Old Mutual Insure has announced its support of Lamb Champs, the annual celebration of South Africa’s best lamb producers, organised by the Southern Africa Agri Initiative (Saai).
In a statement, the organisation said the sponsorship reinforces Old Mutual Insure’s strategic commitment to supporting farmers and strengthening its drive for market growth within South Africa’s agricultural sector.
Soul Abraham, chief executive for retail at Old Mutual Insure, said they are excited to be part of the Lamb Champs initiative, an important platform for the farming community to showcase their very best.
“From our perspective, our involvement stems from recognising how vital it is for farmers to protect not only the assets they have built, but also the assets that have built them. Safeguarding these is essential to sustaining their livelihoods. We want to ensure they are aware of the options available to protect what matters most to them,” he said.
Showcasing SA’s best lamb
Abraham explained that Lamb Champs is more than a competition. “It is a platform where farmers from across the country showcase the quality of their lamb, share their stories, and connect with consumers and markets. The event highlights the dedication and tradition that underpin South Africa’s farming communities.”
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Meanwhile, the chief executive officer of Saai, Francois Rossouw, said family farmers form the backbone of food production in South Africa, but they often face challenges that go unseen.
“Lamb Champs gives them a platform to showcase their work and connect directly with consumers. Having Old Mutual Insure on board means farmers know there is support to help safeguard their livelihoods, so they can focus on what they do best, farming,” Rossouw said.
The regional Lamb Champs are open to all farmers across South Africa who produce lamb meat. Winners are selected by a panel of expert judges, based on key criteria including taste, texture, and presentation.
When the winner will be crowned
The competition consists of four qualification events, which take place in Kimberly, Pretoria, Free State and Paarl, and the four winners from each of those legs will face off in the grand finale on 17 October 2025 at Nampo Grounds, Bothaville, Parys, where the 2025 Lamb Champs champion will be crowned.
“Farmers are the backbone of our agricultural sector and play a vital role in ensuring South Africa’s food security. Through this sponsorship, we reaffirm our commitment to protecting what built them – their assets, their livelihood and their legacy.
“Our specialist agri insurance ensures that farmers have access to comprehensive cover, from farm property, equipment, and livestock to liability and household protection, helping them safeguard their livelihoods and remain resilient through life’s uncertainties,” Abraham said.
With the agriculture sector being central to food security and economic growth, particularly in South Africa, Abraham believes that initiatives like Lamb Champs create valuable opportunities to recognise excellence, strengthen farmer networks, and contribute to achieving sustainable growth in the sector.
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