Next-gen farmer blends business savvy with soil wisdom

Taking over a family legacy can be daunting, with big shoes to fill. But Kyle-Jones Middleton stepped into those big shoes to redefine black excellence in farming, building on 20 years of history at African Joy Farm in the Free State.

Middleton’s farming journey began far from the fields; his path at first led him through corporate corridors. Armed with an honours degree in management accounting, he understood early on that modern farming was as much about sharp business sense as it was about the land.

“I hold an honours degree in management accounting, which has been invaluable in shaping my decision-making, as it equips me with a strong business-oriented perspective,” he says.

Corporate to kraal

After completing his studies at Stellenbosch University in 2017, Middleton joined the corporate world the following year. He started as a category and channel development assistant for haircare, then moved to a category and channel assistant for deodorants and skin cleansing products.

Eventually, he became a brand manager at Unilever until 2020, when he transitioned straight to farming to join his family business.

“My three years of corporate experience at Unilever South Africa provided me with key knowledge and skills that I regularly apply on the farm. These include managing and balancing finances, building business cases, forecasting, strategic financial planning, and, importantly, data-driven decision-making.”

A proud legacy

Today, Middleton and his family run a diverse and thriving farming enterprise near Jacobsdal in the Free State, situated on 300 hectares irrigated under the Orange-Riet Water Scheme.

As a second-generation farm owner, he works closely with his mom, Jacqui, who manages administration and human resources (HR), and his dad, Keith, who supports him with various projects and advice.

Their farm, African Joy, has been in the family for 20 years. They cultivate maize, wheat, lucerne, potatoes, and pecan nuts, alongside a newly built feedlot dedicated to finishing Bonsmara cattle, a breed he carefully raises with plans to establish a Bonsmara stud within the next three years.

“I’ve been a full-time farmer for the last six years. I always wanted to farm from birth; some would say I was destined for it. Both my grandfathers were involved in farming, so it’s in my blood. My mom grew up on a farm in Ixopo, KwaZulu-Natal, so farming was always part of the family.

“I enjoyed gardening with my granny and was always fascinated by how you could put something in the ground and it would grow. I’ve always had a strong interest in animal production, and even as a three-year-old, I would often talk about my cows – even though they didn’t exist yet.”

Overcoming adversity, growing resilience

However, their journey hasn’t been without obstacles. When they first started farming, integrating into the local community proved challenging, as they were among the very few black commercial farmers in the area. Over time, perseverance and consistent relationship-building helped them carve out a respected place in the industry.

“The fact that our family can officially say we are commercial farmers is a big achievement,” Middleton reflects. “I’m proud of the work done over the last six years to elevate the foundation I was given. We’ve grown every business unit exponentially and added new ones.”

His motivation is clear: “I want to provide for my wife and parents and be one of the best young black farmers in the country. We’re not here to take up space; we’re here to take over – a beacon of black excellence in farming.”

Leading with heart

Currently, Middleton employs 10 permanent staff, including three family members. His approach balances high standards with inclusivity. “I expect excellence and attention to detail, but I try to create a happy, inclusive environment.

“I foster an ownership mentality in my team by involving them in the success of the season so they directly benefit,” he explains.

This strong team spirit and shared responsibility have been essential, especially when their farming operation was tested by “fires, hail, tornadoes in 2019, and flooding between 2020 and 2022,” he recounts.

He notes that resilience has been a very important factor to him, especially in ensuring that their farming business is not dependent on a single income source or season.

Middleton further stressed the importance of forging strong relationships with agribusinesses and other farmers. “Farmers seldom farm in isolation, so relationship building is very important, and that takes time.”

ALSO READ: SA’s agriculture budget is too little to transform, says Sibiya