The annual Joburg Market Farmers’ and SMME Day, held last week, offered more than fresh produce and entrepreneurial showcases. It was a vibrant celebration of local enterprise and a call to action for building food security in the city.
From early morning, the market buzzed with activity. Stalls were laden with colourful vegetables, fruits, artisan juices, and small-batch agro-products, while the scent of fresh herbs and baked goods filled the air.
Visitors wandered from booth to booth, sampling products, exchanging business cards, and learning about innovative approaches to farming and food production.
Joburg Market chief executive Sello Makhubela opened the event, noting that the gathering represented a commitment to transformation. “This event calls on us to reimagine the role of fresh produce markets as catalysts for food security, economic development, climate resilience, and social inclusion,” he said.
Founded in 1974, Joburg Market remains one of Africa’s largest fresh produce hubs, supplying thousands of retailers, restaurants, and consumers daily. The event highlighted its central role in linking small-scale farmers and SMMEs to markets, resources, and networks that can help their businesses grow.
Under the theme “Enhancing market access”, Makhubela launched the “From farm to market” campaign, designed to tackle barriers such as limited market access, funding challenges, and skills gaps.
“By connecting small-scale farmers and SMMEs with key industry players, we are creating real opportunities to grow businesses, improve skills, and address financial constraints,” he added.
Empowering farmers and entrepreneurs
Entrepreneurs like Thobeka Ndabula, whose ruit juice business has flourished thanks to exposure at such initiatives, stood proudly among the exhibitors. Her stall, vibrant with bottles of bright orange and ruby-red juice, drew crowds eager to sample her fresh products.
Support organisations like Agrimall provided practical assistance, offering grant funding, training, and business advisory services, while industry leaders shared insights and encouragement.
Ramon Rahme, director of King Cut, delivered one of the day’s standout addresses, sharing his personal journey from working alongside his father to building his own agro-processing business. “Luck often comes to those who persist,” he said.
However, the event also served as a platform for township-based farmers to voice their challenges. Limited access to tractors, seeds, and essential tools remains a major hurdle. Makhubela acknowledged these concerns, pledging that Joburg Market would continue working toward more inclusive access to resources and opportunities across the agricultural value chain.
As the event progressed, visitors experienced a rich tapestry of sights and sounds: farmers discussing crop yields, entrepreneurs explaining production processes, and buyers negotiating deals. The day underscored the potential of markets as hubs not just for trade, but for learning, mentorship, and economic growth.
Organisers say the connections made at the event were already translating into tangible opportunities. Small-scale farmers and SMMEs exchanged contacts with buyers, explored grant options with Agrimall, and received advice from established industry players.
When the event drew to a close, it was clear that the Joburg Market Farmers’ and SMME Day is not only a celebration of local agriculture but also a catalyst for a more inclusive, food-secure, and economically resilient Johannesburg.
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