By Maile Matsimela
Third-generation farmer Hlobisile Yende of Yende & Partners advocates for collaboration among farmers. She challenges the traditional “gatekeeping” mindset that keeps knowledge and resources closely guarded.
“Agriculture has enough room for everyone to succeed, and by mentoring others and sharing resources, we strengthen the entire sector.” She envisions a community of farmers working together, each specialising in complementary areas that create a robust agricultural network.
Speaking at the African Farming Production and Financial Workshop at the Tshwane Market, Yende shared how she didn’t follow the traditional path into farming. With a background in psychology rather than agriculture, she stepped into her family’s farming legacy, guided by her grandfather’s wisdom that “with agriculture, you’ll never go hungry.” Her journey accelerated during the COVID-19 pandemic when she witnessed firsthand how the agricultural sector remained resilient while other industries faltered.
“The pandemic showed us that people will always need food regardless of economic challenges. That’s when I truly committed to transforming our family farm into a modern agricultural enterprise,” she said.
Unlike the single-crop method many traditional farmers use, Yende has adopted a carefully balanced portfolio of agricultural ventures. She emphasises that successful diversification requires strategic planning, not merely adding random crops or livestock.
Many farmers make the mistake of trying to do everything at once,” she notes. “I’ve learned to select complementary ventures that support each other and align with market demands.
Her farm produces quick-yield cash crops like butternut squash to ensure consistent revenue while maintaining traditional livestock and grain production for long-term stability. This balanced approach has enabled her business to withstand market fluctuations and seasonal challenges.
What truly sets Yende apart is her commitment to conducting thorough market research before making production decisions. She tailors her crops and quality standards to meet the demands of various market segments—from premium produce for farmers’ markets to bulk goods for processors and retailers.
“Understanding your market is just as important as understanding your soil. I’ve learned through experience that growing the best crop means nothing if you don’t have the right buyers lined up,” she says.
This market-first mentality has enabled her to avoid costly mistakes and minimise waste, leading to a more sustainable and profitable operation.
Despite being a third-generation farmer, Yende actively sought mentorship from agricultural experts to enhance her knowledge and skills. Participation in various mentorship programs transformed her approach to farming, introducing her to modern techniques such as soil analysis and efficiency management, which doubled her crop yields.
“Even with a family history in farming, there was so much I didn’t know,” she admits. “The mentors who took time to share their knowledge gave me years of experience in months. That’s why I believe so strongly in passing on what I’ve learned.”
Yende has developed a “self-sustaining ecosystem” on her farm, where nothing goes to waste. Animal manure fertilises crop fields, while crop residues supplement animal feed. This integrated approach has significantly reduced her dependence on external inputs and lowered production costs.
“When your farm operates as an ecosystem, you’re not just more sustainable environmentally – you’re more resilient financially because every aspect of the farm supports another part of the operation,” she explains.
One of Yende’s favourite analogies is what she calls the “Red Car Theory”—the phenomenon where you suddenly notice red cars everywhere after buying one yourself. She applies this concept to opportunity recognition in farming. “Once you’re tuned into agricultural opportunities, you start seeing possibilities everywhere,” she says. “Markets that others overlook, partnerships that others might not consider, or innovative uses for what might otherwise be considered waste.”
Yende’s vision extends beyond her farm gates. She is actively working to create networks of complementary farmers who can share resources, knowledge, and market access. By encouraging specialisation while maintaining collaborative relationships, she believes the entire agricultural sector can become more efficient and resilient.
“We don’t need to see other farmers as competition,” Yende emphasises. “When I help a neighbour improve their production methods or connect them with buyers, I’m strengthening the entire agricultural ecosystem that I’m part of.”
Perhaps most importantly, Yende views farming as a calling and a business. She combines respect for traditional agricultural wisdom with an entrepreneur’s eye for innovation and market opportunity.
The future of farming belongs to those who can balance tradition with innovation. We need to honour the agricultural knowledge passed down through generations while embracing new technologies and collaborative approaches that will lead us into the future.
Through her example, Yende is not just growing crops – she’s cultivating a new vision for agriculture that challenges isolation and competition in favour of collaboration, mentorship, and shared success.
