For many emerging and small-scale farmers, one of the biggest challenges comes after the harvest: Where do I sell my produce? What does the market require? How should it be graded and packaged? And how do I access formal markets?
Through its farmer education initiatives, Joburg Market is helping farmers find these answers by travelling to farming communities and taking valuable market knowledge directly to farmers across South Africa.
The workshops provide practical guidance on produce grading, quality standards, packaging, pricing, logistics, compliance and market access. The aim is to equip farmers with the knowledge and confidence they need to move beyond production and build sustainable, market-ready farming businesses.
“Food security begins with empowered farmers. By working together with partners who share our vision, we can create lasting opportunities for farmers and strengthen South Africa’s agricultural future,” says Joburg Market CEO, Sello Makhubela.
Also read: ‘The market gate is not locked’ – Six strategies for smallholder farmers to gain real market access
Three market access tips for farmers:
- Understand your market.
- Produce with the market in mind.
- Position your business for the opportunities ahead.
Bringing opportunities closer to farmers
A key strength of these workshops is the opportunity for farmers to engage directly with industry leaders, government representatives, market agents, financial institutions and other agricultural stakeholders.
These connections can be invaluable. A conversation may help a farmer better understand market requirements, discover a funding opportunity or connect with an organisation that can support the next stage of their business.
Also read: Forward-thinking initiative helps 25 rural women farmers crack market barriers
Growing farmers, strengthening food security
As Africa’s largest fresh produce market, Joburg Market plays an important role in connecting fresh produce with buyers and ultimately with the communities that depend on affordable and nutritious food.
Supporting farmers to become stronger and more market-ready is therefore about more than growing individual businesses. It is an investment in South Africa’s food security.
Every farmer who better understands quality standards, every producer who becomes ready to supply formal markets and every farming business that grows sustainably contributes to a stronger agricultural sector.
As Joburg Market continues to expand its farmer education initiatives, its focus remains on reaching more communities, strengthening partnerships and creating pathways for more producers to participate meaningfully in the agricultural economy.
Also read:
Why not? A shared call to transform South Africa’s fresh produce markets
Inside the market day connecting SA’s smallholder farmers to markets, inputs and support
