A powerful story of resilience, purpose and generational legacy is unfolding on Bethel Estate, a farm in rural KwaZulu-Natal, where a mother and daughter are growing far more than just fresh produce.
Bethel Estate is led by 58-year-old Gugu Dlamini and her daughter, Lungi Ndelu (30), who work in a family-run business on a farm in Inhlamvini, supporting livelihoods across their community – despite them having no agricultural experience to begin with.
“We didn’t know anything about farming,” says Dlamini. “It was more of a calling – that the land could offer greater fulfilment than my corporate job was giving me at the time.”
After purchasing the land in 2016, Dlamini spent years learning the ropes before planting their first five hectares of lettuce in 2019. What followed was an early breakthrough that changed everything.
“We invited buyers to see our first crop, and we received a 100% uptake,” she recalls. “That’s when we knew this could work.”
Getting their produce to market
Today, Bethel Estate supplies fresh produce to Freshmark, the Shoprite Group’s fresh fruit and vegetable procurement, buying and distribution arm. As Africa’s largest buyer of fresh produce, Freshmark connects farmers directly into the formal retail supply chain, sourcing primarily from local producers and distributing to stores across the continent.
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Freshmark works closely with the farm, providing forward demand planning, grading and quality standards, and structured procurement processes. Produce from Bethel Estate is delivered to the Freshmark Distribution Centre, from where it is distributed to retail outlets including Shoprite, Checkers and Usave stores.
This support, combined with consistent off-take agreements, has given the farm the stability to plan planting cycles, manage risk and invest in growth. With a predictable buyer and clear standards to work towards, Bethel Estate has improved quality, increased volumes and grown sustainably over time – helping to overcome logistical and market-access barriers that often limit emerging farms.
Building on this experience, the farm established the Tshala Nathi farmer support programme to help emerging vegetable farmers navigate and prepare for formal retail opportunities. Through mentorship and hands‑on support, the programme helps farmers strengthen their operations and meet the requirements of formal markets – opportunities that are often out of reach for small-scale producers.
Working in partnership with local government, Tshala Nathi addresses one of the biggest challenges facing emerging farmers: entering formal markets and maintaining a consistent supply.
“Having a guaranteed route to market changes everything,” says Ndelu. “It allows you to plan, invest and grow with confidence.”
Freshmark’s Divisional Head Buyer, Pieter van Zyl, says that certainty is often what unlocks long-term growth for emerging farmers.
“Our partnership with Bethel Estate shows what’s possible when farmers consistently meet quality and supply requirements,” he says. “That reliability builds trust, allows us to support them at scale, and gives Gugu and Lungi the confidence to grow, invest and bring other farmers into the value chain – which is what ultimately makes a farming business sustainable.”
Choosing the farm – and the future
But the story behind the farm is just as important. Ndelu, a University of Cape Town BCom accounting graduate, initially had her doubts.
“I honestly thought it was a crazy idea,” she admits. “But when I stepped onto the farm, I fell in love with the work and what it could mean for the community.”
Her turning point came during a family crisis, when her mother spent months in the hospital caring for a loved one.
“We had already planted, and someone needed to be on the farm,” says Ndelu. “I couldn’t let everything go to waste, so I moved there. That’s when it became our shared mission.”
Helping other farmers
Since then, Bethel Estate has grown into a multi‑million‑rand operation, while also creating pathways for other small‑scale farmers to grow.
The farm now works with around 100 farmers, most of them women, by aggregating their produce and helping them reach larger wholesale and retail markets.
“Many of these farmers can’t reach large markets on their own,” explains Ndelu. “By working together and through our partnership with Freshmark, we’re able to bring their produce into formal value chains.”
Beyond market access, their work supports jobs across the community – from farmworkers to packing and transport teams.
For Dlamini, the purpose is simple: “We are here to be a blessing to other families,” she says.
Stronger than the setback
Their journey has not been without challenges. In 2024, the farm was looted, leaving widespread damage.
“They took everything – even the roof tiles,” Dlamini says. Despite the loss, they chose to rebuild.
“You need resilience in farming – financially, mentally and spiritually,” says Ndelu. “Right now, we’re in a season of replanting.”
Beyond the rebuild, the heart of Bethel Estate has always been family. Along the way, many partnerships have played a role, but at the centre of the farm is the bond between a mother and her daughter.
“We are very close,” says Dlamini. “Lungi brings execution, and I bring strategy.”
Now a mother herself, Ndelu sees the farm as more than a business – it is a legacy taking shape.
Her one‑year‑old daughter already represents the next generation of their journey.
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