By Maphuti Mongatane
In a world where agricultural market challenges are many, one powerful question stands out: Why not?
Why not build modern, transparent and fair markets? Why not empower women and youth farmers? Why not strengthen systems so that every producer can trade confidently, get paid on time, and grow their business?
These questions shaped the Youth Farmers’ Market Access Information Day, hosted by the Tshwane Fresh Produce Market in collaboration with African Farming on Monday, 30 June 2025. The event took place at the Tshwane Market Management Building’s Council Chambers, giving youth farmers practical knowledge to build profitable and sustainable agri-enterprises.
Boipelo Phale, Market Development and Transformation Director at Tshwane Market, shared a powerful message throughout the day: “We have a responsibility to farmers. Our systems must be transparent, our pricing fair and payments made on time. A system that fails to capture agreements accurately is a system that fails the farmer.”
She emphasised that the market’s role does not end at the sale. There is a clear duty to continue supporting farmers with packaging guidance, transparent transport, food safety and compliance education.
Boipelo highlighted that building a reliable, standardised system is non-negotiable. Whether addressing a pricing error, delayed payments or concerns about market agents, farmers deserve clarity and confidence at every step. “We must record everything accurately, uphold agreed prices and deliver fair turnaround times. That is how we protect farmers and safeguard the value chain,” she explained.
The Youth Farmers’ Market Access Information Day was a call to action, urging every stakeholder to work together toward a fairer, smarter and more inclusive market.
Practical Knowledge and Skills
Beyond Boipelo’s core message, participants gained first-hand insight through a guided market tour, learning how the trading floor operates. Knowledge-sharing sessions followed, covering grading, packaging, contracts and business requirements for commercial market access.
Tshwane Market’s Mallard Letsoalo advised: “If you can deliver the same quantity every week, with reliable quality, you build trust. That trust becomes your leverage.”
Building Strategic Partnerships
The event also showcased how working with municipalities, agencies and experts helps solve bigger challenges beyond pricing, such as water security, solar energy, transport and packaging innovations.
Product Control for Agriculture (PROKON) noted the importance of affordable access to essentials like water and packaging, while Agricultural Produce Agents Council (APAC) highlighted that trustworthy, standardised systems are crucial to protecting farmers from exploitation.
Gloria Monama from Product Control for Agriculture (PROKON) reminded farmers: “Your farm is a business. Understand pricing, negotiate fairly, maintain your contracts and keep a consistent supply.”
Our Shared Vision
As partners, African Farming and Tshwane Market are committed to engaging young farmers directly and empowering them with the skills, information and confidence to succeed. We believe that creating small, focused sessions like this will allow deeper interaction and meaningful conversations, putting knowledge directly into the hands of those who need it most.
Boipelo closed with a challenge that sets the tone for future collaborations: “Together, through courage, partnership and transparency, we can transform our markets and build trust that lasts.”
As African Farming, we are proud to stand with Tshwane Market to support, uplift and empower South Africa’s next generation of commercial farmers. We look forward to many more impactful engagements because why not build a better, fairer, more inclusive agricultural market for everyone?
