Joburg Market drives SMME growth through industry exposure, affordable sourcing

The Joburg Market continues to position itself as a vital engine for economic development in Johannesburg by empowering small businesses with access to information, and affordable sourcing opportunities.

The market recently hosted students from the Delicious Fresh Traders Academy (DFTA) in collaboration with the City of Johannesburg's Youth Directorate as part of a structured 10-month programme designed to equip SMMEs in the food, beverage, and hospitality sector with practical business knowledge.

The visiting students, all emerging entrepreneurs, were taken on a tour of the market to better understand how large-scale fresh produce trading operates. The programme focuses on bridging the gap between theoretical training and real-world business practice, particularly in areas such as procurement, pricing strategies, stock management, and supply chain efficiency.

Zuziwe Khumalo, Key Accounts Manager at the Delicious Fresh Traders Academy, said the visit was aligned with a key learning module focused on cost-effective sourcing. “The students are exposed to how to buy or stock for their businesses at affordable prices. That is why they are here."

She added that understanding how to navigate wholesale environments like the Joburg Market is essential for SMMEs aiming to remain competitive in a challenging economic climate.

During the tour, students observed the market's early-morning trading activity, where buyers and sellers interact in a fast-paced environment driven by supply and demand. They also engaged with traders to understand pricing mechanisms, quality grading systems, and how perishables are handled to maintain freshness and reduce waste. These insights provided them with a clearer understanding of how operational efficiency directly impacts business sustainability.

Siphokazi Duma from the Youth Directorate emphasized the importance of partnerships that translate into tangible economic opportunities for young entrepreneurs.

“Our collaboration with the Delicious Fresh Traders Academy is rooted in ensuring that young people are not only trained but also exposed to real trading environments. The Joburg Market plays a critical role in that ecosystem by giving them access to affordable stock and practical experience," said Duma.

For many participants, the visit also reinforced their entrepreneurial aspirations. Among them was Themba Phungula, owner of Grill Bites in Katlehong, who has been sourcing stock from the Joburg Market for over 10 years. His experience highlights the long-term value of the market as a dependable supply hub for small businesses.

“The Joburg Market has been central to my business growth. I get affordable prices, and everything I need is in one place. It is convenient, accessible, and has allowed me to scale my food business without unnecessary costs," said Phungula.

Written by Busisiwe Moagi
06/05/2026

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