into a global force for change.
What have been some of the biggest highlights of your entrepreneurial journey?
The opportunity to share the Wonderbag story on global stages and engage with some of the world’s most influential leaders. Being invited to speak at the World Economic Forum in Davos was a pivotal moment. I had the privilege of collaborating with Paul Polman, then CEO of Unilever. Our partnership led to a significant increase in sales, demonstrating the power of aligning business with social impact. Another memorable experience was hosting a dinner at Davos for Nobel Laureate Muhammad Yunus and his team.
These engagements have elevated the profile of Wonderbag and opened doors to partnerships with organisations like Microsoft, Pfizer and the Jane Goodall Institute. Each collaboration has reinforced my belief in the power of simple solutions to drive meaningful change.
Through these experiences, I’ve learned that storytelling is a powerful tool. By sharing the journey of Wonderbag, we’ve inspired action, fostered collaborations and, most importantly, empowered communities around the world.
Any key lessons that you’d like to share with aspiring women entrepreneurs?
One of the most important lessons I’ve learnt is to trust your instincts. There were so many moments along my journey when the logical thing to do was to give up. But something inside me said ‘keep going’. That inner voice is powerful; as women, we need to listen to it more.
Resilience is everything. When you’re building something meaningful, especially as a woman in spaces that are often male-dominated, you will face setbacks. But each challenge has taught me something new, and every ‘no’ I’ve received has ultimately led me to a better ‘yes.’
I’ve also learnt that collaboration is key. We don’t have to do this alone — in fact, we shouldn’t. Some of my proudest moments have come from working with other visionary women and forming partnerships with people and organisations who believe in the mission.
Finally, I learnt to dream big. Wonderbag started with a pot of food and a pile of cushions – now it’s a global movement. If your idea has heart, solves a real problem and if you’re committed to it, it can grow beyond anything you imagined.
So be bold, be persistent and know that your voice and your vision matter.
What’s one thing you’ve learnt that you wish you’d known earlier?
One key lesson I learnt is to trust my gut when it comes to hiring decisions. In the past, I often held onto team members I knew weren’t the right fit because I didn’t want to let anyone down or admit I’d made a mistake. This hesitation led to a high turnover rate and created unnecessary stress. I’ve come to understand that making prompt, thoughtful decisions about team composition is crucial for the health and success of any venture.
Recognising the impact of these choices has been transformative. It’s taught me that addressing personnel issues head on, with compassion and clarity, not only strengthens the team but also aligns with the core values of integrity and responsibility that I strive to uphold in all aspects of my work.
What are some of the most significant challenges you’ve encountered as a female entrepreneur, and how did you navigate them?
Being underestimated — especially when entering male-dominated spaces. I’ve often walked into rooms where people assumed I was just the ‘face’ of Wonderbag, not the founder or the strategist behind its global growth. At times, it was frustrating, but it also became a powerful motivator.
I’ve learnt to let the impact of my work speak louder than the assumptions. Over time, the results began to shift those perceptions.
Another challenge has been juggling the emotional labour of leadership. As women, we’re often expected to have everything together, professionally and personally. That pressure nearly broke me at one point, leading to burnout. Navigating that meant learning to slow down, prioritising my mental health and being okay with not having all the answers all the time.
I’ve navigated these challenges by staying true to my purpose, relying on my instincts and refusing to let anyone else define what I’m capable of. If you know your why, you’ll always find your way.
How important are mentorship and networks for aspiring female leaders, and how have you benefitted from them?
Mentorship and networks have been essential in my journey, not just for growth, but for survival at times. As a female entrepreneur, especially in the early days of Wonderbag, I often felt like I was forging a path without a map. Having access to strong, values-driven mentors helped me stay grounded, and offered clarity during moments of doubt.
I’ve been fortunate to learn from people like Paul Polman, the former CEO of Unilever, who became a champion of Wonderbag early on. His belief in our mission opened doors, but more than that, he showed me how leadership rooted in compassion and sustainability can influence systems at scale.
Networks, too, have played a massive role. Speaking at places like the World Economic Forum and collaborating with organisations like the Skoll Foundation connected me to other changemakers who were facing similar challenges. Those spaces reminded me that I wasn’t alone – that collective wisdom is a powerful force.
For aspiring female leaders, I’d say: seek out mentors who not only guide you but challenge you to think bigger. And build a network not just to climb higher, but to go further – together.
What changes would you like to see in the business world that would benefit female entrepreneurs?
If I had to start somewhere, it would be with access to capital, networks and decision-making spaces that have historically excluded women. Far too often, women entrepreneurs are expected to prove themselves 10 times over before they’re taken seriously. We’re building brilliant, impact-driven businesses, yet we receive a fraction of the funding. I’d love to see investors seek out and trust women-led ventures, not as a favour, but because we consistently deliver value, innovation and resilience.
I also believe the business world needs to redefine what leadership looks like. We must move away from this outdated model that values relentless hustle and perfectionism, and instead embrace more human, holistic ways of working – the kind that women often bring naturally. We lead with empathy, intuition and a deep sense of community. That should be celebrated, not overlooked.
Finally, I’d love to see more women at the table, more stories of women building meaningful businesses on their own terms. When we see what’s possible, we believe it’s possible for us too – because when women thrive, communities thrive.
What’s next for the business?
We’re at a very exciting point in our journey, with plans to expand across sub-Saharan Africa. Our goal is to inspire local entrepreneurs, create meaningful jobs and empower communities, all while addressing one of the most urgent challenges of our time: climate change.
We’re scaling by funding our expansion with high-quality, independently audited carbon credits. Each Wonderbag saves about one tonne of carbon emissions a year, and investors are increasingly recognising the measurable impact this creates. There’s strong interest from climate-conscious funders who want to support solutions that not only reduce emissions but also uplift communities.
We’re also preparing for expansion into India and Southeast Asia, where the need is equally great. Ultimately, our ambition is to reach as many of the three billion people who cook over open fires as we can.
This isn’t just an environmental crisis – it’s a human one. Open-fire cooking drives deforestation, wastes water and energy, and contributes to indoor air pollution, which leads to preventable illnesses and deaths each year. It also robs women and girls of time that could be spent in education, earning a living or simply living.
My aspiration is to see Wonderbag in every home that needs it – not just as a product, but as a symbol of resilience, hope and climate action. We have the solution. Now it’s time to take it to scale.
For more info, visit https://www.wonderbagworld.com/