At the beginning of August, Maile Matsimela and I stepped into the heart of White River, Mpumalanga, where a growing success story is taking shape. At the gate of Cultivate Trading’s avocado oil processing facility, the energy was palpable. Owner Žarko Tarić was deep in discussion with officials from the Limpopo Department of Agriculture and Rural Development, exploring the possibility of expanding this model into their province. It’s a sign that what’s happening here has the power to reshape agriculture far beyond Mpumalanga.
By Maphuti Mongatane, Business Development Manager at African Farming
A Vision Rooted In Local Strength
Cultivate Trading began operations in March 2023, and in just over a year it already runs with the confidence and organisation of a seasoned enterprise. The facility transforms the region’s avocado bounty into high-quality crude avocado oil for global markets including Japan, Italy, Mexico, Portugal, the Netherlands, Cyprus, Turkey and the US.
The process is straightforward yet precise: crushing avocados, mixing and softening the paste, then separating the oil from water and solids. The result? A nutrient-rich oil with a smoke point of 300°C healthier and more versatile than olive oil. While current exports are in bulk tanks, Phase II will introduce refined oil production and launch a proudly local Mpumalanga retail brand. Tarić openly acknowledges the support that helped him reach this point: “We were able to get assistance from the Department of Small Business Development, which made a huge difference in moving this vision forward.”
Purpose-driven Growth
Cultivate Trading’s mission is simple but powerful:
- Produce premium avocado oil that captures the essence of South Africa’s agricultural heritage;
- Create sustainable incomes by supporting local farmers and rural communities; and
- Open global markets to small and medium growers.
Already, more than 100 local suppliers and five packhouses feed the facility, which processes up to 4,500 tonnes per season, employing 25 people directly and creating more than 80 indirect jobs in logistics and support. Tarić explains: “We have created co-ops, women and youth structures, and included them in our future plans. We are providing training, and soon we’ll be introducing an exclusive Regenerative Organic Production certificate – one that will bring South Africa to the tables of the world.
“I’ll buy everything you have, whether you bring one tonne or hundreds,” he adds. “We grow together.”
Limpopo: The Next Frontier
The Limpopo Department of Agriculture and Rural Development’s interest is no accident. Expansion plans are built on a solid formula:
- Secure supply of at least 600 tonnes per month for five to six months annually;
- Promote high-density Hass planting;
- Prioritise organic certification for premium markets; and
- Mobilise farmers with government-backed training and infrastructure.
This model aligns perfectly with the Presidential Initiative to plant 10 million trees in five years – a plan that promises jobs, rural economic growth and food security.
It’s More Than Oil, It’s A Movement
Women’s organisations are already part of the ownership and profit-sharing structure, ensuring inclusivity from the ground up. A commitment to organic production ensures readiness for changing global market demands. Phase II in White River will add 100 direct jobs and more than 1 000 indirect opportunities, while introducing a South African retail brand designed to compete globally.
Long term, Cultivate Trading aims to expand into other avocado-producing provinces such as Limpopo and KwaZulu-Natal, underpinned by community orchards and export-driven growth. “This is more than oil,” Tarić says. “We’re building sustainable incomes, creating jobs and putting South Africa on the map. If we start now, we can change the future of farming forever.”
A Global Role For Žarko Tarić
The impact of Tarić’s leadership is now being recognised internationally. He has been appointed by the President of the Chamber of Commerce of Serbia as the honorary representative in sub-Saharan Africa.
This appointment underscores his dual role:
- Driving sustainable agricultural transformation in Africa through ventures such as Cultivate Trading and
- Acting as a bridge between Serbia and sub-Saharan Africa, fostering international trade, cooperation and development.
As founder of the Serbia Africa Investment Forum (SAIF), general director of Minatar (Pty) Ltd and Cultivate Trading (Pty) Ltd, and director of the International Foundation for Sustainable Peace and Development (IFSPD), Žarko Tarić continues to champion growth, opportunity and global collaboration.
From village farms to international shelves, Cultivate Trading is proof that with vision, collaboration and commitment, South Africa’s agricultural future is not just promising, it’s already in motion.
