Understanding the market key to getting food from farm to shelf

Getting food from farm to consumer requires more than producing a good product. It requires an understanding of the market, strong relationships and the ability to respond to changing consumer and industry needs. These were among the key insights shared during a panel discussion at the South African Future of Food Conference, hosted by Food For Mzansi. The conference brought together stakeholders from across South Africa's food system to explore the challenges, opportunities and decisions shaping its future.

Representing the Joburg Market, acting Divisional Manager: Programme Management Cedric Nephawe highlighted the relationship between farmers, market agents and buyers. He encouraged farmers to gain first-hand knowledge of the market and understand what happens to their produce once it reaches the trading floor.

“Come to the market, see your produce on the floor, and even engage customers to see what they are looking for, to know what the customer wants," he said.

The discussion also highlighted the need for entrepreneurs to remain responsive to an evolving marketplace.

Litha Kutta, Head of Partnership Development and Ecosystem Coordination at the Land Bank, emphasised the importance of continually assessing market needs rather than becoming too focused on a single product or approach. Understanding where opportunities are emerging can help businesses adapt and remain relevant.

For Karin Kleinbooi, Executive Manager: Inclusion and Development at South Africa Wine, market access is also strengthened through relationships. She highlighted the value of building networks and communities of people working in the same space, allowing entrepreneurs to exchange experiences, share insights and identify opportunities to collaborate.

Together, the perspectives reinforced an important message: market access is built through knowledge, relationships and adaptability.

For producers and entrepreneurs looking to grow, understanding the market should be an ongoing process, supported by meaningful connections with the people who operate within it.

As the conference discussion demonstrated, moving from farm to shelf requires not only a good product, but also an understanding of where it fits and who it is intended to serve.

Written by Sithobekile Masola
02/10/2026

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