The Metropolitan Collective Shapers initiative in KwaZulu-Natal is a transformative effort aimed at empowering young entrepreneurs in the agricultural sector.
Phumla Mavundla, head of marketing product and channel at Metropolitan, said the initiative recognises the potential of agribusiness to contribute significantly to economic growth, employment, food security, export earnings, and rural development.
“Agriculture is integral to South Africa’s economy, contributing around 2.5% to 3% of gross domestic product (GDP) directly. Its influence extends beyond these figures, as it supports industries such as agro-processing, manufacturing, and retail.
“The interdependence of these sectors creates a multiplier effect, boosting economic activity and stability. Additionally, agriculture provides crucial employment, especially in rural areas with limited job prospects. The sector offers diverse roles, from farm labour to positions in transportation, storage, marketing, and distribution,” Mavundla said.
She said agriculture was vital for ensuring food security in South Africa.
“By producing a wide array of crops and livestock, the sector supports domestic consumption and exports. Sustainable farming practices are essential for maintaining productivity and stability, helping to mitigate risks from climate change and market fluctuations.
“Investment in agricultural infrastructure promotes rural development by improving market access and reducing transportation costs for farmers,” she said.
Breaking barriers and innovating agriculture
To overcome barriers such as access to land, capital, and specialised knowledge, the Metropolitan Collective Shapers initiative offers tailored training, mentorship, and financial support.
Mavundla said the approach aims to demystify agriculture. By showcasing the economic viability and innovation within the sector, the initiative aims to change the perception of agriculture from being traditional and unattractive to a dynamic and impactful field.
“Empowering youth by providing young people with the skills, knowledge, and resources they need to succeed in agribusiness can unlock new opportunities and drive sustainable development.
“Fostering innovation by encouraging the adoption of modern agricultural practices and technologies can enhance productivity and sustainability, ensuring the sector’s resilience in the face of global challenges,” she said.
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