1 March 2024
The biggest carrot farm in the southern hemisphere! That’s the impressive business Vito Rugani and his partner Vincent Sequeira have built over the years. Today this export business produces everything from a range of vegetable and fruit juices to the very product that built the business – raw carrots!
At Landbouweekblad and African Farming’s recent Imbizo in Boksburg, Vito spoke frankly about how his extraordinary journey started with a bakkie and a dog in Hillbrow and ended with him becoming one of South Africa’s most influential farmers. In his 30-minute address (yes, it’s worth watching!), the farming giant offers deep insights about why his partnership with Vincent added such value to their business and how they clawed themselves out of deep financial trouble. He also shares the biggest business lessons he has learnt over the years – including one from a judge! But the toughest lesson of all, Vito remembers, came when they had to admit their farming approach was no longer working and they had to change.
