THE WOMEN WHO MAKE AGRICULTURE GROW - FOUNDING FAMILIES OF RSA GROUP - SUMMER 2020 EDITION RSA GROUP
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summer 2020 eDition
rsA GrouP
the Women
Who mAKe
AGricuLture
GroW
FounDinG
FAmiLies oF
rsA GrouP
our ProuD
ProDucers
FEDERATED FARMERS follows a Farmer-First® Philosophy is registered with APAC supplies major retailers in South Africa has over 20 years’ experience in retail is the extension of the farmer in retail deals with all sales and administration has the ability to manage listings on behalf of farmers is loyalty driven is 100% transparent
rsa group fresh thymes
contents
ArticLes neWs contriButors
4 Letter from the editor 15 Pineapple export troubles eased Lindi Botha
by demand from home brewers Denene Erasmus
6 Letter from the CEO Suries Erasmus
16 Behind the scenes: A few words Pieter Dempsey
7 Consistency is the key on company communication Magda du Toit
to a successful sales Jonell Fourie
career 17 Introducing Project Wall Street Johan Koen
Glenneis Kriel
8 Fresh produce traders 19 ‘SA likely to see increase in Jacques Moller
need protection after private fresh produce markets’ Pamela Mondliwa
impact of COVID-19 Delia Nourse
20 SA farmers have to apply Jaco Oosthuizen
10 News from our inputs more cost-effectively Lloyd Phillips
markets Litha Sabio
21 A crash course in virtual Marelize Scholtz
18 A different perspective conferencing Gerhard Wentzel
26 Strong relationships 22 Technology takes spotlight EdITORIAL TEAm
Produced by Farmer’s Weekly for RSA Group.
the foundation of during COVID-19 lockdown
Editor: Denene Erasmus
agri success Art director: Vian Roos
22 Low consumer confidence can Designer: Louis Kruger
Copy editors: Janine Ryan,
28 A women-empowered mean slow recovery for economy
Paul Sulter, and Fanie de Villiers
future for agriculture 087 087 8878
23 Subtracting hunger, adding hope farmersweekly.co.za
30 Women in agriculture PRINTING
Qualimark Printing.
32 Family ties on the
market floor sPeciAL PuLL cOVER STORIES:
RSA Group’s Fresh cOPyRIGHT © 2020 FARmER’S
out section Thymes Summer WEEkLy & RSA GROuP
All rights reserved. No part of this
Turn to page 18 2020 Edition looks
33 A fruitful career back on the fresh
publication may be reproduced,
distributed, or transmitted without the
and a balanced life produce industry prior written permission of the publisher.
and company
developments in
34 Recipe: Loubieh bi zeit 2020, and looks
dIScLAImER
While due care has been taken to
forward to what ensure accuracy, RSA Group and
35 3 minutes with Khumo the sector can Farmer’s Weekly are not liable for any
Shongwe expect in 2021. errors in product listings or availability,
supplied pricing, or any other information.
summer 2020 edition 3
rsa group fresh thymes
A good year for
agriculture
It is a welcome opportunity to be able to
collaborate on a publication like Fresh Thymes,
which shines the spotlight on the good work
being done by farmers and other stakeholders
in the agriculture sector. Although the stories
collected in this publication offer only a glimpse
at the good work being done by businesses like
RSA Group to support South Africans in need,
every page is proof of the fact that, during this
very hard year, the food and farming industries
were beacons of hope for our country.
After experiencing one of the harshest
lockdowns in the world, imposed to slow the
spread of COVID-19, more than two million
South Africans lost their jobs as businesses
were forced to close. The effect on the South
African economy has been devastating.
South Africans who were barely getting by
before the start of the COVID-19 pandemic
found themselves in even more desperate
situations. One of the most urgent needs during
this year was to support the most vulnerable in our society with the basics
they needed to survive, such as food. Across the country, in every province,
members of the farming sector came together to launch food aid initiatives.
Earlier this year, just a few weeks before our lives were so irrevocably changed by the
human and economic tragedy wrought by the pandemic, Chief Justice Mogoeng Mogoeng
said to farmers at the Grain SA Congress in Bothaville: “You could have chosen to be
doctors, lawyers, or any other profession, but chose instead to pursue a very unique calling
that ignorant people look down upon: producing food. Thank you, thank you, thank you!”
Now, people have come to understand how impossible life would be without farmers,
farmworkers, and all the other people involved in the production and distribution of
food. Roughly a quarter of South Africa’s population is food insecure and this situation
will only worsen as our unemployment figures rise and economic problems deepen.
South Africans need to start seeing and appreciating the local farming sector for what it
is; a national asset. It was one of the only economic sectors to contribute to GDP growth
during the first three quarters of 2020. According to the Bureau for Food and Agricultural
Policy’s (BFAP) Baseline Agricultural Outlook for the period 2020 to 2029, agriculture
GDP was projected to grow 13% this year. This is not only because the sector was able
to continue trading during the lockdown, but because farmers delivered a bumper
maize crop of 15,5 million tons, export prices of major fruits surged, and overall sales of
agricultural produce in the first four months of the COVID-19 pandemic were strong.
But no matter how well the sector performs, if the rest of the economy does not lift
up its head, people will simply not have the money to buy the food farmers produce.
Some farmers, especially those who produce high-value products, may
find refuge in export markets, but for the majority, who produce basic
foodstuffs that rely on local consumption, the farming sector’s fortunes
remain intrinsically linked to South Africa’s economic future.
Denene erasmus
Editor, Farmer’s Weekly
4 summer 2020 edition
rsa group fresh thymes
Freshness matters
more in tough times
South Africa took a series of hard knocks in 2020
as we responded to COVID-19. While there’s
no guarantee that we’ll avoid the second wave
currently affecting so many countries across the
world, we need to get our economy moving – fast!
Few would argue that it’s time for a fresh start.
Fresh is an important concept at RSA Group.
It has been a key part of our payoff line for some
years, and it’s the idea that defines the quality
produce we sell and the way we think about our
business, right through to the title of this magazine.
So, what will a fresh start look like for
our business and our industry?
At an industry level, a fresh start will
require more of the attitude and skills we
showed during lockdown: the ability to keep
learning and growing, and to face all of the
challenges, big and small, that come our way.
