By Maphuti Mongatane
In the rural community of Schaumburg, near Skeerpoort in North West, a bold new vision for agriculture is being realised, and Shell South Africa is helping lead the charge.
Through a dynamic partnership with Earth Hub Africa and the MTN SA Foundation, Shell is enabling young farmers to move from traditional subsistence farming to precision-driven, technology-enabled agribusiness. The goal is to unlock scale, boost efficiency and create long-term opportunities where they are needed most.
Launched as part of MTN’s flagship 21 Days of Y’ello Care campaign, the Smart Farmer Support Programme brings together a powerful ecosystem of tools, training and market pathways. At the heart of the initiative is Shell’s investment in cutting-edge automation technology that is already transforming how these farmers work.
“Shell’s automation investment is a game-changer,” says Tsakani Mashaba, the founder of Earth Hub Africa. “The state-of-the-art automated weeder and seedling transplanter give small-scale farmers a competitive edge that was previously out of reach. It enables them to meet market demands and grow sustainable businesses.”
For participating farmers, the benefits are real and immediate: the ability to scale up operations, ensure consistent quality and compete in formal markets.
“This is how we build a supply chain that works,” Mashaba says. “When emerging farmers can deliver quality produce on time, they’re no longer ‘emerging’ – they’re competitive.”
Shell’s vision for sustainable farming
Mpho Mokoena, services and technical manager at Shell South Africa, is playing a key role in driving this initiative. For him, the work is about much more than technology; it’s also about empowering a new generation of farmers.
“Our Shell Supporting Farm of the Future initiative aims to introduce young and aspiring farmers to future technologies, especially digital solutions, for sustainable farming,” he says. “What excites me most is seeing youth take an interest in agriculture and embrace this learning journey. Our future as a country depends on it.”
For Shell, this partnership aligns with a broader commitment to enterprise development and inclusive economic growth.
“Our core strategy is anchored in enterprise development and sustainable inclusivity,” Mokoena says. “We are intentional about supporting community programmes that build skills and stimulate local economies. This partnership with Earth Hub Africa is a perfect fit.”
Why automation matters
“Automation is central to our sustainability strategy,” Mokoena explains Shell’s investment in automation for small-scale farmers. “It promotes digital solutions that reduce environmental impact, while ensuring long-term sustainability of key resources like land. Our products and services are designed to support this vision.”
He acknowledges that cost is often a barrier, but through business training and support, farmers are learning to see the long-term value of investing in automation. “Sustainable profitability, improved production and reliability of output far outweigh the initial costs,” he says.
Shell also provides ongoing support to farmers through digital platforms like LubeMatch and LubeCoach Academy, which offer 24/7 access to technical information to help maintain the equipment.
A model for broader impact
Beyond the fields, the initiative is also supporting digital learning at Schaumburg Combined School, where the MTN SA Foundation has provided 25 computers to help rural learners build pathways into the digital economy.
As the programme gains momentum, there is growing belief that this model can be expanded to rural economies across South Africa.
“When communities partner with industry leaders and we combine food security with innovation, we see real transformation,” says Nazareth Tekeste, general manager at Shell South Africa Lubricants and LSC, representing the broader partnership. “Shell’s contribution shows the power of big industry stepping into rural development with purpose.”
A message to corporate South Africa
Mokoena believes more companies should get involved. “It is our responsibility as corporate citizens to develop programmes that benefit youth and support economic growth. We must partner with communities at grassroots level to unlock the true potential of South Africa’s economy.”
The bigger picture
For Earth Hub Africa, this is about building a sustainable agricultural system that delivers food, creates jobs and drives real value. “We are not just planting seedlings – we are also planting futures,” Mashaba says. “And with partners like Shell, those futures look brighter than ever.”
Shell South Africa’s role in this initiative is more than a one-off donation. It’s a blueprint for how large corporates can drive meaningful, scalable impact in rural enterprise – and a call to action for other companies.
At African Farming, we will be watching closely, because the future of farming in South Africa depends on partnerships like these.
More to read:
Mining company, Shell and organic farmer team up to empower youth through agriculture
‘Produce quality and the market will come knocking’ – award-winning farmer Farai Mtanga
