Emmanuel Mudau’s journey from working in a furniture store to founding Mathuba Genetics is extraordinary. With a background in retail and a keen understanding of sales and marketing, Mudau took a bold leap into agriculture.
Today, with over 15 years of experience, he manages an impressive livestock operation in the Vhembe district of Limpopo, with a herd of 60 cattle, 300 goats, and 500 sheep. Mudau specialises in Savanna, indigenous, and Boer goats, as well as Bosvelder sheep, selling livestock at auctions and occasionally meat locally.
In addition to his farming activities, he operates a training institute where he educates others on livestock management, nutrition, and goat breeding.
Mudau shares five essential tips for aspiring livestock breeders that have been key to his farming success.
Choosing the right breeds
Mudau says doing research and being intentional about the livestock breeds you choose, is a step in the right direction when starting out.
By making informed decisions, he aligned his breeding programme with his objectives effectively.
“You should not choose animals like pets based on appearance, colour, or size,” he says. “If you want your goats or sheep to serve a purpose, such as for dairy, meat, wool, or other products, you need to choose breeds that meet your goals.”
Thorough research ensures that the selected breeds work well together and exhibit the desired traits.
“You need to investigate the breeds you want to combine to achieve good results and meet your goals,” Mudau adds.
He employs a range of selection tools, including visual assessments, pedigree and performance data, genetic evaluations, breed standards, and animal records. This integrated approach ensures the selection of optimal breeding stock for quality and productivity.
Adapting and innovating: Crossbreeding
Between 2010 and 2011, Mudau successfully sold strong and healthy animals and collaborated with like-minded farmers. His initial livestock included Damara sheep, indigenous goats, and their hybrids. However, disease – particularly tick-borne diseases and worms – posed significant challenges for his herd.
“The Damara sheep struggled with local diseases, and while the Meatmaster breed was introduced as a solution, it also faced difficulties. We needed a better approach.”
To address these issues, Mudau introduced the Pedi sheep, known for its adaptability to veld conditions. While the Pedi sheep improved resilience, it presented a new challenge: despite its hardiness and good mothering qualities, it produced a less desirable carcass.
Mudau then crossed the Pedi with the Meatmaster breed. The resulting crossbreed, which combined the traits of Damara, Pedi, and Meatmaster sheep with the Dorper breed, adapted well to the environment. However, the Dorper breed’s poor fertility was a drawback in the crossbreed.
To enhance fertility, Mudau introduced the Van Rooy breed, resulting in a new crossbreed he termed “Boss Fertile” sheep. This breed aimed to combine adaptability, resilience, and improved fertility to meet its breeding objectives.
Leveraging existing skills for agricultural success
Frustrated by limited progress in his furniture sales career, Mudau leveraged the knowledge he gained from retail to build a successful breeding enterprise and advise other aspiring farmers to do the same.
“The skills I developed in sales and marketing at the furniture shop were crucial for my transition into agriculture.
Understanding product details – like the materials and design of a chair – taught me the importance of in-depth knowledge, which I now apply to farming.”
The experience he gained from marketing and sales in the furniture industry continues to influence his approach to agriculture.
“It allows me to apply similar principles of understanding and promotion to livestock breeding.”
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Marketing success
When it comes to marketing his animals, Mudau shares that his most effective strategy has been selling starter packs and packages, rather than individual animals.
This approach offers customers a comprehensive starting point, ensuring they see tangible results more quickly. “I think that one was the best strategy that we’ve ever used and then it is working well for us.”
He has found that selling packages helps in customer retention and satisfaction as it provides a better foundation for success, preventing the discouragement that can come from slow growth when starting with just one animal.
“When we get this new life of social media, we use the social media platforms like TikTok, Facebook, Instagram and WhatsApp statuses to market our business,” he shares.
Mudau says these tools allow his business to reach a broader audience.
Expanding horizons: From 5 to 100 hectares
Mudau says after the take-off with his “Boss Fertile” sheep, he was able to expand from farming on 5 hectares to 100 hectares. He encourages farmers not to be afraid of trying new things and expanding their farming enterprises.
Mudau also uses his enterprise to offer practical experience to local tertiary institutions.
“We are also accredited with the AgriSETA, we’re doing the training, and then we also offer the experimental [learning] to the learners.
“We’ve got University of Venda, we’ve also got TVUT. We provide the students programmes [where] they come here for 12 months to do the practicals.”
He says Mathuba Genetics has been very successful with breeding animals well adapted to the Limpopo bushveld.
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