As consumer confidence slowly returns
and our borders open up, I have no doubt
that our fundamentally can-do attitude will
serve the fresh produce industry very well. But it’s also important to remember that
our challenges are not only COVID-19-related. For example, our Mandaryn Boerdery
profile in this issue highlights the drought in the Eastern Cape, which presents a much
bigger and more ominous challenge. And yet I am confident that our community
will find a way to keep moving forward. Resilience is one of our key features.
At RSA Group, our new Business Intelligence project is currently in its pilot
phase. This is a big development, and will play a major role in fulfilling our vision
to truly be the Wall Street of fresh produce, an organisation with data insight at the
core of all its operations and relationships. Being more data-driven will give the
RSA Group brand a significant edge on the market and allow us to outperform our
competitors. To my mind, this project is the definition of a business staying fresh.
You’ll find more detail about Project Wall Street inside these pages, which are also
filled with news, stories, and insights that show how fortunate our industry is to be
so well equipped to keep doing nationally important business in the months ahead.
With freshness very much in mind, this issue also offers us the pleasure of
some wisdom from RSA Group senior Gerhard Wentzel. Gerhard has been with
the group for 25 years, and he has reflected on this vast experience to give us a
few insights on the forces influencing what we do, and how we go about doing
it. Reading his words reminded me of the many fascinating conversations I had
with RSA Group founder Mike Loutfie in the early days of the company. You can
read more about RSA Group’s history inside, but in summary, Mike’s philosophy
on how to do good, positive business was very similar to Gerhard’s.
Gerhard tells us that success and staying fresh require an attitude to business that
embraces ongoing learning, no matter who you are or how long you’ve been in the
business. Yup, that’s right. In the fresh produce industry, all of us, of all ages, really have
little choice if we want to keep growing a positive future. We must learn new tricks!
Jaco Oosthuizen
CEO, RSA Group
6 summer 2020 edition
Consistency is the key to
a successful sales career
Gerhard Wentzel, RSA Group stalwart, offers some words of wisdom about the qualities that
a successful salesperson requires, and how he or she can build a fulfilling, lucrative and lasting
career in the fresh produce industry.
S ales people in the fresh
produce sector often work
under huge pressure, both
from farmers and themselves,
to achieve certain prices and
Keep learning
Passion for the business and a
willingness to learn are crucial
drivers of success. No matter
how old you are, or how long
volumes. When you work you’ve been in the business, there
under this kind of pressure, is always more, and something
there’s always a risk of making new, to learn. Let’s be clear,
bad decisions, because you get there’s no such thing as ‘gut feel’
caught in the moment instead of in this game, and there never
talking your business partners has been. The feeling you get
through the situation by offering that you’re pricing correctly
them accurate, market-relevant has to be based on accurate
information. This is why it’s information, not your gut.
so important to be able to keep This is a marathon, not a 100m
a calm head in all situations. race. You build a successful
The best sales performers have future by being willing to
the ability to remain objective learn on a daily basis, always
and balanced under pressure. seeking out the right market
Our challenge isn’t sales; it’s information and focusing
to build strong relationships on developing strong client
with farmers. And strong relationships. As golf legend
relationships are defined Gary Player once said: “The more
primarily by trust and honesty, I practise, the luckier I get.”
which are supported by financial
and sales performance. When
you have a strong relationship
Our challenge
with a farmer, your ability to isn’t sales; it’s
make the right decisions at the answer is this: why are you in this ABOVE:
Gerhard Wentzel,
to build strong
right time steadily improves. business? If your first answer is
Excellent communication is money, you might want to relook
photographed
here with his
relationships
critical here. If you have the your thinking. In my 25 years as grandchildren,
stresses the
with farmers
right information at hand and a market agent, I’ve never been importance of
communicate it well, you will money-driven. I’ve focused, keeping up to date RSA Group’s future will be
with the latest
make the right decisions. instead, on being results-driven. market information. defined by the ability of our
If you focus on delivering the best supplied senior staff to transfer their
Results first, results for you and the farmer, the knowledge, skills, and insights
money second money will come automatically. to new generations. There is no
As you become more successful, This is a logical approach. room in our organisation for
you might be tempted to start Results are much more fear or jealousy in this process.
walking a little bit slower, to take important than what you earn And besides, these things get
it easy and work fewer hours. personally. If you’re focused in the way of personal success.
But no one can discover prices primarily on personal wealth, Our ability to succeed in our
accurately without excellent there’s a danger you’ll develop a own careers relies on the
information. If you neglect your hit-and-run approach to business strength of RSA Group as a
access to up-to-date, market- where you sell only at high prices. whole. To keep on succeeding
relevant information, you’re But you could trap yourself personally, we have to help
finished, and it doesn’t matter how with this. If you’re driven only grow the company successfully.
long you’ve been in the business! by money, and a farmer’s prices If we all surround ourselves
The big question that fresh change, your relationship with with people we can learn from,
produce sales agents need to this person will quickly die. we’ll have a strong team!
summer 2020 edition 7
rsa group fresh thymes
Fresh produce supply chain
needs protection after
impact of COVID-19
South Africa’s fresh Many South Africans are unaware Many people have no idea where the fresh
produce supply chain of how robust and resilient the produce sold in supermarkets and taxi ranks
ensures that consumers country’s fresh produce supply chain is, or of comes from, but we would all be affected
how big a role informal traders, independent if the system broke down for any reason.
across the socio- retailers and small businesses play in buying Trading in fresh produce markets is
economic spectrum and selling of fresh produce in the country, based on free market principles, which
have reliable access especially in rural areas and townships. means they offer all participants the
to fruit and vegetables Supermarket shelves have remained advantage of effective price discovery.
throughout the year. stocked with fresh produce during No matter the size of the farmer or
Informal vendors and the lockdown, reassuring consumers the buyer, every business interacting at
that they do not have to worry about the market is able to participate in - and
entrepreneurial traders
food shortages during this time. contribute to - a price discovery process
are vital links in this But unfortunately, many street hawkers, that factors in a wide range of supply and
chain, says Jaco independent retailers and small businesses demand forces; from weather, to seasonal
Oosthuizen, CEO have seen their operations significantly demand, to unique forces such as COVID-19.
of RSA Group. curtailed, causing supply disruptions for
consumers who rely on these traders.
