Joburg Market, Africa’s largest fresh produce marketplace, is entering a new era under the leadership of Sello Makhubela. With deep industry experience and a proven track record in steering the organisation through transition, he now leads an institution vital to South Africa’s agricultural economy.
Makhubela takes the reins at a crucial juncture as the market accelerates its transformation agenda. Commanding close to half of the nation’s fresh produce trade, Joburg Market not only connects farmers to buyers across the region but also underpins food security for millions of households.
Having already served as acting CEO, Makhubela is well-versed in both the opportunities and challenges facing the market. His confirmation has been widely welcomed by stakeholders as a move that will strengthen governance, bolster stability, and inject fresh momentum into Joburg Market’s growth strategy.
Driving innovation and transformation
Armed with an impressive academic and professional portfolio – including an MBA and a national diploma in electrical engineering – Makhubela also holds further qualifications in project management, international leadership development, and municipal finance management, giving him a rare combination of technical expertise and strategic insight.
His career spans both municipal and agricultural spheres, equipping him with a deep understanding of the industry’s dynamics.
Since taking the reins, Makhubela has championed the Smart Market Strategy, an ambitious five-year blueprint designed to position the Joburg Market as a digitally enabled, globally competitive hub. The strategy prioritises inclusivity, transformation, and innovation, promising tangible benefits for farmers, traders, and consumers alike.
“The responsibility of leading Joburg Market at such a critical time is an honour,” said Makhubela. “I am grateful to the board, the City of Johannesburg, and the agricultural sector for their confidence. Together with my executive team, we will ensure the market remains a competitive force and a beacon of innovation within South Africa’s agricultural landscape.”
As the continent’s largest fresh produce exchange, the Joburg Market is a lifeline for both commercial and smallholder farmers, linking them with formal and informal traders and securing livelihoods across the region. Under Makhubela’s stewardship, expectations are high for a bold new chapter in the market’s history.
And as excitement builds around the CEO’s vision, anticipation is also mounting for Joburg Market’s Farmers’ and SMME Day on Thursday, 23 October 2025. This flagship event is set to celebrate the very people and businesses that make South Africa’s fresh produce industry thrive.
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