Just over 360 people gathered for a vibrant farmers’ market day in Avon, Limpopo, where local farmers, agripreneurs, and partners from both the public and private sectors came together to celebrate resilience, opportunity, and inclusive growth in agriculture.
Hosted by Food For Mzansi in collaboration with the De Beers Group and the Agricultural Development Agency (Agda), the event served as a powerful demonstration of how cross-sector partnerships are helping to unlock real value for new era producers in rural areas.
Delivering the keynote address, Limpopo’s MEC for agriculture and rural development, Nakedi Kekana, reflected on the transformation taking place in the province’s agricultural sector, particularly in the potato industry, which is thriving in the Capricorn District.
Investing in farming
She described agriculture as “a way of life” for many Limpopo residents and noted the success of, amongst others, the Potato Belt Development Programme, launched in 2015.
Since its inception, the programme has seen 742 hectares of land developed for potato farming, with more than R140 million invested to date. This support has created 162 permanent jobs and 4 500 seasonal jobs annually, generating an impressive R399 million in annual revenue.
“This success story is not one written by the government alone. It is a result of strong collaborations between the department of agriculture, commodity groups like Potatoes South Africa, and private sector players like De Beers’ Venetia Mine,” Kekana said.
She also emphasised the importance of mentorship programmes in advancing farmer development, noting that they have already enabled 19 farmers to move from subsistence to smallholder level, with three progressing to full commercial production.
‘Agriculture is not going anywhere’
Leona Archary, chief executive of Agda, addressed the gathering with a message of long-term vision and empowerment. She reminded attendees of agriculture’s central role in the economy and its potential to shape livelihoods and communities.
“The idea was always, whatever we do, is about making agriculture exciting. Making sure our young people are also learning agriculture with us, farming every day. Agriculture is not going anywhere. It’s actually going to be growing and become one of the key components of our economy,”Archary said.
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She stressed that initiatives like the Limpopo market day are not just one-off events, but platforms for knowledge sharing, access to support, and strategic connections.
“It’s about bringing you information, bringing you access, allowing you to connect with each other. Are we using the right technology? Are we using the right seed? Do we have the finance that we need?”
Archary also explained Agda’s broader goal of creating a regional agricultural hub that can streamline services and lower costs for farmers.
De Beers: Passion-driven partnerships
Representing De Beers Venetia Mine, senior general manager Ntokozo Ngema reaffirmed the company’s commitment to inclusive rural development. He emphasised that De Beers is not just a mining company, but an active contributor to local economic growth.
“We are committed that when we leave here, we want to make sure that the economy of this particular area will be thriving,” said Ngema.
He also praised the collaborative nature of the initiative, which includes government departments, community structures, farmer groups and Food For Mzansi.
“We dig deeper, we put partnerships that can actually take the people and farmers to the next level. Those are the programmes that we’re going to support.”
“To our farmers, organise yourselves into strong cooperatives. You are stronger together. To our private sector partners, let us deepen our collaboration. Agriculture is not charity; it is a smart investment. To our young people and women, agriculture is your future too. Join this wave of transformation,” Ngema said.
He furthermore called on all stakeholders to treat the event not as a stand-alone celebration, but as a catalyst for inclusive growth.
“Let today serve not just as an event, but as a renewal of our shared commitment to build an agricultural economy that leaves no one behind. Let the potato belt of Blouberg become a symbol of rural prosperity, black farmer empowerment, and economic emancipation for generations to come.”
Local farmers hope for continued support
An attending crop farmer, Windy Malate, expressed appreciation for the support received on the day, and to those who remain committed to ongoing assistance for local farmers.
Malate shared that the market day gave her a renewed sense of empowerment and hope: “These partnerships, they are going to help us. I’ve got that power now. They are going to help us,” she said proudly.
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