In 2018, Ntando Thusini from Pinetown, KwaZulu-Natal, started cultivating green peppers and cucumbers in a 300-square-metre hydroponic tunnel. Today, her farming efforts are spread across 14 hectares.
Thusini’s dedication and perseverance over the years have led to her recently landing a major contract with BDSA Airways Namibia. If that’s not enough, she is also launching her online fresh produce market soon.
She’s is not your typical farmer, though. This powerhouse’s life took an unexpected turn when the engineering company she worked for, closed down. She was encouraged to venture into hydroponic farming.
Starting small
“It all started in my own backyard with the help of my old colleagues; we built the first tunnel. It wasn’t much, but that little success sparked a passion for agriculture I never knew I had,” she remembers, with a hint of nostalgia.
In 2019 she levelled up to a 14-hectare farm in Zwelibomvu and registered her business under the name Elite Crop. However, simply selling green peppers and cucumbers to her various markets was not enough, so she ventured into agro-processing.
“We started canning vegetables but quickly realised the importance of meeting industry regulations,” Thusini explains.
This led her to a partnership that would prove pivotal. Giant Canning, a well-established company, came on board to ensure her products met all safety standards.
From this point on, it opened a world where she started outsourcing baked beans, chakalaka, and her very own juice brand and cooking oil.
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From local markets to international flights
Thusini’s dedication caught the eye of Paul Beltramo, the owner of Oxford Fresh Market. His unwavering support played a key role in her early success.
“Paul has been a true champion. He consistently bought our produce, even in the beginning,” Thusini says with gratitude.
However, Thusini’s ambition soared far beyond local markets. Her hard work and dedication culminated in a major contract with BDSA Airways Namibia by selling her Elite Juice to the company.
One of her biggest challenges is acquiring the fruit juice concentrate because no preservatives are used in the juice recipe, at times causing a major delay in production.
“They’ll be serving our juices on their flights. This venture marked a significant milestone – a journey from backyard beginnings to supplying an international airline,” she beams.
She readily acknowledges the challenges she faced, particularly securing funding for the initial venture and navigating the complexities of market access. However, she highlights the importance of mentorship and collaboration.
“Having experienced people guide me and the camaraderie of fellow farmers was invaluable,” she reflects.
This spirit of community is a core principle for Thusini. She is currently launching an online platform called Farm Central to connect farmers, providing them with a space to sell their produce and reach a wider market.
“We can overcome challenges by working together. If there’s a lack of market access, let’s create our own,” she emphasises.
Growth and empowerment
With her delicious juices available in stores like Oxford Fresh Market and Spar franchises, and her innovative online platform on the horizon, Elite Crop is flourishing.
She is setting her sights on expanding into the Eastern Cape, a region close to her heart, and eventually reaching international markets.
“Eastern Cape is a previously disadvantaged province with towns far from the city and hard to find commodities and general food supply,” she explains.
Thusini’s story is an inspiration to aspiring entrepreneurs everywhere. It showcases how resourcefulness, a willingness to learn, and a commitment to supporting others can turn a backyard experiment into a thriving business with a positive impact on the community.
Thusini’s key tips for accessing markets:
- Identify and prioritise your target markets.
- Be clear about how best you can serve that target market.
- Ensure your marketing stays fresh and continues to reach its intended audience.
- Build market intelligence through research and industry connections.
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