On 11 hectares of land in Randfontein on the West Rand, the Selialia family is building more than a farming business. Through LOLS Farm, they are creating jobs, supplying fresh produce and laying the foundation for future growth. Named after the family's three sons, Lerato, Onthatile and Letsoso, with the “S" representing their surname, the farm is owned and managed by the Selialias in partnership with Kopana Holdings, a youth- and black-owned investment company.

LOLS Farm produces spinach, chomolia (mchina), onions and Mondial potatoes, commonly used to make chips. Having financed the operation through their own corporate payouts, the family is now seeking additional funding to expand production.

Located near Badirile township, the farm employs about 80% of its workforce from the surrounding community. With an oversupply of spinach at Joburg Market, the family prioritises informal traders in nearby townships before sending the remaining produce to the market. Potatoes, however, are supplied directly to Joburg Market, where the family says demand moves the crop quickly.

“For us, farming is about building something that can grow beyond where we are today. We started with our own resources, and we want to keep expanding, creating employment in our community and exploring opportunities in different commodities," says Lerato Selialia.

During a recent visit, Joburg Market representatives met the family to learn more about its operations and experiences supplying the market. The engagement gave the farmers an opportunity to raise challenges, including concerns about the supply process. Joburg Market management will consider these concerns to improve the supplier experience. Such engagements also strengthen communication, provide insight into conditions on the ground and help the market better understand emerging farmers' needs.

The visit highlighted the opportunities in agriculture, particularly for black-owned emerging farmers exploring commodities such as potatoes, which have specific production requirements, costs and market risks.

With plans to expand onto additional fenced land and fruit trees already planted, the Selialia family is looking ahead. Through continued engagement with producers such as LOLS Farm, Joburg Market aims to improve market access and boost relationships with farmers.

Written by Sithobekile Masola
15/10/2026

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