South Africa’s Karoo region has the potential to see significant growth in its agricultural activities by exploring the region’s food heritage, high-end fashion, and agritourism, experts believe.
In this sparse and very remote region, there are various opportunities to pursue, believes Wandile Sihlobo, chief economist of the Agricultural Business Chamber of South Africa (Agbiz).
Sihlobo recently attended the Karoo Winter Wool Festival and reflected on opportunities that would ensure that the farmers in the Karoo diversify and improve their revenue streams, as opposed to being solely dependent on export markets of wool.
“High dependence on wool exports can come with challenges, such as when China temporarily banned the exports of South African wool, leading to a 22% y/y decline in South Africa’s wool export earnings,” Sihlobo said.
So, what to do?
At the very basic level, people need to eat to live, and food carries the smells and tastes of places, families and histories, Sihlobo said.
“It matters to people what, when and how they eat, and sometimes where their food comes from. Thus, food heritage is linked to ecology, sustainability, health and origin.”
Exploring food in the context of heritage can raise interesting questions about identity, people’s relationship to the land, the availability and quality of local produce, poverty and health, Sihlobo said.
This would not be the first time such is done, however. Sihlobo pointed to various countries in Europe that continue to benefit from their food heritage.
“We see elements of these foreign food heritage products on the shelves of our leading supermarkets, but somehow these same retailers do not showcase enough of our own heritage.”
Strong marketing values
He further remarked that the Karoo is South Africa’s hinterland and one of the natural assets of the Northern, Eastern and Western Cape because of its pristine natural beauty, clean air, peace and quiet.
“It, therefore, has a strong commercial and marketing value which farmers can utilise. Still, the name ‘Karoo’ has been widely misappropriated by various individuals and businesses, misrepresenting products such as Karoo Lamb.”
In fact, some retailers may be sourcing large volumes of lamb from the Karoo without acknowledging the origin and heritage of the product, he said.
7-step plan for Karoo farmers
According to Sihlobo, the Karoo region farmers should do the following;
- Reclaim the Karoo name by protecting the name and identity through the registration of a Geographical Indication (GI);
- Lift Karoo Lamb out of the meat commodity mark and create its own pricing and distribution structure;
- Create a different price point for Karoo Lamb;
- Enforce quality and food safety standards;
- Ensure producer control of the supply chain and form strategic partnerships with abattoirs, packers and wholesalers;
- Prevent overdominance by major retail chains; and
- Educate consumers about the quality and value of Karoo Lamb.
South African consumers, he pointed out, are already buying European GI products in local supermarkets – many cheeses and hams carry the famous EU GI logo, and the retailers sell these famous names that are protected by EU legislation.
South Africa also introduced similar regulations in 2019 and enabled Rooibos, and now very soon, Karoo Lamb as South Africa’s first GI products.
The ongoing efforts to promote Karoo Lamb as a GI have also brought about spin-offs in relation to the fashion industry, which Sihlobo believes can add tremendous value to the Karoo.
He added the global fashion industry, especially the luxury goods and clothing industry, is now demanding wool, mohair and leather from the Karoo because of the Karoo quality, reputation and heritage.
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