Adapted from an article first published Street hawkers have played a central part ‘The lockdown
in Cape Argus on 14 May 2020. in the South African fresh produce supply has shown us just
chain for many decades. Their flexible,
mobile businesses offer easy access for
how fortunate
many people to fresh fruit and vegetables. we are in terms
Similarly, independent retailers play an of fresh produce
important, but unacknowledged, role.
According to an article by the University
food security’
of the Western Cape’s Institute for Poverty,
Land and Agrarian Studies’ website, Plaas. Crucial to the mix are the sales agencies,
org.za, the South African street food trade who enable effective price discovery and
sector alone “supports an estimated who act as the matchmaker between sellers
500 000 livelihoods nationally, and accounts and buyers. Think of the market as the
for 40% of the informal township economy.” aggregator, and the sales agencies as the
In addition, the article says, “surveys force that allows farmers and buyers to
suggest that up to 70% of households usually interact with each other on the platform.
source food from informal outlets.” The platform is neutral and price
A halt in trading is thus not only a huge discovery doesn’t favour any one party.
issue for these businesses, many of which This means small farmers can supply big
operate on a subsistence level, but also for retailers, while informal traders and other
their customers, who rely on the convenient small, independent businesses are able to
access they offer for essential nutrition. gain access to the same quality product, at
Government recently announced that the same price as major supermarket chains.
it was taking steps to help the informal The story of the Mooketsi and
trade and this is 100% necessary. Polokwane regional markets illustrates
They play an essential role in ensuring the development potential of the
food security and as players within private fresh produce market model.
the fresh produce supply chain. The original Mooketsi Market featured
The SA’s fresh produce supply chain one producer and only a handful of buyers.
is a national asset, and consumers After the establishment of a commission
are experiencing its benefits during based free market system and the addition
the lockdown in the form of reliable of the Polokwane market, both markets
access to fruit and vegetables. evolved within months to feature
8 summer 2020 edition
more than 600 producers and a full The lockdown has shown us just how
basket of products, sold to more than fortunate we are in terms of fresh
15000 registered buyers. In less than produce food security. We have an
60 months, the combined producer sales aggregated, functional system that
and volumes at the two markets reached serves a wide variety of producers,
R242744761.10, via trades of 67812 tons retailers and consumers at all levels.
per annum. [source: Freshlinq data] We must do whatever we can to
Regardless of where or how they support our small, informal and
shop, South African consumers entrepreneurial fresh produce operators.
enjoy access to quality fresh produce They’re an essential part of a supply
within an affordable price range. chain we can’t afford to compromise.
summer 2020 edition 9
rsa group fresh thymes
News from our markets
RSA Group’s regional markets managed to record a number of notable achievements during a
trading period that was marked by many difficulties caused by the COVID-19 pandemic and
related lockdown. Congratulations to two key new appointments, Sonette Venter, who assumed
the position of trust accounts clerk for Regional Markets in October, and Dirk Liebenberg, who
joined the RSA Polokwane sales team as manager of the RSA Express section in August.
1 2
1: In March this year,
RSA Polokwane 6
successfully
completed its
move to the
new Freshlinq
Polokwane facility. September. In addition to this,
the market offers a variety of
2: During its first
year in operation, fresh produce unequalled by
RSA Vaal managed any market of similar size.
to become the
second-largest Congratulations to RSA Vaal’s
3
of RSA Group’s Adri Maartens, Gerhard Falch,
regional markets.
and the rest of the team on this
3: Despite being extraordinary performance.
the smallest of the
regional markets,
RSA Nelspruit rsa mooKetsi
handles about Maryna Swart, formerly from
double the volume
per square metre
the Regional Markets team,
of floor space than moved to the Mooketsi Market,
any other market effective October 2020. Swart
on which RSA
Group operates. has been with the Regional
Markets team from day one
4 5 4: Lenray van
Smaalen was and will perform a crucial role
appointed as in supporting the sales team
the financial
manager for RSA
on the Mooketsi Market. She
rsa poloKwane appointee Dirk Liebenberg, Tshwane and will support Mauritz Swart and
Since the move to the new who joined RSA Group in Regional Markets. Dikeledi Maila, who have done
Freshlinq Polokwane facility in August. The section is already 5: RSA Tshwane an excellent job in managing
March 2020, RSA Polokwane has growing at an impressive rate. welcomed three the Mooketsi sales function on
new members to
gone from strength to strength, its vegetable team.
their own since December 2019.
recording two separate record rsa vaal From left: Gustav One of the unique features of
sales months since the move. RSA Vaal, the newest addition Hofmeyr, Vic Britz Mooketsi is the high number of
and Wickus Britz.
This was achieved during a to Regional Markets, has far sales transactions recorded on
particularly challenging sales outperformed expectations. After 6: It took only two a daily basis. The market can
days of preparation
period. In addition to this, the trading for less than a year, RSA to open the new easily record hundreds of sales
market is sporting a newly Vaal is already the second-largest Midrand market transactions on any given day,
during the COVID-19
revamped RSA Express section of the Regional Markets, having pandemic.
an amount equalled by only a
under the guidance of new achieved a record turnover in select few sections in RSA Group.
10 summer 2020 editionrsa nelspruit
Similar to RSA Vaal, the Nelspruit
New appointments and
Market has achieved laudable
sales results. The market is by
arrivals at business units
far the smallest of the regional Despite the uncertainty and 2019, and those who showed
7: Lynn and Shawn
markets, but is still able to record Christianse from upheaval that characterised 2020 outstanding performance on
impressive sales volumes on a Freshworld due to the disruptions caused by the trading floor, were absorbed
welcomed baby Gia
continuous basis. RSA Nelspruit on 8 June 2020. the COVID-19 pandemic, RSA by IMS Joburg after completing
handles about double the volume Group and its business units the programme at the end of
per square metre of floor space 8: Leonor and were able to keep the business August 2020. They have made
Christo Stander of
than any other market on which Freshworld had going and growing. Several great use of the opportunity that
RSA Group operates. Well done baby Miekie on new appointments were made, RSA Group gave them and have
