Cherry Armstrong is a South African nursing sister who has used her clinical training as a foundation for hope and healing in her country. She is a Director of a clinical research company and conducts clinical trials in Durban, South Africa. She also spends many hours running her non-profit organisation, Celebrate Life SA, which works to alleviate human and environmental suffering. Through Celebrate Life SA, the biggest focus point for her presently, is female empowerment through the Ubuntu Breadmaking Oven Project. This project trains previously disadvantaged women in rural communities to run their own bakeries as entrepreneurs, while contributing to local feeding schemes.
Cherry also walked away from the South African Chamber of Commerce UK Annual Business and Community Awards with an award for Serving Community in South Africa. The award aims to recognize an individual who has made a significant contribution to their community through their dedication and personal effort.
Please tell us a little more about yourself and your journey thus far.
I was born in Nairobi, Kenya and came to South Africa at the age of 3. I was schooled in Pietermaritzburg and trained as a nurse at Greys and then Addington. I have 3 children: Tammy (31), Michael (29) and Trent (22). I have owned my own Palliative Care business after training at Hospice, and I opened the first anti-stress clinic in Durban North in 1994 called Stresstique. I have spent 15 years involved in clinical trials, ranging from Oncology to Rheumatology, Neurology, TB and General Illness. My passion is people, nurturing and growing them. Africa beats in my soul.
Please tell us a little more about how your company came about.
The initial and founding Celebrate Life Project took place in 2005, with a goal to raise One Million Rand for Hospice, based in Durban, KwaZulu-Natal. The aim was to create an awareness of Hospice, educating the public about its role and dispelling myths associated with it. A group of 12 women climbed Mount Kilimanjaro, carrying out many fundraising projects over the course of a year to achieve this. A range of media platforms were utilised to raise the profile of Hospice and the work its dedicated staff do.
The second project in 2012 was to raise One Million Rand for The Tusk Trust (of which Prince William is the Royal Patron). The funds raised went towards saving our rhinos from poaching and death. In order to raise these funds, a group of women completed the Lewa Half Marathon in Kenya. This project garnered media interest and public support, as well as the backing of the KwaZulu-Natal Sharks – the provincial rugby team.
As Celebrate Life unfolded, it became apparent that the essence of enabling real change in these spheres, lies in the group’s ability to motivate and mobilise as many individuals as possible, to align their goals and to attract the attention of a global market.
The next project was in October 2014 when a team of ladies climbed Mount Meru in Tanzania (1 000m less than Kilimanjaro), raising R370 000 for a variety of projects that celebrated our heritage, including the Ubuntu Breadmaking Oven Project.
In September 2017, a group of seven ladies paddled across Lake Malawi, which took six and a half hours across 28km, in hard plastic kayaks, to emphasise women empowerment and raise R400 000 for women empowerment in rural communities through the Ubuntu Breadmaking Oven Project.
In September 2019, a group of 8 ladies summited Mount Kenya, raising R600 000 for the Ubuntu Breadmaking Oven Project, changing individuals into entrepreneurs.
Should you be busy with any current initiatives, please tell us a little more about it.
In our continuous effort to make South Africa that little bit better, this year the Celebrate Life team will be tackling one of their most grueling challenges yet!
A 11-day paddle around the island of Mauritius for a total distance of 175kms, averaging 16kms of offshore paddling a day, in 26-degree weather.
The goal? To raise money for the Ubuntu Microbakery Project, so that more South African women in rural communities can benefit from a stable income and a chance at an industrious business.
Get involved today: celebratelifesa.org. Donate today, empower tomorrow, feed for a lifetime.
Ubuntu bread making ovens and microbakery
The Ubuntu oven and microbakery, made from a wood fire, complete with all utensils and premix, bakes 4 loaves of bread every 25 minutes. Bakers are mentored and guided for at least a year and taught all aspects of baking bread, muffins, rolls, snowballs and pizzas.
With millions of South Africans caught in the cycle of poverty, Celebrate Life is targeting the issue on a micro scale.
What if one woman could bake and sell 30 loaves of bread a day? Most families eat two loaves per day; this means she would only need 14 families as customers. What if she could make R5 per loaf of bread she sold per day? What kind of change would she and her family achieve if she was working from home generating a profit of approximately R5 000? With R35 000, (travel extra), a micro bakery can be installed and FOUR women – moms, sisters, wives, daughters – can be mentored and trained to create their own businesses. In turn, we can contribute to feeding schemes in South Africa. Full training and ongoing mentorship given.
What is it that you are passionate about?
Life, people, caring, placing energy where it is needed.
Who or What has been the biggest influence in your life and why?
Neil Armstrong – landing on the moon was the most incredible feat which makes you realise that everything is possible.
What is your personal “motto”?
”Just Breathe”.
What advice would you give a woman wanting to follow her dreams?
Get out there and make them happen, let nothing hold you back, put it out there and it will all come to you.
Who or what is your inspiration and why?
Africa: so diverse, so challenging, so humbling, so special.
What advice would you give your younger self?
Grasp every opportunity and run with it, opportunities never come around twice.
Your favourite daily affirmation (if you have one)?
Attitude with gratitude.
Your favourite quote:
“Give a man a fish; he will eat for a day. Teach him to fish; he will eat for a lifetime”.
Which book are you reading now (if any)?
The Sun Sister by by Lucinda Riley.
Which book can you read over and over again?
Eat Pray Love by Elizabeth Gilbert.
What are your top 3 business tips?
- Be passionate.
- Love what you do.
- Strive towards your goals with energy and love.
What would you say is your secret to success?
Passion in everything I do.
One piece of (general) advice that you’d like to share:
Only do what makes you happy in life, life is too short for unhappiness.
Is there anything that Xtraordinary Women can do to assist you on your journey?
Remember us if anyone has funding to place or BEE points to earn as our project is transparent, sustainable and empowers women in our country.
Contact Information:
Website: www.celebratelifesa.org
Facebook: www.facebook.com/CelebrateLifeSA
Twitter: @CelebrateLifeSA | @CherryArmstron1
LinkedIn: www.linkedin.com/in/cherry-armstrong-b2179b82
Instagram: @cherry.armstrong
