South Africa’s agricultural sector is staring down the barrel of a major economic disruption. As of August 1, a new 30% tariff imposed by the United States threatens to shake the foundation of one of the country’s most vital industries, potentially slashing profits and endangering thousands of farm jobs. But according to Anzill Adams, a PhD researcher and expert in the digitalisation of agri-ecosystems, this moment of crisis could be the impetus for a long-overdue transformation. For Adams, the message is clear: digitalise or fall behind.
Read Latest Edition: Sustainable Agriculture of the 21st Century – Africa Contemporary Farmers Magazine 10 July 2025
At the heart of Adams’ argument is the potential of technology to reshape agricultural economics through precision, transparency, and efficiency. He notes that by embracing digital tools—from satellite-driven precision farming to blockchain-based supply chain tracking—South African farmers can reduce operational costs by up to 47%. This cost-cutting isn’t just about survival; it’s about unlocking new levels of profitability and resilience. Disintermediation—cutting out layers of middlemen—empowers farmers to sell directly to buyers, set better prices, and gain faster access to markets. In doing so, they can sidestep the economic impact of US tariffs and focus on alternative trade routes and regional partnerships, many of which increasingly demand digitally traceable, sustainable food production.
Adams emphasizes that digitalisation is not simply a tech upgrade—it represents a strategic reinvention of the entire agricultural value chain. Technologies like IoT sensors, AI-driven crop modelling, automated logistics, and mobile-based financial services can collectively revolutionize how South African farmers plant, harvest, sell, and export. These tools enable real-time decision-making, optimize resource use, and increase yield predictability—factors that are becoming non-negotiable in a highly competitive global marketplace. More importantly, they provide South African farmers with strategic autonomy, allowing them to be less vulnerable to geopolitical shifts like protectionist trade policies.
Another key benefit lies in market diversification. With digital infrastructure in place, South Africa can pivot towards emerging markets in Asia, the Middle East, and intra-African trade blocs, which increasingly reward sustainability, efficiency, and traceability. Digitalisation allows farmers to meet the certification standards of these new markets and build a reputation for quality, reliability, and ethical sourcing. These are exactly the differentiators needed to thrive in a global agricultural economy that is moving away from bulk commodity trading and towards high-value, consumer-driven demand.
In the face of a 30% tariff that could have devastating consequences, South Africa’s agricultural sector has a choice: resist change and face decline, or embrace digital transformation and secure a competitive edge. As Adams puts it, “The digitalisation of South African agricultural supply chains represents far more than a technological upgrade; it constitutes a fundamental transformation of our country’s economic competitiveness and strategic autonomy.” If this message is heeded, the very pressure of external trade barriers could become the force that propels South African agriculture into a smarter, stronger, and more sustainable future.