Crop advisors are no longer just technical experts. They are strategic business partners. This is the vision behind a new partnership between agricultural solutions provider InteliGro and the North-West University (NWU) Business School, which has launched a tailor-made, three-year training programme aimed at developing the next generation of crop advisors.
The pilot project kicked off in May 2025 with ten young InteliGro advisors undergoing business skills training to complement the company’s strong technical approach at farm level. According to Janet Lawless, marketing manager at InteliGro, the training is designed to meet the evolving demands of modern agriculture.
“The difference lies in the quality of crop advisors,” says Lawless.
“Knowledge alone is no longer enough. Climate change, shifting markets and regulations demand critical thinking and strong business insight. That’s why our programme focuses on key skills such as self-development, operational management, strategic entrepreneurship, future readiness, financial resource management, effective communication and practical application in agriculture.”
From advice-givers to business partners
Lawless says the goal is to transform advisors into professionals who do more than offer technical advice or sell products. “Advisors must not only give advice. They need to listen, apply business insight and offer customised solutions to complex farming challenges,” she explains.
This latest initiative builds on InteliGro’s internal Certified Crop Advisor (CCA) programme, which was introduced more than five years ago to offer a clear development path for its advisors. Today, more than 90 advisors across South Africa are involved in the programme, receiving personalised training, mentorship, and career planning.
“The CCA programme provides valuable tools to help me offer solutions to clients,” says Stephan Venter, a trainee crop advisor based in Wolmaransstad, North West.
“The new business course has broadened my perspective. It shows how important each person’s role, focus and discipline is. I believe this course will help me grow and manage my business better.”
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Bridging the gap between theory and the field
The collaboration with NWU adds academic rigour to a programme already grounded in practical application. According to Lawless, the partnership, along with InteliGro’s parent company WinField United SA’s collaboration with Stellenbosch University, is helping bridge the gap between technical knowledge and on-farm impact.
“As a provider of integrated crop solutions built on expertise and advice, InteliGro is setting a new standard,” she says. “Producers know they are getting skilled support. We focus on developing each crop advisor into a reliable partner who helps ensure producer success.”
Niel Kruger, executive manager of the primary business channel at InteliGro, says the advisors’ role is becoming increasingly future-focused. “They need to understand current needs and also plan for the future in areas such as crop rotation, resistance management, biological solutions, technology tools, alternative control methods and market access requirements.”
He adds that InteliGro supports advisors and producers alike through targeted training, technical support, mentorship, crop working groups, and a crop-specialist model designed to improve long-term sustainability.
A matter of trust
More than anything, trust is what makes the relationship between producer and advisor work, says Kruger.
“Trust is the foundation of productive producer-advisor relationships. Producers must rely on their advisor as a trusted partner in making complex decisions. These relationships are built on ongoing open communication, experience, expertise and proven results,” he says.
The CCA programme, Kruger adds, is more than a training model. It is InteliGro’s own internal trust index. “We know it starts on the farm, and that is where we make the difference.”
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