For farmers and new-entrant food producers, producing a quality product is only the first step towards accessing formal markets. Getting onto retail shelves requires an understanding of buyers’ requirements, consistent supply, appropriate packaging, pricing, compliance, and, importantly, strong relationships.
These considerations were highlighted during a panel discussion on retail procurement and market access at the Future of Food Conference, where representatives from agricultural finance, the wine industry, fresh produce and retail shared practical advice for farmers looking to supply formal markets.
Understand what the market needs
Litha Kutta, head of partnership development and ecosystem coordination at Land Bank, said farmers often struggle to access finance because they must meet several requirements before they can become investment-ready. The same applies to market access.
“Part of that scope of work includes helping farmers to access markets. When I say markets, I’m talking about a real formal market with the retailers, food manufacturers,” Kutta said.
She said farmers need support to understand market specifications and make the necessary adjustments before approaching buyers.
“It’s not a question of selling. It’s understanding what is needed and being able to readjust your speech to talk to what we hear,” she said.
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For farmers, this means approaching a retailer or food manufacturer with questions rather than simply presenting a product. Producers should understand the buyer’s specifications, volumes, quality requirements, packaging, pricing expectations and supply arrangements before committing to production.
Build relationships with buyers
Kutta said a lack of networks between farmers and buyers remains a barrier to market access.
She recalled a case involving an emerging malt drink producer who connected with her at an industry engagement. When a buyer was looking for a replacement product, the producer’s product was considered for the opportunity.
The producer initially wanted to establish a factory to meet the required volumes, but an alternative solution was found through toll manufacturing.
“This is that level of information,” Kutta said, highlighting how access to the right networks can expose farmers and emerging businesses to solutions they may not know exist.
Farmers therefore need to use industry events, producer organisations, market engagements and other networking opportunities to establish relationships with potential buyers and understand what opportunities are available.
Know your consumer
Karin Kleinbooi, executive manager for inclusion and development at South Africa Wine, said having a good product is not enough. Producers must understand their customers and what they are prepared to buy.
“It’s quite important for our wine enterprises to really understand who the consumers are and what they prefer,” she said.
Kleinbooi added that consumers increasingly expect quality at an appropriate price point.
For farmers entering retail, this means thinking beyond production. A product should have a clear target market, competitive pricing and quality that matches consumer expectations.
She also cautioned against relying solely on a compelling brand story. “It’s not just about having a good story. Your story won’t connect with the consumer, but increasingly the quality of your wines and that story together is really what makes your brand.”
Visit the market and understand pricing
For fresh produce farmers, understanding how the market operates is equally important.
Cedric Nephawe, divisional manager for programme management at Joburg Market, said producers often lack information about pricing, commissions, quality and packaging.
He encouraged farmers to physically visit the market and observe what happens to their produce.
“It’s critical that we don’t just sell our produce and stay and wait for the profit or for the returns. We need to go there and observe and create a relationship with the market agents.”
Cedric Nephawe
He explained that market agents can provide valuable information about how products are performing, while prices are influenced by supply and demand.
Packaging can also affect the price achieved. A quality product may still struggle to attract buyers if it is poorly presented.
Farmers should therefore understand the market’s packaging, labelling, registration and payment requirements before sending produce.
Test the product before approaching a retailer
Gary Jackson, founder and owner of Jackson’s Real Food Market & Eatery, said emerging producers should first understand their own product.
“Don’t talk to us about your products until you really, really understand your product, you understand what packaging is about, and pricing is about,” Jackson said.
He recommended that farmers test their products in smaller markets first and use customer feedback to make improvements before approaching larger retailers.
For Jackson, production practices also matter. “You have to be a student of the soil, and you have to care for Mother Earth,” he said.
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