Joburg Market partners with SAAGA to inspire healthier eating habits

Access to affordable and nutritious fresh produce remains paramount, and the Joburg Market continues to champion healthy living by connecting households with high-quality fruit and vegetables.

In line with this mission, the South African Avocado Growers' Association (SAAGA) will host 30 activations at Joburg Market and 12 promotions at traders' stands across commuter hubs, including busy taxi ranks and hospitals across the region.

These activations form part of a long-standing local market development programme designed to empower informal traders with knowledge about avocado varieties, seasonality, care, and handling, as well as the fruit's numerous health benefits.

Derek Donkin, CEO of Subtrop, which manages the affairs of SAAGA, highlighted the importance of these initiatives: “These promotions play a crucial role in boosting avocado consumption in the informal sector, where traders are key to reaching everyday consumers. The informal sector remains a significant sales channel for avocados, with the national fresh produce markets accounting for approximately 18% of annual avocado sales volumes."

For Joburg Market, initiatives like these align with Joburg Market's ongoing commitment to promoting healthy lifestyles through fresh, nutritious produce. By investing in education, awareness, and trader support, Joburg Market is helping ensure that everyday consumers can enjoy the health benefits of avocados and other fresh fruit.

Through partnerships with organisations like SAAGA, Joburg Market continues to strengthen local markets, empower informal traders, and encourage communities to embrace healthy eating habits.

Written by Busisiwe Moagi
31/03/2026

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