The main goal of the raisin industry is to increase production and exports from the current 104 000 tons to 150 000 tons in the near future, said newly appointed chief executive officer of Raisins South Africa, Wessel Lemmer. Even though it is an ambitious target, he believes it can be achieved collectively.
Lemmer, an agricultural economist, started in the sector over 30 years ago with his M.Sc.Agric degree at the University of the Free State in 1993.
Food For Mzansi caught up with the new leader in the raisins industry to find out what he has been up to and what the industry can expect from him.
Tiisetso Manoko: What are your immediate tasks as the new chief executive officer of Raisins SA?
Wessel Lemmer: Well, achieving this (increasing production) requires a strong, well-functioning industry body that supports these ambitions. It also necessitates collaboration with key stakeholders such as financiers and input providers.
Additionally, global market development is crucial to meeting consumer demand, and we recognise that adding value comes at a cost. A key priority is ensuring effective communication throughout the industry to support these objectives.
What can the industry expect from you as you lead the commodity organisation?
An industry body is only as effective as the sum of its parts. We are fortunate to have a highly experienced board of directors and dedicated personnel. My primary focus is to align the collective expertise, wisdom, and decision-making of all stakeholders to drive our efforts as a unified team toward achieving our goals.
While the principles of running an industry body may differ across sectors, the key to success lies in fostering collaboration within the board to effectively execute our strategic objectives. This collective approach sets us apart and strengthens our industry’s position.
Related stories
- Black raisin farmers to benefit from R28 m. investment
- Raisin industry drives inclusive growth with R100m boost
What challenges do the industry face, and how do you intend to address them?
Our first priority is addressing areas where we lag behind global competitors. A major concern is potential trade barriers in key export markets such as the United States of America. Secondly, we must tackle the cap-stem issue through targeted workshops and effective research. Thirdly, improving the industry’s overall yield is crucial, which can be achieved by establishing younger vineyards with higher-yielding varieties.
However, these improvements are only possible if industry stakeholders, particularly producers, have access to the necessary funding and processors can secure financial resources to upgrade their packing facilities.
How important are public-private partnerships, especially in addressing local (ports, Eskom, roads, etc.) and global challenges (trade, geopolitics)?
Public-private partnerships are of critical importance. Through our membership with Agbiz, we actively engage in addressing shared challenges alongside other industry players. This collaboration strengthens our ability to tackle issues related to infrastructure, logistics and international trade, ensuring a more competitive and resilient industry.
What is your vision for the industry over the next five years?
Our vision is to achieve a production and export level of 150 000 tons or more through successful market development, innovation, and industry-wide collaboration. That is what we want to see in this industry and that is what we are all working towards.
The industry is looking to you; what will make the industry great?
I encourage industry leaders to join forces with Raisins SA in expanding this sector for the benefit of our communities and the broader economic development of the Lower Orange River and Olifants River regions in the Western Cape.
Raisins SA has also established a well-functioning Vine Academy and Model Farm, which serve as key platforms for research, training, and transformation initiatives. These efforts will help secure a sustainable and prosperous future for the industry.
ALSO READ: Agribusiness confidence soars amid strong exports and growth
Sign up for Mzansi Today: Your daily take on the news and happenings from the agriculture value chain.