21 September 2020.
to Anton Meyer, Ruan Ritsen, and some of our staff welcomed proved to be great assets to the
and the rest of the Nelspruit 9: Congratulations their own new arrivals. But we company. They are Lebohang
to the Oracki family
team for a stellar trading on the birth of baby
also had to say goodbye to some Mofokeng (booking clerk on
performance over the past year. Isla, photographed long-serving staff who began tomatoes), Nomfundo Gamede
here with her father, their much-deserved retirement. (booking clerk on tomatoes), Avha
Jarred Oracki from
rsa tshwane IMS Free State. Patsy Janse van Rensburg, Masshau (assistant salesperson
Several new appointments were She was born on a trust account clerk at IMS on apples), Malusi Mhlungu
24 June 2020.
made at RSA Tshwane. Lenray Joburg, retired after 36 years of (gate stock controller on apples
van Smaalen was appointed as 10: Prior to the birth service on 30 September this and pears), Lihle Ngalo (floor
the financial manager for RSA of baby Sibahle year at the age of 72. After 12 assistant on apples and pears),
on 27 September
Tshwane and Regional Markets, 2020, Simphiwe years with the business, Mike and Mxoliso Kubheka (floor
Jason Lyon was appointed Radebe of IMS Demetriou, operations manager assistant on subtropical fruits).
Holdings received
as assistant salesperson on a hamper of handy at IMS Joburg, retired on Some of our employees saw
the potato section, Reinico baby goodies from 31 August 2020, at the age of 66. their families grow this year.
her colleagues.
Oosthuizen and Morné Breedt One of the key focus areas We congratulate Jarred Oracki
were appointed as assistant 11: Patsy Janse van of the business is to provide from IMS Free State, Simphiwe
salespersons on tomatoes, and Rensburg, a trust opportunities to the youth. Six Radebe of IMS Holdings,
account clerk at IMS
JP Kidson was appointed as an Joburg, retired after previously unemployed young Leonor and Christo Stander
assistant salesperson on onions. 36 years of service people who enrolled for IMS of Freshworld, and Lynn and
on 30 September
We also welcomed three new this year at the Joburg’s year-long learnership Shawn Christianse of Freshworld
members to our vegetable team, age of 72. programme in September on their new arrivals.
namely Gustav Hofmeyr, Vic
Britz, and Wickus Britz. During
2020 our family grew with the
birth of Suzaan and Jonathan
van Tonder’s daughter Zanmarie,
who was born on 3 September,
but we also said farewell to
one of RSA Tshwane’s most
loved and respected market
agents, André Leonard, who
retired from his role as market
agent at the end of June 2020. 7 8 9
rsa midrand
Following the temporary closure
of the Tshwane Market in June
this year due to an employee at
the market testing positive for
COVID-19, RSA Group worked
swiftly to open an alternative
trading facility in Midrand. The
facility opened on 26 June after
preparation of just two days. The
first day of business saw over 340
pallets of fresh produce for sale.
10 11
summer 2020 edition 11rsa group fresh thymes
Celebrating our SA heritage
This year on Heritage Day, a national holiday in September that recognises the cultural wealth of
South Africa, several of RSA Group’s branches and business units participated in celebrations by
dressing in traditional wear unique to some of South Africa’s cultural groups.
1 2 3
4 5 6
1: Slindile Mbele (left) and Kavita
Hardew from IMS Coastlands.
2: Thulani Hlatshwayo from IMS Coastlands.
3: Maggie Molosioa (left) and Nthabiseng
Lebanon from IMS Free State.
4: Ladies from the HR department at IMS
Holdings Joburg. From left: Nobuhle Tshuma,
Suraidag Rajah, and Millicent Mashatola.
5: From left: Linda Wood and Millicent
Ngobeni from IMS Joburg.
6: Ellie Chauke from IMS Joburg.
7: Gugu Radebe from IMS Joburg.
8: From left: Selinah Nymabi, Thava Chetty,
and Promise Sibanyoni from IMS Tshwane.
supplied
7 8
12 summer 2020 editionHonouring the women of RSA
This year, to celebrate Women’s Day, which took place on 9 August, the female employees
of RSA Joburg were treated to a special gift. Women’s Day in South Africa is held on this day
to commemorate the 1956 march of approximately 20 000 women to the Union Buildings in
Pretoria to petition against the country’s apartheid era pass laws.
1 2 3
4 5 6
7 8 9
1: From left; Elza Bliqnault, Linda 4: From left; Emma Mohlala, Dorcas Matlaile, 7: From left; Nomfundo Gamede, Linda
Wood and Wilma Haywood. Linda Wood and Pinocchio Shoqole. Wood and Valentia Kumalo.
2: From left; Thuli Mbedla, Linda 5: From left; Benedite Munyemana, Kerenn Vela, 8: Susan Makhubele (left) and Linda Wood.
Wood and Sharon Chupty. Basil Moutsatsos, Linda Wood and Marie Graham.
9: From left; Nozipho Mdhlalose, Alta Malan,
3: From left; Pinocchio Shoqole, Linda 6: Shaminu Sabumana (left) and Linda Wood. Linda Wood and Moreen Masiipa.
Wood and Emma Mohlala. supplied
summer 2020 edition 13rsa group fresh thymes
Top honours for RSA Group employees
Among the many highlights RIGHT: Gjalt
Hooghiemstra,
for RSA Group during group facilities
2020, one of the most manager at
RSA Group, was
memorable achievements appointed as the
was the appointment of new chairperson
Gjalt Hooghiemstra, group of the Institute of
Market Agents in
facilities manager at RSA Johannesburg
Group, as the new chairperson in 2020.
of the Institute of Market FAR RIGHT: Jonell
Agents in Johannesburg. Fourie, executive
Another high point was when personal assistant
to the CEO and CFO
the Professional Association for of RSA Group, was
Secretaries and Administrative selected as one of a worthy recognition of Fourie’s She began her career at RSA
the top six finalists
Assistants named Jonell Fourie, in the Professional extraordinary professionalism Group more than eight years ago
executive personal assistant to Association for and ability. She is responsible and has excelled in every role
Secretaries and
the CEO and CFO of RSA Group, Administrative
for the smooth running of the she has undertaken during this
as one of the top six finalists in Assistants’ PA of the Executive Management Office, time. Her willingness to complete
the PA of the Year competition. Year competition. while providing the office of the any task with a positive attitude
supplied
This national award recognises CEO and CFO with invaluable makes her a role model among
an individual whose endeavours support, exhibiting one of the her peers. Her upbeat personality
keep executives effective and highest levels of productivity seen and engaging personal style
able to focus on leading their in an assistant, while consistently enable her to interact effectively
organisations successfully. This is maintaining high standards with management at all
an outstanding achievement and for quality and accuracy. levels, clients, and staff.
