Wild Tribe is the latest venture from David Libesman, already known in the kosher marketplace for Joburg Meats, a line of South African–style dried meat snacks. Together with his son Ryan and their partner in South Africa, the team is now bringing a new line of bastings and sauces to the United States. Produced in South Africa under OU Kosher certification, Wild Tribe draws on authentic regional flavor traditions—from Portuguese chili marinades to African-style BBQ bastings—and is preparing for its U.S. launch this fall. OU Kosher spoke with David and Ryan about the origins of the brand, what sets it apart, and where they see it heading.

The Team Behind Wild Tribe

OU Kosher: David, can you start by introducing yourself and your role in the company?

David Libesman: Sure. My name is David Libesman, and I’m one of the founders. There are three of us—myself, Yosef Baumgarten, and our South African partner Michael. My son Ryan runs the day-to-day as General Manager of Wild Tribe. I’m not in the trenches every day, but I’ve been the one pushing the ideas behind why we’re doing this and why we think these products belong in the U.S. market.

OU Kosher: What’s the story behind Wild Tribe?

David Libesman: It really came out of the same motivation that led me to start Joburg Meats. Growing up in South Africa, I was used to really strong, flavorful kosher meat products and sauces that just didn’t exist here. South Africa sits at a spice crossroads—you get flavors coming in from the West Indies, Portugal, India. When I came across a plant in South Africa producing these incredible sauces, I knew I wanted to bring them here. But to do that, we had to completely turn the facility over to OU standards. That was a year-long process—but it means that we now have the first OU-certified sauce plant in South Africa.

What Makes Wild Tribe Unique

OU Kosher: How do these products stand out in such a crowded sauce market?

David Libesman: Two things. First, the bastings. They don’t really exist in this market. A basting is thicker than a marinade—it sits on the meat as it cooks, seeps in as the pores open up, and gives you a flavor that’s part of the food, not something that drips off into the grill. We’ve got one we call “Bry Me a River,” a South African-style BBQ basting for steak, and another Portuguese chili basting for chicken. Second, the condiments themselves aren’t your typical American BBQ or garlic sauces. They’re regionally authentic. Our Wild Chili, for example, is based on a variety of chili that only grows in Portugal. It’s about transporting those indigenous flavors without having to hop on a plane.

Ryan Libesman: And I’d add—the difference is in the texture and the flavor profile. A marinade is thin; it burns off. This clings, it penetrates, and it transforms the way the meat or vegetables taste.

Regional Roots and Storytelling

OU Kosher: You mentioned Portugal and South Africa. Are the regional stories part of the brand?

David Libesman: Yes, that’s a big part of it. The bottles themselves have cues from the regions, and each has a QR code that links to our website where we’ll be building out more of that story—what makes that region’s flavor unique, how it’s used there. We’re not just selling a sauce, we’re trying to give people the experience of those flavors.

OU Kosher: Where do you see Wild Tribe on the shelf?

David Libesman: We’re launching into the kosher outlets first—Gourmet Glatt, Seasons, Bingo—because we already have distribution there through Joburg Meats. At the same time, we’re talking to some of the big national retailers. The idea is to make it affordable and accessible. Each bottle is $5.99—not a $10 “boutique” sauce. It’s a high-quality, authentic product that also happens to be kosher.

The Role of OU Certification

OU Kosher: How important has the OU certification been in building this brand?

David Libesman: Extremely. From day one we wanted it under OU Kosher, because it’s the most recognized symbol, both in the kosher world and even outside of it. It signals quality. In fact, we’re carrying two certifications on these bottles—OU and the Beth Din of South Africa—because we believe it’s that important.

Marketing Approach

OU Kosher: What’s your plan for marketing?

Ryan Libesman: We’re starting with social media—Instagram, Facebook, TikTok—and working with influencers, especially in the kosher space. We’re also creating some mystique ahead of launch; even before the website goes live, people are asking where they can get the sauces. And we’re looking at food service as well—producing five-gallon versions for caterers and restaurants.

Future Product Development

OU Kosher: Looking ahead, are you already developing new products?

David Libesman: Absolutely. We’ve got an R&D facility in South Africa and are already experimenting with new blends. There’s demand in the U.S. for really hot sauces—habanero, jalapeño, things like that—but we won’t just put out another range of sauces. The goal is to come up with unique profiles that stand out.

Lessons for Food Entrepreneurs

OU Kosher: Last question—what advice would you give to other food entrepreneurs?

David Libesman: Listen to your customers. That’s the single most important thing. Too many entrepreneurs get stuck on their own idea and won’t let go. You’ve got to have conviction, but you also have to know when to adapt. When I started my first business, I thought I knew everything. I didn’t listen—to my father, to anyone—and I made mistakes. Now I know better. You’ve got two ears and one mouth for a reason.

Ryan Libesman: And I’ve learned from my dad’s mistakes—by actually listening to him.

David Libesman: He’s a good boy.