At the heart of the Beefmaster Group’s feedlot operations in Christiana, where efficiency, precision and teamwork drive large-scale beef production, Puleng Phahlane plays a vital role behind the scenes.
By Lebogang Mashala, editor at African Farming
As Senior Administrator, she helps ensure that the complex machinery of daily operations runs smoothly. Yet her journey into this position is anything but conventional.
Puleng’s story is one of resilience, initiative and a willingness to step beyond defined roles. A journey that reflects both personal determination and the opportunities that exist within South Africa’s agricultural sector.
Born and raised in Senekal in the Free State, Puleng faced adversity early in life, losing her father at the age of six. Raised by her mother, whose strength and perseverance became her greatest inspiration, she developed a mindset rooted in hard work and self-belief.
She joined Beefmaster Group in 2013, not in an office, but on horseback as a junior pen rider in the feedlot’s adaptation unit. Her responsibility was to monitor newly arrived cattle, ensuring they adjusted to their new environment and feeding programme, a task requiring patience, attentiveness and a keen eye for animal behaviour.
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Breaking Barriers: Heavy Machinery and New Horizons
A subsequent transfer to the irrigation department presented a potential setback. “There was a risk of becoming invisible,” she recalls. But instead of settling into the background, Puleng made a deliberate choice to stand out.
Determined to grow, she approached her manager and volunteered to assist wherever needed. That decision opened an unexpected door. Within days, she was given the opportunity to operate a front-end loader under the guidance of the fleet operations foreman.
In a male-dominated environment, Puleng embraced the challenge. For three months, she operated the machine while learning on the job, taking in feedback and continuously improving her skills.
“That experience taught me that opportunity is not defined by gender, but by willingness and capability,” she says.
Her breakthrough into administration came in October 2014, when she was asked to assist with office work following a vacancy. What began as temporary support quickly evolved into a new career path. She was appointed as a Junior Admin Assistant and, through consistent performance and growth, was promoted to Senior Administrator in March 2016.
Today, Puleng’s role is central to the smooth functioning of the feedlot. She manages time and attendance systems across departments, coordinates employee inductions, processes job cards and supports payroll administration. While often unseen, her work is critical to maintaining operational efficiency.
She attributes much of her development to the company’s supportive environment. “Beefmaster has given me opportunities to learn and grow, even beyond my immediate responsibilities,” she explains.
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Inspiring the Next Generation of Women in Agriculture
For Puleng, however, the most rewarding aspect of her role lies in the people. “There is a strong, positive workplace culture. I enjoy solving problems and building relationships with colleagues across departments.”
Her journey mirrors the broader vision of the Beefmaster Group, a business committed not only to producing high-quality beef for local and international markets, but also to developing its people as part of a sustainable agricultural value chain.
Puleng is particularly passionate about encouraging young women to consider careers in agriculture. Her message is clear: The industry is full of opportunities for those willing to learn and take initiative.
“Agriculture has so much potential,” she says. “Be curious, ask questions and don’t be afraid to get your hands dirty. Most importantly, don’t let anyone tell you it’s a man’s world. Women bring valuable perspectives and skills that the industry needs.”
Her story is a powerful reminder that careers in agriculture are not always linear. Sometimes, they are built through courage, curiosity and the willingness to step forward when opportunity arises – or to create them yourself.
Puleng Phahlane has done exactly that, carving out a meaningful role in an industry that feeds the nation.
Also read:
Former female teacher now herds over 200 Beefmaster cattle
The female farmer who refused to undervalue her work – and built a winning business
Investing in genetics: How Beefmaster farmer Dr Lesia built a thriving enterprise
