Agricultural achievers are preparing for a night in the spotlight as the South African Agricultural Awards (SAAA) return to the Sandton Convention Centre in Johannesburg on Friday, 16 October. With a red carpet and the “Royal Elegance” theme, it promises to celebrate the people, businesses and organisations making a meaningful contribution to the agricultural sector.
Backed by AgriSETA, the awards recognise excellence, innovation, leadership and skills development across the agricultural value chain, from commercial producers and smallholder farmers to farm workers, chefs and agribusinesses.
A highlight of the evening will be the awarding of a brand-new tractor, adding another exciting moment to a celebration that puts agricultural achievement firmly in the spotlight.
Behind the occasion is a steering committee working to ensure that the South African Agricultural Awards represent more than a glittering evening of trophies and recognition. For Ms Kubenokuthula Ndlovu, Ms Nosipho Hela, Ms Sharlotte Serovha and Dr Bertha Letsoalo, the platform is an opportunity to celebrate achievement while advancing a stronger, more inclusive and competitive agricultural sector.
Leadership with a bigger vision
As chairperson of the SAAA steering committee and chief risk officer at AgriSETA, Ms Kubenokuthula Ndlovu brings extensive experience in enterprise risk management, ethics, governance and organisational resilience. Her role at AgriSETA centres on strengthening risk governance, promoting accountability and embedding risk intelligence into strategic planning and decision-making.
With an academic background in commerce, accounting and risk management, complemented by postgraduate studies and professional certification in business continuity management, Ndlovu brings a strategic perspective to leadership and institutional resilience.
For the past two years, she has led the SAAA steering committee at AgriSETA, helping position the awards as a credible platform for recognising excellence and transformative contributions across South African agriculture.
Her vision extends beyond celebrating individual achievements to recognising the innovation, entrepreneurship, research, skills development and sustainable practices needed to move the sector forward.
For Ndlovu, the awards should serve as a catalyst for agricultural transformation, inspiring collaboration and opening opportunities for those helping shape the future of the industry. Her leadership reflects the belief that recognising achievement is an important step towards building a more inclusive, resilient and sustainable agricultural economy.
Turning strategy into sector-wide impact
Ms Nosipho Hela, manager of the office of the CEO at AgriSETA and a member of the SAAA steering committee, plays a key role in supporting executive leadership and translating strategic priorities into action.
Her responsibilities include strategic performance monitoring, stakeholder engagement and coordinating institutional initiatives that advance AgriSETA’s mandate and its contribution to agricultural skills development.
With a strong academic foundation and a commitment to continued professional development, Hela’s work highlights the importance of aligning leadership, partnerships and organisational priorities with the evolving needs of South African agriculture.
Through her involvement in the steering sommittee, Hela contributes to advancing the awards as a platform for recognising the people and organisations making a difference across the agricultural value chain. This includes showcasing skills development, innovation and entrepreneurship while encouraging greater collaboration among industry stakeholders.
The broader ambition is to ensure that recognition translates into inspiration and opportunity, particularly in rural economies where agricultural skills and enterprise development can play a significant role in creating livelihoods.
By helping elevate agricultural success stories, Hela supports a vision of a future-ready sector in which skills development remains central to inclusive economic growth.
Investing in people and sustainable growth
For Ms Sharlotte Serovha, a finance professional and SAAA steering committee member, sound financial management, education and skills development are important building blocks for a stronger agricultural sector.
She holds an MBA from Henley Business School at the University of Reading, a BCom Honours in Financial Management and a BCom in Financial Management from UNISA, as well as a National Diploma in Management from the University of Johannesburg. Her academic achievements and experience in the SETA sector provide a foundation for her work in financial management, organisational performance and public sector financial governance.
As a young professional, Serovha brings a financial perspective to questions of accountability, compliance and the effective use of resources. She is also passionate about leadership and community empowerment, particularly the need to expand opportunities in rural and underserved communities.
Her contribution to the SAAA steering committee reflects a commitment to recognising the people and organisations advancing skills development, entrepreneurship and sustainable agricultural practices. She believes that investment in education and skills is fundamental to empowering individuals and building a skilled, inclusive and globally competitive sector.
Through the awards, Serovha supports the celebration of achievement while encouraging greater investment and collaboration to ensure that agricultural progress creates opportunities across the value chain.
Strengthening skills development and organisational excellence
Dr Bertha Letsoalo, affectionately known as Dr B, is the executive manager of corporate services at AgriSETA, bringing more than 20 years of experience in corporate services across the public sector and local government. Her work is driven by a strong commitment to skills development, organisational efficiency and creating workplaces where collaboration, continuous learning and high performance can thrive.
Before joining AgriSETA, she served as chief director of provincial human resource strategy and research at the Limpopo Office of the Premier. In that role, she was responsible for providing strategic direction on the implementation of human resource development strategy and policy across the provincial administration, including the private sector.
Her contribution to skills development extends beyond the workplace. She has helped coordinate collaboration with institutions of higher learning and is committed to employee growth, sound corporate governance and compliance. She also serves as chairperson of the council at Capricorn TVET College and deputy chairperson of the AgriBEE Charter Council, reflecting her involvement in education, governance and transformation.
Dr Letsoalo holds a PhD in Human Resource Development from the University of Johannesburg, as well as a BA and Honours degree in Psychology from the University of Limpopo. She is currently registered to study towards an LLB at Regenesys.
Her experience highlights the importance of investing in people and strengthening the institutions responsible for developing the skills needed across South African agriculture. Through her involvement in the SAAA steering committee, this focus on skills development and organisational effectiveness aligns with the awards’ broader purpose of recognising achievement and encouraging continued progress across the sector.
A night to celebrate agricultural excellence
Together, the three committee members reflect different but complementary dimensions of the work required to strengthen South African agriculture: strategic leadership, institutional coordination and financial stewardship. Their involvement underscores the wider purpose of the South African Agricultural Awards: to recognise those making a difference today while inspiring the next generation of agricultural leaders.
On Friday evening, that purpose will take centre stage at the Sandton Convention Centre. The red carpet and arrivals begin at 17:00, with event MC Gabriel Temudzani helping set the tone for the occasion.
With the theme “Royal Elegance”, the awards promise a fitting celebration of a sector whose achievements deserve to be seen, shared and celebrated. And with a brand-new tractor among the prizes, there is another reason for guests to look forward to the evening’s announcements.
For those who have yet to secure their seats, tickets are available through Webtickets, as well as Boxer and Pick n Pay outlets.
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