The annual Joburg Market Farmers’ and SMME Day, held today, served as a powerful call to action for building food security and driving inclusive economic growth in the city.
Opening the event, Joburg Market CEO Sello Makhubela emphasised that the gathering was more than a ceremonial showcase — it was a commitment to transformation.
“This event calls on us to reimagine the role of fresh produce markets as catalysts for food security, economic development, climate resilience, and social inclusion,” he said.
Under the theme “Enhancing Market Access”, the second edition of the event aligned closely with the Joburg Market’s strategic objectives and the City’s Growth and Development Strategy. Makhubela also launched the ‘From Farm to Market’ campaign, an initiative aimed at breaking down barriers such as limited market access, funding challenges, and skills gaps.
“By connecting small-scale farmers and SMMEs with key industry players, we are creating real opportunities to grow businesses, improve skills, and address financial constraints,” he added.
The day featured stalls from farmers and entrepreneurs showcasing their products and innovations. Among them was Thobeka Ndabula, whose 100% fruit juice business has grown significantly through exposure at such initiatives.
Agrimall was also present, offering support to agricultural stakeholders through grant funding, training, and business advisory services. One of the highlights was the address by Ramon Rahme, Director of King Cut, who shared his journey from working alongside his father to launching his own agro-processing business. He encouraged farmers to persevere through challenges, reminding them that “luck often comes to those who persist”.
However, township-based farmers used the platform to voice their frustrations about limited institutional support, citing a need for tractors, seeds, and tools to expand their operations. Makhubela acknowledged these concerns, reaffirming the Joburg Market’s commitment to providing more inclusive access to resources and opportunities across the agricultural value chain.
Written by Tinyiko Barbara Ngobeni