Small-scale farmers are gaining new opportunities to thrive in the competitive fresh produce sector through Joburg Market’s inaugural market access and product standards awareness session. This key initiative under the City of Johannesburg’s farm-to-market campaign offered hands-on guidance on trading floor operations, packaging and grading standards, certification requirements, and direct engagement with market stakeholders.
Held in partnership with the Food Resilience Programme, the session aimed to open new market opportunities for smallholder farmers while promoting community food security. Farmers engaged directly with market agents, quality assurance officials, and agribusiness experts, gaining practical insights into trading floor operations, packaging and grading standards, commission structures, and certification requirements.
Participants also learned how to register as producers, access real-time price data, and engage with Joburg Market more effectively.
“For too long, smallholders have been excluded by technicalities, compliance gaps, lack of information, or limited networks,” said acting chief operations officer Charles Park. “Today is about empowerment and access, because a stronger farmer base means a stronger, food-secure South Africa.”
Among the attendees was Ezekiel Ndou, who described Joburg Market as a lifeline for his farming journey. “Farming is not for the faint-hearted,” he said. “You must have faith, endure the hard times, and celebrate the good ones.” His story echoed the perseverance shared by many small-scale farmers present.
Farmers praised the session for its transparency and practical guidance, saying the direct engagement “helped demystify the system” and build trust. Joburg Market also distributed producer guides to support ongoing learning.
The session forms part of the Market’s Smart Market Vision, which promotes an inclusive and competitive agricultural sector. By ensuring smallholders are not left behind, Joburg Market continues to drive transformation and strengthen South Africa’s food system — one farmer at a time.
Through initiatives like this, Joburg Market reaffirms its role as Africa’s largest fresh produce market, fostering enterprise development, supporting SMMEs, and driving long-term transformation in the sector.
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