By Lebogang Mashala
In celebration of Workers’ Month, AgriMark, the retail arm of the KAL Group, is highlighting one of its dedicated individuals, Cedrico Rhode. He has risen through the ranks from trainee manager to regional manager at this retailer, which provides a wide range of products and services to the agricultural industry.
Rhode’s journey serves as a testament to the diverse career paths available in agriculture and the importance of investing in individuals who grow alongside the industry.
His career demonstrates that a rewarding profession in agriculture extends far beyond traditional farming. Today, the sector is closely linked with retail, technology, sustainability, logistics, finance, marketing and even urban development.
“I appreciate that my job offers such diversity; you need to know a little about everything to work in an agri-retail environment,” he says.
Rhode grew up on an export farm in the Koue Bokkeveld, where he developed a lifelong interest in agriculture by witnessing the production of export fruit firsthand. This passion led him to join AgriMark in 2009 as a trainee manager at branches in Stellenbosch and Paarl.
From Farm Roots to Retail Leadership
Today, he serves as the regional manager for AgriMark, overseeing some of the Western Cape’s most significant agricultural export production areas. This includes managing 14 AgriMark business units in the Breede River district, which spans from Montagu and the Little Karoo in the north to Hermanus and Bredasdorp in the south.
“Every branch I worked at felt like the start of something new,” Rhode reflected. “Waking up each day with a fresh approach, celebrating both big and small wins, and learning from any losses all motivate me.”
He credited his experience at AgriMark for helping him develop strong communication and management skills.
“From a customer perspective, my time with AgriMark Operations has enabled me to connect with a diverse range of customers and foster an openness to listening to their needs. I’ve also learned the importance of listening to my colleagues, especially to what is left unsaid. It has been incredibly rewarding to witness the growth of those around me as I’ve advanced in my career.”
Cedrico attributes his success as a manager today to a targeted talent development programme offered by AgriMark, which helped him progress from a trainee to the position of Regional Operations Manager.
Cultivating Talent
Arno Abeln, AgriMark’s Managing Director, explained the company has a long-standing junior branch manager development programme designed for high-potential individuals.
“During this intensive 18-month in-service training programme for retail managers, candidates are immersed in supply chain management, retail operations and the diverse range of customers served by AgriMark. They are also mentored by senior managers within the company,” he said.
To be considered for this programme, candidates must meet several criteria, including holding a national diploma in either agricultural sales and service management or another relevant field, such as retail or business management. They must also demonstrate the potential to fulfil the company’s talent needs.
“These talent management strategies benefit the business by playing a crucial role in nurturing and retaining top talent while enabling employees to reach their full potential,” Abeln added.
Rhode has also completed both the Management and Senior Management Development Programmes at Stellenbosch University as part of the company’s commitment to developing leadership talent.
For anyone looking to advance their career in agriculture, Rhode offers the following advice: “Ask all the uncomfortable questions, even those that make you feel uncertain. Be a sponge for information in every situation and stay open to learning. Volunteer for every project where you can learn and grow, as this is often where hidden passions emerge.”
He emphasises the importance of looking beyond your immediate work environment, especially in agriculture, where the landscape is constantly changing. “You must always be aware of global developments and remain relevant in the face of these changes,” he advised.
Lastly, he believes maintaining a positive attitude is essential. “I strive to remain positive regardless of the situation. I approach challenges as if we have already won. Once we embark on a project, I aim to see it through to successful completion. I believe it’s just a matter of figuring out how we will succeed,” he stated.
Abeln encourages anyone starting their career to consider opportunities in agriculture and retail. “AgriMark is always on the lookout for talent and is committed to ensuring a continuous pipeline of skilled professionals for the business. We are passionate about helping people realise we are part of a dynamic industry with immense growth potential and fulfilling career paths,” he concluded.
