​​​The Joburg Market is proud to welcome Neony Market Agents, a new Black Economic Empowerment (BEE) accredited agent, to its vibrant network of fresh produce trade. Neony joins the Market with a bold mission — to drive transformation in South Africa's agricultural sector by uplifting and supporting emerging farmers.

With a people-first and inclusive strategy, Neony is identifying and supporting new and upcoming farmers who aren't yet supplying to the Joburg Market. The company is reaching out to growers who may not be familiar with how the market system works — guiding them through their first steps into formal fresh produce trading.

“The gogo or farmer planting in their backyard — that's who we're here for. We want to usher in a new generation of farmers to the Joburg Market," says Mduduzi Mubiana, Neony's owner.

As part of its transformation-driven focus, Neony is also building relationships with funding bodies that support emerging farmers. These partnerships aim to create a full-circle value chain — giving farmers access to both the financial support they need to grow and a guaranteed market to sell their produce.

Neony has also secured a three-year mentorship agreement with Dapper Market Agents, ensuring solid guidance, sector know-how, and a strong support system as the new business finds its footing.

“Rocky Michael is an exceptional mentor, and I'm honoured to walk this journey with someone so experienced. Dapper has held our hand and helped us start on the right path," Mubiana adds.

Neony's arrival marks a powerful step in the Joburg Market's broader push for inclusion, transformation, and sustainable economic development in local agriculture.

Written by Sithobekile Masola
30/07/2025

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