South Africa’s agricultural sector is a powerhouse, producing a wide range of high-value products like citrus fruits, avocados, and world-renowned wines. Exporting these goods presents a golden opportunity to unlock the sector’s full potential and fuel the nation’s economy.
South African agricultural exporters need to navigate the significant influence of macroeconomic factors to achieve prosperity on the global stage, said Elton Greeves, a veteran exporter with over two decades at Inter-Agri Oils, in a recent Gather to Grow session on Instagram Live.
“From political stability to exchange rates and climate, these elements heavily impact the agricultural value chain.
“These factors affect everything, from input costs to market access. Being aware empowers farmers to make sound strategic decisions,” he stressed.
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Meanwhile, Caitlyn Abdoll, an agricultural economist at the Pals Centre, shed light on shifting consumer preferences. “There’s a surge in demand for ethically sourced and sustainably produced food. Today’s consumers, especially Gen Z, want to know their food’s journey from farm to table,” she explained.
“Our marketing agreements equip new-era farmers with access to high-quality resources and export markets, allowing them to compete globally,” Abdoll said.
Empowering the next generation of farmers
Chantelle De Bruyn, the visionary founder of Buttercup Farmhouse, showcased her innovative creation – vegetable coffee made from pumpkins and butternuts.
“Innovation in agro-processing can unlock new markets and diversify agricultural outputs,” De Bruyn said.
However, she cautioned about the complexities of compliance. “Meeting European Union compliance standards took almost two and a half years. Transparency and traceability are paramount for building consumer trust and ensuring product quality.”
Abdoll and Greeves emphasised the crucial role of support systems for new-era farmers. “International compliance standards can be a significant hurdle. Industry bodies and staying updated on regulations can equip farmers to navigate these challenges,” said Greeve.
“We provide comprehensive training on compliance and market access, empowering historically disadvantaged farmers to succeed. Our strategic partnerships offer new-era farmers the resources they need to flourish,” Abdoll added.
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