New insights
1A 1B 2
1a & 1b: RSA Group did an activation in September targeting taxi ranks near the Midrand market, with particular focus on vendors and consumers
in Tembisa, Olievenhoutbosch, and Diepsloot. This exercise also provided us with valuable feedback for similar projects in the future.
2: One of the most anticipated book launches in the agriculture sector this year was the release of Wandile Sihlobo’s Finding Common Ground.
Sihlobo is the chief economist at the Agricultural Business Chamber and also a regular columnist for Business Day and Farmer’s Weekly.
According to the publisher of his book, Pan Macmillan South Africa, Finding Common Ground is a selection of key articles from Sihlobo’s regular
Business Day column, framed with insightful commentary and context. Here is Sihlobo signing some of his books for RSA Group.
supplied
14 summer 2020 editionPineapple export troubles eased
by demand from home brewers
While South African
pineapple growers
struggled to export
their produce during
lockdown, local sales
made up for the drop
in exports as citizens
turned to pineapples and
yeast to make home-
brewed beer. Pieter
Dempsey reports.
Pineapple producers in northern
KwaZulu-Natal have expressed
the hope that as the economies
in overseas countries start to
open up after the COVID-19
pandemic, exports will
recommence and even increase.
This was according to Josua
van Straaten, chairperson of the
Hluhluwe Pineapple Growers’
Association, who said exports
had almost come to a standstill
due to high airfreighting costs,
which had more than doubled,
as well as the trading restrictions
on the pineapple processing
and catering sectors, due to
the COVID-19 pandemic.
However, he said the losses
suffered as a result of slow
exports were at least partially
alleviated by an increase in local
demand for pineapples. The
demand for this tropical fruit on
the local market “unexpectedly
went through the roof” during
lockdown due to the banning of
liquor sales. “It has sparked the ABOVE: early April, the highest price announced by President Cyril
The surge in
home-brewing of pineapple beer, demand for achieved on fresh produce Ramaphosa at the end of March.
and we as producers welcome pineapples in South markets for an 8,5kg box of 10 Jaco Oosthuizen, CEO of RSA
Africa during the
the sudden prominence of lockdown drew
pineapples was R250, compared Group, told the dailymail.co.uk,
Queen [Victoria] pineapples.” international with the average price over the in an article that was shared
attention. RSA past two years of R50 to R60. by multiple news websites,
Group CEO Jaco
International interest Oosthuizen, was The significant surge in local that while COVID-19 had had
Farmer’s Weekly previously quoted in articles pineapple sales was also covered an impact on fresh produce
about the demand
reported that during March and for pineapples, in international news, with markets in South Africa, the
April, when the Level 5 lockdown featured dailymail.co.uk, for example, surge in pineapple sales and
was in place, the increase in on multiple reporting that daily pineapple prices showed “there is always
international
demand for pineapples resulted news sites. sales increased around 900% a market or a buyer for a
in a 200% jump in prices. In Supplied when the lockdown was product at the right price”.
summer 2020 edition 15rsa group fresh thymes
Behind the scenes: A few words
on company communication
Litha Sabio, who manages strategic communications for RSA Group in the office of the CEO,
provides a brief behind-the-scenes perspective of what the company’s various communications
programmes and initiatives entail.
R SA Group has grown
steadily over the years,
doubling the size of
its business every five years
since 2005. I manage strategic
communications for Jaco
Oosthuizen, CEO of RSA Group.
My team and I use specialist
communications service
providers when necessary. This
gives RSA Group the flexibility
to maintain its entrepreneurial
culture while also dealing
with the many ‘below-the-
surface’ demands that can face
a fast-growing organisation that
employs almost 1
000 people across
South Africa.
The
communications
engine room
comprises
external ABOVE & INSERT always expanding as the business
One of the
communications, most important grows, and the demands through
general internal tasks of RSA 2020 have been massive. To keep
Group’s strategic
communications, communications
up with the growing demands,
social media team to is manage we secured the services of Suries
management, the many requests Erasmus, who helps in all areas
received from
and brand the media for of communication. Fresh faces
custodianship. information from like Simphiwe Radebe, who has
RSA Group CEO,
But this ‘above- Jaco Oosthuizen, helped me craft a campaign for
the-surface’ who is regarded 2021, and Vegardt Koen, who gives
work represents as one of the us data insight in response to
key industry
only part of spokespeople for media queries, help a lot with the
what the CEO’s fresh produce. workload, but also with perspective.
Supplied
communications team does. and I work actively to ensure These new appointees have
Rolling out special projects, such the group’s communication is helped add insight not only
as the Fresh Thymes Magazine, not only consistently aligned to how we might do things
the 2021 RSA Group calendar, to its brand identity, but better, but also with respect to
and the Project Wall Street also able to drive the overall how we can think differently
Business Intelligence initiative, business strategy forward. Key in response to challenges.
for example, requires extensive functions in this context include Looking forward, RSA Group’s
work to make sure everything meeting corporate reporting approach to managing the rising
is a success. And, of course, the requirements, partnering with tide of communications demands
group often has several such industry bodies and stakeholder will be to stay lean, and keep
initiatives running in parallel. groups, and interacting with thinking smart. Our structure is
Together with the CEO, the rest the media on a daily basis. designed to be flexible and ensure
of the communications team The range of requirements is quick decision-making from the top.
16 summer 2020 editionIntroducing Project Wall Street
Project Wall Street is RSA Group’s Business Intelligence platform implementation project.
Jacques Moller, MD of Freshvest and Business Intelligence Project Owner, says it will play a
major role in fulfilling the group’s vision to truly be the Wall Street of fresh produce.
