By Maile Matsimela
When Kobela Mokgohloa of Korema Farms took the stage at the African Farming Production and Financial Matters Workshop at the Tshwane Fresh Produce Market, attendees were blessed with battle-tested wisdom from someone who had walked the challenging path from startup to success.
Kobela, a qualified pilot, said when he started farming, he used to make multiple trips every night to deliver his cucumbers to the market. Sometimes he’d sleep in his car between deliveries as he couldn’t afford to waste fuel driving back and forth.
Today, Kobela’s operation has scaled dramatically – he now delivers once and no longer needs to personally transport his produce. His journey offers practical insights for farmers seeking to maximise profits through strategic crop planning and market navigation.
Master One Crop First: The Strategic Specialisation Approach for New Farmers
Contrary to conventional wisdom that often emphasises diversification, Kobela advocates for a laser-focused approach when starting out. “Pick one product and master it completely. I chose cucumbers and stayed with them until I understood every aspect of growing, harvesting and marketing them,” he advised.
This strategy of specialisation allowed him to perfect his growing techniques for consistent quality, understand seasonal price fluctuations intimately, build a reputation as a reliable supplier for a specific product, streamline operations and reduce learning curves.
“Only once you’ve mastered one product should you consider expanding,” said Kobela, adding that farmers often try to grow everything at once and end up doing nothing particularly well.
Know Your Numbers: Why Understanding Production Capacity Is Critical for Farm Success
One of Kobela’s most emphatic points concerned the critical importance of understanding production capacity before pursuing larger buyers.
He stressed that farmers need to know exactly how much they can produce on a daily and weekly basis before approaching retailers as nothing destroys your reputation faster than promising volumes you can’t consistently deliver.
He shared how he meticulously tracked his cucumber production for months, noting daily harvest quantities, quality distribution (premium vs. standard grade), seasonal variations in output and labour requirements per unit of production.
This data-driven approach allowed him to confidently negotiate with buyers, knowing precisely what he could reliably supply. “Retailers don’t want to hear excuses about why you couldn’t deliver what you promised. They want predictability, and that starts with you knowing your numbers,” Kobela said.
Why Fresh Produce Markets Beat Retail Contracts for New Farmers
Perhaps Kobela’s most contrarian advice challenged the common aspiration of new farmers to secure retail contracts immediately.
“The fresh produce market is your proving ground. Too many farmers want to jump straight to retailers, but the market is where you learn the fundamentals of your business,” he stated.
He outlined several compelling reasons to build a foundation at fresh produce markets like Tshwane. “At the market, you’re guaranteed to be paid within five days of delivering your consignment while with retailers, you might wait 30, 60 or even 90 days for payment, which creates serious cashflow challenges for small farmers.
“The market gives you a wide delivery window. If your truck breaks down or your workers are late, you still have options. Retailers often have narrow receiving windows and if you miss it by 15 minutes, they might reject your entire load. Also with the market, you can deliver whatever quantity you have available without penalties. There’s no contract saying you must supply a certain amount every week, which gives new farmers room to learn and adjust,” explains Kobela.
He added that if you deliver consistently throughout the week, you can potentially be paid every day and this helps in managing cash flow, especially when you’re starting out and every cent matters.
He said the market is where experienced farmers, agents and buyers gather. “It’s where I met my mentor who helped me through my toughest business challenges. These relationships are invaluable.”
Building a Farm Brand Through Consistency and Quality
Reflecting on his own journey, Kobela told the audience consistency is the currency of credibility in farming.
“When I started, no one knew me or trusted me,” he recalled. “I had to prove myself by delivering quality cucumbers day after day, week after week, without fail. Eventually, buyers started asking for ‘Kobela’s cucumbers’ specifically.”
This reputation for reliability created the foundation for scaling his business.
The Value of Market Mentorship
Kobela was refreshingly honest about the challenges he faced, including financial difficulties that nearly ended his farming career.
“There was a point where I was seriously considering giving up,” he admitted. “I approached a mentor I’d met at the market and laid out my problems. His guidance helped me reorganise my operation and weather that storm.”
While clearly an advocate for the fresh produce market system, Kobela didn’t shy away from addressing its shortcomings. He acknowledged that the 13-15% commission structure is a painful point for many farmers. “I believe markets should consider a more equitable approach where, after covering operational costs, excess revenue is returned to farmers.”
From Market Stalls to Sustainable Growth: Lessons from Korema Farms
Having established his credentials at the fresh produce market, Kobela explained how this foundation enabled successful retail relationships later.
“When I eventually approached retailers, I had data to back up my capability claims. I could show consistent production volumes, quality metrics and a track record of reliable delivery. This completely changes the negotiation dynamic.”
He emphasised that the market remains a cornerstone of his business strategy, even as he develops retail partnerships. “I never became exclusively tied to retailers because the market provides stability and flexibility. If a retailer rejects my produce for any reason, I still have an immediate alternative channel.”
As Kobela concluded his presentation, he left attendees with a vision of how strategic crop planning and market navigation create the foundation for significant growth.
“I’ve gone from sleeping in my car between market deliveries to building a farming operation that supports multiple families,” he reflected. “The market was my university, my bank and my network all in one.”
