The bustling floors of South Africa’s fresh produce markets tell a rich story of commerce, community, and national food security. At the recent World Union of Wholesale Markets (WUWM) Conference, held in Johannesburg from 14 to 16 May 2025, this story took centre stage—reminding stakeholders, policy-makers, and producers alike that these markets are more than just trading hubs; they are the beating heart of the country’s agricultural economy.
At a pivotal session focused on the value of fresh produce markets, industry leaders voiced a shared concern: the urgent need to preserve and future-proof these national assets. From infrastructural decay to rising competition from the private sector, South Africa’s market system stands at a crossroads—yet remains a vital force for good in food distribution, price discovery, and inclusive economic participation.
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Sello Makhubela, CEO of Joburg Market, painted a sobering picture of underinvestment and operational strain. “We’ve fallen behind due to a lack of meaningful infrastructure upgrades,” he admitted. In a landscape where food safety and cold chain integrity are non-negotiables, he outlined bold plans to revamp facilities, prioritise hygiene and efficiency, and expand into new categories such as meat, fish, and flowers. His vision: a clean, safe, smart, and innovative marketplace that meets modern legislative standards and consumer expectations.
Adding weight to the discussion was Jaco Oosthuizen, CEO of the RSA Group. With over 8,000 producers transacting daily through the fresh produce market system, he described it as the cornerstone of transparent, trusted pricing across the country. “This trust isn’t a feeling,” he remarked, “it is the manifestation of the system.” His example of market expansion in Mooketsi, Limpopo, demonstrated the powerful scalability of the agent model—delivering market access to underserved communities without financial burden on the state.
The call for a multi-channel strategy also echoed strongly at the conference. João Tiago Carapau of Portugal’s SIMAB highlighted the increasing importance of integrating physical and digital platforms. Online trading, while growing, thrives best when supported by traditional markets—where trust is forged and product innovation is tested.
The message is clear: South Africa’s fresh produce markets must be preserved at all costs. They are a lifeline to farmers, a bridge to consumers, and a powerful mechanism for food security and fair trade. As the nation faces evolving agricultural, economic, and technological pressures, reinvesting in and modernising these public markets is not optional—it is essential.
This is a dynamically generated comment by Jean-Paul Laurent.