A s the world accelerates
towards the Internet
of Things (IoT), all the
seemingly small details of
commercial interactions are
economy. We need
to make sure we
keep apace with
this change and
take advantage
tracked, recorded and leveraged of the business
as business decision-making benefits that new
data points. This cascade of approaches offer.
information is growing at a rapid Project Wall
rate, creating many opportunities Street is a self-
for RSA Group to innovate and service BI and
better serve our producers, buyers analytics platform
and other business stakeholders. where the insight-
Our Farmer-First® philosophy generation process
requires us to offer excellent is decentralised to
service that creates a competitive enable information
edge for producers and workers in each core RSA Group ABOVE: The platform will:
RSA Group aims
buyers. Within this context, business domain to create to be the Wall • Standardise analysis across the
the ability to offer access to and assess specific BI Street of fresh organisation, improve accuracy,
produce in order
fresh produce data insights reports, queries, and conduct to better serve its
and ensure data quality;
and near real-time business analysis themselves. producers, buyers, • Ensure that data can be easily
intelligence (BI) is an and business accessed at near real time, or
stakeholders.
important part of improving the insight- Project Wall within the next business day;
the efficiency and accuracy of • Create a single data platform
our broad service offering.
generation Street is a step in
this direction.
to serve as a single point or ‘one
Project Wall Street is process WILL BE SUPPLIED
version of truth’ for decision
an important step to RSA decentralised making across the organisation;
Group becoming a more • Facilitate faster operational
data-driven organisation The platform extracts business responses to issues identified through
that leverages information value from data drawn from the KPI performance indicator
to drive the proactive and internal systems and external data on interactive dashboards;
ongoing measurement of all sources, and converts it into • Ensure that the tools and
key operations and activities meaningful information that interactive dashboards are
related to the services we supports the business decisions designed for quick and easy use;
deliver. The business case taken by our information • Improve reporting capability,
for the project is compelling, consumers. With this project including financial reporting and
and has the potential to add we strive to enable our leaders report consolidation.
considerable long-term value to make faster and smarter
to our organisation and decisions than ever before. Implementation
stakeholders. RSA Group The platform follows a phased
Business Units will be able The platform at a glance implementation approach. The
to use new BI capabilities to The governed self-service roll-out will be broken into sprints,
analyse data more quickly and centralised data platform and BI with each sprint focused on a
discover new opportunities faster, solution will ultimately replace business area, in this order:
with significant business value RSA Group’s existing strategic • Sales and customer service;
gained from the insights drawn reporting and analytical methods • Finance;
from the data and information. with a fully integrated and self- • Management accounting;
While RSA Group already service data platform. All data • Procurement;
has access to the best data in sources (internal or external) and • Product marketing
the industry, the nature of information from active RSA The Sales and customer service
data gathering and analysis businesses will be consolidated sprint began on 20 November
is changing across the global in an easy-to-use BI front-end. and will end on 20 December.
summer 2020 edition 17rsa group fresh thymes
A different perspective
Litha Sabio, head of strategic communications for RSA Group in the office of the CEO, reflects
on her own surprising ties with the multifaceted history of this industry-leading fresh produce
business.
SUPPLIED
T his issue of Fresh Thymes
sees a series of articles on
the history of RSA Group.
While we’re all connected in
2020 through our work with the
many years later
our life paths
recrossed, in a new
context. In a very
different time and
much of a hint of this from his
unassuming family. I slowly
grew to understand that he
was an influential figure, but
I was still unprepared for the
company, many of our links run space, and without packed church and outpouring
far deeper than business, and any reference to of love at his funeral. It really
overlap in surprising ways. The the Loutfies, I was something to behold.
series will uncover some of these was invited by The RSA Group story we’ve
LITHA SABIO
hidden connections and cast fresh Johan Koen and started to tell in this issue
light on both RSA Group’s history Jaco Oosthuizen expands into a wider narrative,
and its vision for the future. to join the RSA I believe we’ll read about a lot
My own experience offers an Group family. Since I first of similar, overlapping personal
excellent example of the depth stepped into RSA Group’s and professional journeys.
of some of our ties. My work Joburg offices to be greeted by I also think that ultimately,
history with RSA Group hasn’t a photo of a young Mike and each of these stories shares
been long, but, strangely, my Alma at the reception desk, I TOP: a single, simple idea: at RSA
Litha Sabio,
time with Mike Loutfie’s family knew it would be a journey into head of strategic Group we are connected by
has been. I first met the Loutfies the past as well as the future. communications life as much as by business.
for RSA Group in
as a teenager, when I became I knew little of Mike and the office of the
So, we hope you’ll enjoy
friends with Mike and Nadya’s Nadya’s work in those young CEO, says that the the RSA Group stories and
daughters. We shared young years, other than that it had to team at RSA Group history in this issue, and that
are connected by
adult life. Our children were also do with fruit and vegetables. life as much as by as we recognise and celebrate
close growing up, and retain I sensed that Mike was a business, which all of our connections, the
sets the group apart
a cousin-like relationship. legend through my interactions as a business. strength of our community
And then, as so often happens, with others, but I never got Rsa GROup FaCeBOOK will continue to grow.
18 summer 2020 editionFresh fruit and veg key to national
health and agri sector growth
Dr William Li’s conversation with Jaco Oosthuizen at this year’s Fresh Connections: Southern
Africa Conference, hosted by the Produce Marketing Association, showed how new thinking
about fresh produce could impact national health, and spur growth in the agriculture sector.
S outh Africa has coped how good fresh produce tastes,
SUPPLIED
bravely with the direct and how exciting it can be to eat.
medical threat of COVID-19, Oosthuizen concurs, while
but the pandemic has nonetheless raising the fact that as the
exposed how vulnerable local world moves toward viewing
communities are in terms of fresh produce as an exciting
baseline health. The virus has part of the modern culinary
posed particularly severe risks experience, the South African
for people with underlying health agri sector could enjoy significant
conditions, with obesity and commercial benefits.
