Mzansi’s agricultural sector is mourning the loss of Vito Rugani (64), the country’s leading carrot grower, who passed away yesterday. He was a visionary leader who transformed a small farming operation into a thriving enterprise, Greenway Farms.
Greenway Farms evolved from near bankruptcy in 1995 under the leadership of Rugani and his business partner, Vincent Sequeira. Inspired by Australian farming methods, they revolutionised their approach, emphasising efficiency through modern techniques and “marrying man and machine.
Focusing on carrots, they invested in technology and training, achieving remarkable success and setting a standard for sustainable agriculture. This move not only solidified Greenway Farms’ position as the top carrot producer but also led to the creation of Rugani Juice.
Rugani Juice, co-founded by Rugani, became the first company in the world to utilise a unique juice extraction process to create juice from “second grade” carrots, minimising waste and maximising efficiency.
A visionary leader lost: Tributes pour in for Rugani
Leona Archary, CEO of the Agricultural Development Agency (Agda), described Rugani’s death as a great loss to the agricultural sector and to the many farmers that he has mentored over the years.
“He was a visionary leader who epitomises perseverance against all odds,” she says. “He lived his faith and his story; his humility and drive for excellence will continue to inspire many in the years to come. May his soul rest in peace, and his legacy guide many to success.”
Rugani’s legacy extends beyond his entrepreneurial achievements, remarks Eric Mauwane, the managing director of Oneo Farms in Tarlton, Gauteng. To Mauwane, Rugani was not just a neighbour but a farming mentor who shaped his entrepreneurial spirit.
He taught him the importance of directing the bulk of his produce towards the fresh produce markets. Rugani also stressed the importance of becoming synonymous with a specific product – just like he did in building his carrot empire.
Mauwane says, “So, on Friday last week, we started taking down the different shade net structures on the farm. The plan is to rebuild as Vito suggested and focus on one crop and do it well. He said when people talk about me, they must only think peppers and jalapenos.”
Recalling Rugani’s advice over the years, Mauwane recounted a pivotal moment when he contemplated exporting Carolina Reaper, the world’s second-hottest chilli, to the Netherlands.
“Vito cautioned against it, urging me to prioritise cultivating a client base that values my produce.” Rugani believed in building relationships based on mutual respect and genuine need, a philosophy Mauwane fully embraced. Above all, he emphasised the importance of self-growth and brand building. “Build yourself, and build the brand,” Rugani advised.
A legacy of faith and community
In a solemn announcement on Facebook, Magalies River Christian Centre described Rugani as the church’s founder.
“As pastor, mentor, husband, father, grandfather, business partner, and friend to so many around the world, his life was one of mission, trust, and faith in God. His life testified to the beauty of grace and the power of prayer and faith,” the church said.
Rugani, a fourth-generation farmer, earned his agricultural economics degree from the University of Pretoria in 1983. Survived by his wife, Nomakeme, six sons, and two daughters, his legacy extends far beyond familial ties.
His impact reverberates through Mzansi as his farm supplies a remarkable 60% of the nation’s carrots. Rooted in tradition and innovation, the family’s agricultural journey began in 1889 when the first Rugani from Lucia, Italy, planted the seeds of their legacy in South African soil.
Today, their Tarlton facility stands as a testament to their dedication, packing 300 tonnes of carrots daily, a testament to Rugani’s enduring influence on South Africa’s agricultural landscape.
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