Agriculture is one of South Africa’s strongest pillars for economic growth and job creation. With the right support systems, emerging farmers and agri-SMMEs can drive food security, develop rural areas, and expand exports. Even so, many farmers face challenges such as limited market access, lack of funding, and compliance barriers to scaling their agribusiness.
The annual Joburg Market Farmers and SMME Day held at the Joburg Market in City Deep, Johannesburg, on the 23rd of October 2025, brought together farmers, entrepreneurs, exhibitors, financial institutions, and government representatives to find feasible solutions for growth and participation in the agriculture sector. The event served as a powerful call to action for building food security and driving inclusive economic growth in the city
About the Event
Over 600 attendees walked through the gates during this event, and 76 exhibitors were in attendance. Among these were emerging farmers, SMMEs, and industry leaders. The event tackled the pressing challenges faced by the local agricultural sector, creating a productive space for dialogue, networking, and solutions that empower small businesses and foster growth. The day featured stalls from farmers and entrepreneurs showcasing their products and innovations.
Opening the event, Joburg Market CEO Sello Makhubela emphasised that the gathering was more than a ceremonial showcase; it is 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.
Getting to Know Joburg Market – The Biggest Fresh Produce Hub
The Joburg Market provides trading facilities for both smallholder farmers and large commercial farmers, and improves the buyers’ experience of fresh produce procurement at Joburg Market.
The market is second-ranked in the country and bigger than 17 other local markets. The Market serves about 5 000 farmers from across South Africa who send their fresh produce to be traded to a large buyer base, averaging about 10 000 daily.
Trade operates via a commission system, with the market charging the producer a mere 5% commission on all sales made on the commission floor. A further negotiable levy of 7,5% is paid to market agents for selling produce on behalf of the farmer. Trade takes place in three Foodhubs, namely: Fruit Hub, Potato and Onion Hub, and Vegetable Hub, measuring a total of 65 000m2.
As value-adding services, the market has 55 cold rooms which can accommodate 4 561 pallets of fresh produce, and 50 banana ripening rooms which can handle 1 590 pallets of bananas at any one time.
A Place for Inclusion and Growth
The Farmers and SMME day highlighted equal opportunities for small-scale farmers and emerging farmers as well.
Addressing attendees, MMC Mnisi underscored the importance of the agricultural sector as a critical driver of economic development and job creation, while also pointing out persistent barriers: “While we see agriculture as a key economic driver, issues like market access, financing, and land availability continue to impede growth. This event offers valuable solutions and actionable knowledge that can help overcome these obstacles.”
Building Capacity and Knowledge
Many small-scale farmers still lack the technical knowledge that is needed to comply with requirements and maintain quality standards. Joburg Market’s capacity-building programmes aim to close that gap through training on food safety, post-harvest handling, and regulatory compliance.
Funding remains a problem for most farmers, especially those who are starting. With this being recognised, Joburg Market has collaborated with major final institutions to assist farmers in accessing finance opportunities.
Driving Transformation in Agriculture
Recurring challenges pinpointed at the event included limited access, post-harvest losses, and a lack of business management skills.
It also emphasised the role of institutions like Joburg Market to lead transformation in infrastructure, information, and access to finance. During the closing address, there was a message that echoed clearly that agriculture is the solution that would open the economic potential of South Africa.
Through the consistent investment in infrastructure, training, and market access, small-scale farmers can be the major players in feeding the country and economic growth.
The Joburg Market event was a great event as farmers and entrepreneurs gained practical knowledge on how to access the market and be able to get funding to be able to grow their agri-business and contribute to the country’s economy, which will lead to job creation and development in the agriculture sector.
Agriculture is one of South Africa’s strongest pillars for economic growth and job creation. With the right support systems, emerging farmers and agri-SMMEs can drive food security, develop rural areas, Read More