Non-Communicable Diseases “The evolution of thinking
(NCDs) underpinning many about fresh produce could
DR WILLIAM LI
COVID-19 hospital admissions. potentially drive a strong global
According to a recent article growth trend,” he says. “We only
issued by the Association of have to look at the how sharply
Diatetics in South Africa, the work on the relationship global demand for garlic and
country is currently fighting between diet and illness. ginger, which both have probiotic
a range of diet-related health “It was a fascinating properties, shot up during the
concerns, including: conversation,” says Oosthuizen. COVID-19 pandemic to see how
• more than a quarter of “Dr Li cast light on the new powerful the combination of
the female adult population approach to thinking about the health benefits and tastiness can
is overweight, and more relationship between diet and be. When consumers perceive
than a third obese disease, particularly cancers. It’s both benefits in a product,
• it is estimated that 269 000 now a clinically accepted fact demand for certain produce
NDCs related deaths occur that strong immune systems lines can grow dramatically,
in the country annually are essential to well being, over short time periods.”
• while the prevalence of and that eating more fruit and The question then is; could
overweight among children vegetables defends the mind a changing global approach
is increasing, child under- and body against major health to the importance of fresh
nutrition persists, with stunting threats. This has important produce in ours diet mean a
rates for children under 5 years implications for our country in boom time for local farmers?
showing no reduction from the terms of the relationship between “Fresh produce growth
27% figure reported in 2016 diet and national health.” prospects look positive, and
It’s within this worrying sustainable over the long term,”
socio-economic context that emphasis of fresh Oosthuizen concludes.
Jaco Oosthuizen, CEO of RSA Oosthuizen and Dr Li’s “But of course farmers still
Group, South Africa’s leading discussion made it clear that have to be in a position to
fresh produce sales organisation, eating fruits and vegetables is the maximise the opportunity. At
chatted to world leading one thing all people can easily do RSA Group we work really hard
nutrition expert, Dr William Li, to boost their immune systems. with them to make sure we
at the 2020 Produce Marketing And yet, regardless of socio grow and learn through major
Association (PMA) conference. economic status, globally citizens operational challenges like
Dr Li is a physician, scientist are still not eating nearly enough COVID-19, and then develop
and the author of the global fresh produce. Dr Li emphasised compelling produce brands able
bestselling book EAT TO BEAT the importance of moving beyond to succeed in local and export
DISEASE. He has served on the thinking in terms of ‘good vs markets. Ultimately the changes
faculties of Harvard Medical bad’ to change eating attitudes being pioneered by the likes
School, Tufts University, and and dietary behaviour. Instead of Dr Li are very encouraging,
Dartmouth Medical School of focusing on the negatives of and hopefully hard and smart
and is recognised across poor diet, he says, communities work from our industry will
the world for his pioneering will benefit from emphasising see us take full advantage.”
summer 2020 edition 19Fresh Connections Southern Africa Virtual Conference 2020
Fresh produce sector yet to break into online market
Online grocery shopping is these will then build a loyal as there is also a question
a trend that has accelerated following. As shoppers surrounding reduced packaging.”
rapidly as a result of the become more comfortable with Commenting on changes that
COVID-19 pandemic. It is shopping online for fruit and had taken place in the value chain
expected to be here to stay, vegetables, [this will increase].” as a result of the pandemic, Ingrid
which poses a challenge for He noted, however, that Vanstreels, key account manager
the fresh produce industry as there were limitations to home at the Port of Antwerp Authority
these items are normally lacking deliveries to informal settlements, BELOW: in Belgium, said that buyers
in ‘home-delivery baskets’. which still presented the biggest Online shopping is were looking at diversifying
a growing trend that
Speakers at the Produce market in South Africa. has been fuelled their procurement areas.
Marketing Association’s Fresh Another trend that had by the COVID-19 “We’ve learnt not to rely on
pandemic. The
Connections Southern Africa emerged during the pandemic fresh produce
just one source of fresh produce,
Virtual Conference said that was consumer demand for fewer industry will but to spread our procurement
consumers were wary of quality ‘touch points’ on their groceries. have to act fast across regions. This bodes well
to make sure
and freshness when ordering “People want products that consumers add for South Africa, as the new way
groceries online, which meant have not been physically handled, fruit and vegetables of thinking could lead to greater
to their online
that perishables like fresh which also poses a challenge for shopping lists. interest in fresh produce from
produce were often omitted. fresh produce sections, especially Getty Images this country.” – Lindi Botha
‘People want
products that
have not
been handled’
The preference for seeing and
feeling fruit and vegetables
before buying them was also an
obstacle to virtual shopping.
Conor Powell, last-mile
solutions manager at CHEP Sub-
Saharan Africa, a global supply
chain platform, said that while
there was currently no solution to
the challenges posed by shopping
for fresh produce online, having
trust in a supermarket brand to
deliver quality was paramount.
“Consumers will stick to
the supermarkets they trust
to deliver good quality, and
SA farmers have to apply inputs more cost-effectively
The use of farm inputs will require Prof. Ferdi Meyer, managing director of at government level, including
increasingly meticulous management the Bureau for Food and Agricultural the repair and improvement of
if farmers are to remain sustainable. Policy, noted that the use of shade netting infrastructure. “Going forward, we’ll
This was according to speakers at in farming had already increased 300% see greater competition for water,
the Produce Marketing Association’s in a quest to improve water efficiency. and agriculture will not be getting
Fresh Connections Southern Africa “The question is, how much more can any more. So using what we have
Virtual Conference, who stressed we improve at farm level? On the other more efficiently will be crucial.”
that this applied both to water usage hand, we’re seeing huge losses of water Dr Sifiso Ntombela, chief economist
and its increasing scarcity, and between the dams and the farm gate.” at the National Agricultural Marketing
to chemical usage as dictated by Meyer said that better management Council, added that the scarcity
consumers and export markets. of water resources was required of water and a changing climate
20 summer 2020 editionA crash course
in virtual
conferencing
Suries Erasmus joined RSA Group
as a communications assistant in
August, and found herself thrown
in the deep end. With no prior
knowledge of the Produce Marketing
Association (PMA) or its Southern
Africa Fresh Connections conference,
she had to field questions from
attendees and man RSA Group’s
booth at this year’s conference, a
virtual event for the first time.
Erasmus explains how she had to
swiftly familiarise herself with this
new world of fresh produce marketing.
In 2019, RSA Group, as one
of the key sponsors of the
Produce Marketing Association’s
Fresh Connections conference
in Cape Town, had a stand
at the event. This featured a
gin bar and a virtual reality ABOVE: tasked with being a concierge of the CEO at RSA Group.
