Imbizo 2026 | ‘We’re not just social media farmers – we’re building real value chains’

The agricultural landscape in South Africa is undergoing a profound transformation as traditional market systems increasingly embrace digital platforms, according to industry leaders who gathered at the recent African Farming Agri-Development Imbizo 2026 held in Pretoria to discuss how digitisation is reshaping the sector.

By Maile Matsimela, digital editor at African Farming

Direct Access Revolution for Emerging Farmers

Thando Magane from Fresh Nest Farming highlighted how digitisation has democratised market access for smaller-scale farmers. “Digital platforms give us direct access to consumers,” Magane noted, explaining how social media and online platforms have allowed her business to bypass traditional intermediaries and build direct relationships with customers.

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This direct access model has been particularly transformative for emerging farmers who previously struggled to access formal market channels. Through digital platforms, farmers can now showcase their products, build brand recognition and secure better prices for their produce.

Technology as an Investment and Integration Tool

Diale Tilo from the Kgodiso Development Fund and PepsiCo SA presented a corporate perspective on digital transformation, revealing significant investments in market integration platforms. “We made an investment in digital market integration platforms for input suppliers, funders, farmers and off-takers,” Tilo explained.

These platforms are creating comprehensive ecosystems where transactions can be concluded digitally, from procurement of inputs to final sales. The technology enables farmers to list their produce, receive offers and complete transactions entirely through mobile applications, streamlining the entire value chain.

Building Authentic Digital Brands

Sizo Tshabalala from Tshabalala Foods addressed the challenge of establishing credibility in the digital space. “The key is being intentional about how you use social media to market what you do,” Tshabalala emphasised, warning against becoming merely a “social media farmer” without substance.

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Authenticity has become crucial as consumers increasingly verify claims made on digital platforms. Successful digital farmers are those who combine a strong online presence with proven track records and quality products that can withstand scrutiny.

Supply Chain Transparency and Efficiency

The panel highlighted how digital platforms are creating unprecedented transparency in agricultural supply chains. Farmers can now track market prices in real time, understand demand patterns and make informed decisions about what to plant and when to harvest.

This transparency is reducing information asymmetries that previously disadvantaged small-scale farmers, allowing them to compete more effectively with established agricultural operations.

Challenges and Opportunities Ahead

Despite the opportunities, the speakers acknowledged challenges in digital adoption. These include digital literacy gaps, infrastructure limitations in rural areas and the need for farmers to develop new skills alongside traditional farming expertise.

Also read: Imbizo 2026 | Farmer Sizo Tshabalala shares pain, perseverance and rising again

However, the consensus was clear: Farmers who fail to embrace digital transformation risk being left behind. As one panellist noted, “AI [artificial intelligence] is here, the digital era has encroached and it is upon us. If we don’t utilise it, we’re going to be left behind.”

Future of Agricultural Markets

The discussion revealed a future where traditional and digital markets will continue to coexist and complement each other. Rather than complete replacement, the trend is towards integration, where traditional market structures are enhanced with digital tools to improve efficiency, transparency and accessibility.

The transformation is creating new opportunities for farmers to become true entrepreneurs, building sustainable value chains that extend beyond simple production to encompass marketing, branding and direct customer relationships.

As South Africa’s agricultural sector continues to evolve, the marriage of traditional market knowledge with digital innovation appears to be creating a more inclusive and efficient system that benefits farmers, consumers and the broader food value chain.

African Farming Agri-Development Imbizo 2026

The African Farming Agri-Development Imbizo 2026 took place on 26 and 27 March at Time Square Hotel in Pretoria. This two-day event brought together more than 200 farmers, agribusiness entrepreneurs, policymakers, financiers and industry leaders. The goal was clear: To align resources, unlock opportunities and strengthen partnerships that will accelerate the growth of South Africa’s new generation of commercial farmers.

Hosted by African Farming, the Imbizo builds on a strong commitment to advancing black commercial agriculture through information-sharing, networking and development-driven platforms.