A new generation of agripreneurs is shaking things up in South Africa’s agricultural sector. During a special panel discussion at the Mzansi Young Farmers Indaba in Pretoria North, three innovative agripreneurs shared how they are pioneering new products and implementing cutting-edge technologies to shape a more sustainable and profitable future for farming.
From butternut coffee to high-tech livestock management, Chantelle de Bruyn, a Free State farmer and founder of Buttercup Farmhouse, is a prime example. Inspired by a family health concern, she created a unique butternut coffee beverage – a surprising twist on a classic drink.
“We had a special problem in our households. My grandfather was diagnosed with a liver and kidney infection due to all the caffeine he was consuming.”
De Bruyn’s innovative solution was not an overnight success but her perseverance paid off.
“We’ve been in product development and testing it for the past three, four, and five years. Doctors actually said there’s a market for this product, so we came to the ‘best of both worlds’, coffee lovers and non-coffee lovers,” she says.
Finding your niche
Finding your niche in agribusiness is tough. Justice Maphosa, founder of Find Me Security Technology, faced challenges getting his ear tag technology for cattle off the ground.
“It wasn’t easy. You need role players on board like the department of agriculture. I had to convince them of the value,” he explains.
Maphosa, hailing from Germiston in Gauteng, says his global positioning system (GPS) tracker company specialises in the latest security technology for the agricultural sector.
His company offers livestock farmers peace of mind with a smart ear tag tracker and 4G sim collar tracker technology designed in Australia. Find Me Security Technology then adapts the trackers to suit local conditions or needs.
“The ear tag product is directly linked to a satellite, using a low earth orbit, meaning it works anywhere as it does not need network towers, while the collar requires network though,” Maphosa explains.
While he initially lost out to an Australian company, he secured a distribution partnership, proving persistence pays off.
Livestock farmer Zimbili Mfusi, founder of Mphezulu Farm, farms with organic vegetables, breed four different kinds of livestock, and has an impressive agro-processing facility. She does all this in a peaceful valley, surrounded by panoramic views in Wakkerstroom, Mpumalanga.
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- Agripreneur: From farm to table, Mfusi breaks barrier
During the panel discussion, she highlighted the crucial aspect of agripreneurship, which is financial management.
“Financial management is very essential. I have to write everything down – direct and indirect materials – to track my cash flow and project profitability.”
Mfusi has made a decision not to sell to the formal market, although she plans to one day. For now, the informal market has served her well.
“The business is growing. I sell about 300 products minimum per month and 500 maximum, but the future looks bright to expand.”
Establish a strong brand presence
Meanwhile, De Bruyn shared that she had to learn brand identity and storytelling is everything on her journey.
“We emphasise storytelling because that’s what gets people to understand where we come from. It’s important for consumers, potential stakeholders, and funders.”
Innovation goes beyond products and marketing. De Bruyn is also fostering a culture of innovation within her company.
“One major challenge was employee empowerment. We’re cultivating a culture of innovation so our employees can grow. We’ve had people start as farmers and become product developers,” she explains.
These agripreneurs offer valuable advice for aspiring agripreneurs:
- Do your market research to understand the needs and demands of your target market.
- Maintain a clean business: Transparency and good business practices are essential.
- Embrace local resources: Look for ways to utilise local expertise and materials.
- Build partnerships: Collaboration is key to success in the agricultural industry.
READ MORE: Sustainable agriculture a passion for green warrior Majaha
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