Sello Makhubela, Acting CEO of Joburg Market, said potatoes raked in nearly R3 billion in sales last year. The market welcomes over 14 000 daily customers, drawn by fresh, affordable produce straight from the farms. Potatoes are so important they have their own dedicated hall at the market.

Makhubela also reminded buyers that the market is now cashless—registering for a Buyer’s Card is quick and easy with an ID or passport. Tuesdays and Thursdays remain the busiest days.

The event brought together key industry players. Wesgrow, a certified seed supplier, joined the celebrations, while Dani Marais from Provision Agri introduced a new variety called Moonlight—ideal for chips, mash, and salads. Food innovation company Freddy Hirsch showcased a potato-based spice blend, Heroes, perfect for braising and cooking.

Deon van Zyl from Grow reflected on how potato varieties have evolved. “Back in the day, we had three main types—Vanderplank, BP1, and Up-to-Date, which made up nearly 90% of the market. Varieties like Mondial and Sifra only arrived about 20 years ago, offering better yields and quality.”

Deon also noted South Africa’s unique position in the global potato market: “While many countries can only grow for six months, we produce potatoes all year round.”

Long-time agent Johan Meyer from DW Fresh shared his journey: “I started in 1995 with my dad, who was in the business for 50 years. It’s a family tradition.” He reflected on the shift from handwritten records to digital systems, from 15 kg to 10 kg pockets, and the rise of small farmers and informal traders.

Potato Day was a reminder of how this humble crop connects the fields to the table, and how Joburg Market keeps the city and the economy thriving.

Written by Rholani Maluleka