Nedbank champions a new generation of SA farmers

The rise of Green Leafy Growers is powered by more than just determination. Co-founder Bathabile Masemola credits strategic support from Nedbank, a partner committed to fostering resilient agribusiness.

Today, South Africa’s green economy is being reshaped by a new generation of farmers. Among them is Bathabile Masemola, co-founder of Green Leafy Growers, a company already creating jobs and supplying fresh produce to major retail chains.

Behind her journey lies not only determination but also the strategic support of Nedbank, a partner committed to growing South African agribusiness.

Masemola’s journey began in 2023 when she applied for an entrepreneurship programme she discovered on Facebook. Selected from a competitive pool of candidates, including agriculture and crop science students, she embarked on a 12-month intensive training programme.

The first three months were spent in classroom settings, learning agricultural theory from agronomists and experts at the Agricultural Research Council and the department of agriculture. The remaining nine months saw Masemola and her cohort set up “pseudo” companies, practising the full cycle of planting, harvesting, and selling.

Through this programme, she and her team gained hands-on experience supplying fresh produce to Jackson’s Real Food Market in Johannesburg and Pick n Pay via African Greeneurs.

The experience gave Masemola both the skills and confidence to launch Green Leafy Growers, leasing 2.5 hectares of farmland in Olifantsfontein, on the East Rand of Gauteng, where they now cultivate peppers, coriander, and parsley.

Creating jobs, inspiring hope

“Creating employment for 10 people is a great achievement for us,” Masemola shared. “Most people in the rural areas where we operate don’t get the opportunity to pursue further studies or better jobs. Being able to employ even 10 people is meaningful. It brings hope and opportunity.”

Beyond permanent employment, Green Leafy Growers has also provided seasonal work to 20 more individuals during harvests, demonstrating the ripple effect of small agribusinesses on local communities.

The Nedbank difference

While determination and skill were critical, Masemola credits Nedbank for making her success possible.

“During the 12 months we were based at African Greeneurs, Nedbank supported us all the way. Without them, I don’t think I would be sitting here today talking about having my own business. They’ve been instrumental in helping us employ our team and access the market.”

Nedbank’s support reflects a growing trend of financial institutions recognising that sustainable agribusiness isn’t just about capital. It’s about mentorship, market access, and fostering resilience among new-generation farmers.

Green Leafy Growers now supplies Pick n Pay and other fresh markets, operating under guidance from African Greeneurs while preparing to achieve GlobalGAP certification.

Masemola sees a bright future for her business: expanding into herbs and spices for culinary and medicinal use, exploring exotic produce, and venturing into niche markets that remain untapped in South Africa.

She also encourages young South Africans to see farming as a career of the future.

“Farming today isn’t just about dirt and hard labour. With precision agriculture, robotics, and AI, young people will be working in agriculture, even if indirectly. Farming is evolving, and opportunities are endless.”

A lasting partnership

Masemola hopes her relationship with Nedbank will continue to thrive.

She says, “I hope Nedbank will remain the supportive partner they’ve been, and one day, we’ll be recognised among the leading business innovators they celebrate. I believe together we can go to great places.”

In Masemola and Green Leafy Growers, South Africa has more than just a thriving agribusiness. It has an inspiration, a beacon of hope, and proof that with the right support, a new generation can redefine agriculture in the country.