New to RSA Group’s
booth where attendees could communications at our virtual visitors’ booth. Each person who ‘visited’ the
put on a headset and ‘stroll’ team, Suries My responsibilities included booth was entered into a draw for
Erasmus (left) had
through Joburg Market. to learn the ropes
answering questions posted an RSA Group hamper. Although
quickly during the by attendees via video calls or we did not have as many
Produce Marketing direct messages and manning attendees as we had anticipated,
‘THIS unusual Association’s
Fresh Connections the virtual booth. This was my those who visited our booth were
EXPERIENCE Southern Africa first experience of engaging impressed with the interaction
KICK-STARTED Virtual Conference
in August. with customers in this way. provided on the platform.
The first day brought several All in all, unfortunately,
mY CAREER AT Fortunately, she
had the support technical challenges, as we the conference was not up
RSA GROUP’ of seasoned
professionals, such were not quite sure what to to the usual standard, due
as RSA Group’s expect, but by the second day to a number of technical
Welmar Ras (right).
RSA Group’s participation Supplied things were running much more difficulties introduced by
at this year’s conference was smoothly. I was also able to refer the virtual environment.
rather different. Due to the all queries from potential new This unusual and challenging
COVID-19 pandemic, the event business partners to Welmar experience kick-started my
was hosted virtually, and I was Ras, who works in the office career at RSA Group.
would necessitate that farmers reducing their carbon footprint. Then we deal with these, and issues surrounding
operate with the future in mind. can capitalise on new opportunities.” minimum residue levels, to ensure
“Water efficiencies can only be driven Ntombela said that, apart from that markets remain open.”
to a certain level. Consider diversification environmental issues, market access Although the weaker rand had
or producing in areas that are more suited was one of the greatest issues facing benefitted exporters of fresh produce,
to your crop and so require fewer inputs. farmers. According to him, most of the Meyer warned that this had to be balanced
“On a governmental level, South fresh produce grown in South Africa with the higher import costs of inputs.
Africa has dropped the ball. More was export-orientated, and over the past “There are opportunities to
investment is needed into solutions that few years the industry had encountered produce more fertiliser locally and
can help us cope with climate change. phytosanitary problems that had interventions are needed there,
Government needs to have a practical resulted in a number of lost markets. but seed prices are skyrocketing
understanding of what the market “We need to build capable and we will remain dependent on
will demand from farmers in terms of government departments that can imports,” he said. – Lindi Botha
summer 2020 edition 21Technology takes call orders with a delivery or curb-
side pick-up; suddenly curb-side
spotlight during pick-up was a new logistical solution
for deliveries,” Scholtz said.
cOVId-19 lockdown In terms of in-store shopping, the trend
of big sales over weekends shifted to a
The impact of COVID-19 and related more unpredictable model as shoppers
lockdown on the retail sector has resulted would choose to shop on days that
in many shifts in the way business is were not very busy to avoid crowds.
conducted. However, the most significant “On the supply side, retailers could
shift has been seen in the change in not plan more than one day ahead.
e-commerce. This was according to On top of this, there was the store’s
Marelize Scholtz, managing director ability to cope with the additional
of RSA Group’s Federated Farmers. safety measures that were put in place.
Scholtz explained that an online People did not only shop on price;
presence became a differentiator perceived health and safety measure
for retailers during the lockdown, [also] rose to higher importance.”
as customers could not or did Scholtz added that technology that ABOVE; Marelize Scholtz
not want to go to stores. had always been available, but had supplied
“We saw the incredible rise of been resisted by many, suddenly
Checkers’ Sixty60; we saw Pick n Pay became the new way of life. This of the catering and hospitality industry,
buying the Bottles app; and we saw included contactless payments, as well as people wanting to eat fresh
Woolworths talking about deliveries that payments over cell phones, and working and healthy food. Record sales were
could take weeks to happen just because with almost no physical cash. recorded for garlic, ginger, and lemons.
of the sheer volumes of online trading. Apart from the increase in the use of “The changes that COVID-19
“Out of this, a diverse range of technology, the sales of fresh produce has brought will potentially have
opportunities arose. Independent also increased during lockdown, due to a long-lasting effect on how we
retailers opened up to email or restrictions that prohibited the operation do business,” Scholtz said.
Low consumer confidence can mean slow recovery for economy
The COVID-19 pandemic has an assessment of the Meanwhile, the closure of
SUPPLIED
resulted in significant strain on the quality of the product the borders during lockdown
global and local economy, leading relative to price. This had had a significant
to very low consumer confidence has been especially true negative impact on cross-
levels, but the agriculture sector has through the pandemic. border trade, affecting
performed well. This was according “Fresh produce producers with strong export
to Johan Koen, CFO of RSA Group. performs well relative concerns. “The combination
“Despite significant challenges, to other food purchase of low consumer confidence
national food security, and access options. Here, a and slumping exports has
to fresh produce, has been good combination of value been difficult for producers
throughout [the lockdown] thanks for money and the to manage, strategically and
to the collaboration between farmers health benefits of fresh operationally. Hopefully,
JOHAN KOEN
and different stakeholder groups.” produce (relative to the opening of borders
However, consumer confidence other foodstuff like and improved consumer
remained low, he said. “The more meat, frozen food, confidence levels will ease
constrained consumers feel with regard and fast food) are positive. There is the burden in the last quarter of the year.”
to budget, the more likely they are to evidence that global demand for fresh Koen said that in order to survive in such
prioritise value for money spent. Demand produce is ticking upward, even within a challenging environment, accurate, up-to-
for fresh produce lines perceived as the generally recessionary climate.” date information was key. “Whether you’re
‘high value’ is likely to increase.” Koen said low consumer confidence a farmer or a buyer, your business planning
Koen explained that price wasn’t has had a particularly negative impact has to happen within the context of current
the only consideration driving on the hospitality industry. While this market forces, and with a strong eye on the
consumers to purchase certain items. industry was now reopening with the medium term. Those who work actively
“Health also matters a lot currently to lift in restrictions, consumers remained with their business partners to root their
consumers’ purchase decision making, cautious of dining out, which could business strategy in accurate data will place
and of course the consumer’s sense of slow its recovery and have an impact themselves in a position to do good business.”
value for money will always also involve on the fresh produce industry.
22 summer 2020 editionYou can also read
