Farming is often perceived as an inherited craft, passed down from generation to generation. However, for Valeska van Schoor and her husband, Stephan, founders of Gro4Africa, their agricultural journey began from the ground up.

With a shared dream and a passion for nature, the couple ventured into farming, transforming a vacant plot in Pretoria East into a flourishing business growing celery, spinach, green beans, cauliflower, and lettuce.

“My husband was inspired by agriculture from a young age,” says Van Schoor. “He used to read magazines like Farmer’s Weekly to learn about the industry and dreamt of owning a farm one day.”

For Van Schoor, her love of nature was always present. “I’ve always had a love for growing and watering plants. It was natural for us to combine our dreams and work together as a team,” she says.

It was this shared passion that led them to the decision to purchase land in 2018 and start farming together.

Starting from scratch

The Van Schoors’ journey wasn’t a conventional one. They didn’t inherit a farm, nor did they have investors to back their venture.

“We had to fund everything from our own salaries,” she explains. “It’s one thing to dream about starting a farm; it’s another to actually do it without external help.”

This decision to build from the ground up brought its fair share of challenges, particularly with capital.

“Capital was one of our biggest hurdles,” admits Van Schoor. “Farming is expensive, and when you’re relying on your crops as your main source of income, you feel the pressure intensely.”

They had to make smart decisions early on, and vegetables seemed like the most logical place to start. “We had to generate cash fast,” she continues.

“Vegetables made sense because of their quicker turnaround, and we stuck to it, becoming experts in what we were doing.”

It wasn’t just about growing crops; it was about understanding the market, identifying what would sell quickly, and making sure their produce was of the highest quality.

The struggles of inexperience

As with any new venture, mistakes were inevitable. For the Van Schoors, those mistakes were costly, especially when working with crops.

“Foot faulting in the land with your crops is problematic,” admits Van Schoor.

“Because we lacked experience, we made some errors that cost us a lot of money. When you make a mistake, it affects your own pocket seriously.We learnt the hard way that in farming, there’s no room for making the same mistake twice. If your yields are terrible because of an error, you’ll never repeat it again.”

Van Schoor sees challenges as invaluable learning experiences. “The lessons we learnt are something no one can take away from us.

“We took notes, we listened to advice, and we did a lot of research. Every time we hit a snag, we worked through it, learning what to do and what not to do.”

Entrepreneurial spirit

One of the defining aspects of Gro4Africa’s journey has been the entrepreneurial mindsets the Van Schoors embraced. “We didn’t have the luxury of investors or an inherited farm, so we had to rely on our entrepreneurial spirit to make it work,” Van Schoor explains.

This meant being innovative not only in how they grew their produce but also in how they marketed and sold it.

“We knew we had to sell our products much better than the average farmer to survive,” Van Schoor continues. “We didn’t have the cushion that others might have, so we became very good at selling and marketing our crops.”

They tapped into their networks, building relationships with buyers, and they focused on creating a brand around the quality of their vegetables.

“When you’re at a capital disadvantage, you need to find ways to stand out. We didn’t just rely on the fact that we were growing vegetables – we made sure we were growing the best vegetables, and we sold them in a way that made people take notice.”

The importance of mentorship

Throughout their farming journey, the Van Schoors were fortunate to have mentors and advisers who helped guide them.

“The key is to know who to listen to and who is just trying to sell you a product or service that won’t work for your farm,” advises Van Schoor.

She stresses the importance of discernment in farming: “You need to be wise when you’re farming. Not all advice is good advice, and it’s crucial to understand what will work specifically for your land and crops.”

While some advice was invaluable, there were also times when they had to make tough decisions, filtering out the noise and focusing on what would help their business grow.

“We learnt to listen carefully and apply only what made sense for us. There’s a lot of trial and error in farming, but you can minimise the errors by surrounding yourself with the right people.”

Overcoming obstacles

One of the most remarkable aspects of the Van Schoors’ story is their ability to overcome the many obstacles they faced.

They dealt with a lack of experience, capital challenges and the high stakes of starting a business from scratch – all while maintaining their passion and determination.

“We’ve had our fair share of difficulties,” admits Van Schoor. “But every time we hit a wall, we found a way around it. Whether it was through more research, asking for advice, or simply trial and error, we always pushed forward.”

Their resilience is what has kept Gro4Africa alive and thriving. Today, they are not only experts in growing vegetables, but they are also passionate advocates for sustainable farming practices. “Farming is tough, but it’s also incredibly rewarding,” says Van Schoor.

“You put in the hard work and you see the results – not just in the form of crops but in the knowledge and experience you gain along the way.”

A vision for the future

Looking ahead, Van Schoor and her husband have big plans for Gro4Africa. They are committed to expanding their operation and maintaining their focus on high-quality produce.

“We want to grow more, but we also want to do it sustainably,” explains Van Schoor.

“We’ve learnt so much about the land and we want to make sure we’re giving back to it as much as we’re taking from it.”

Their goal is to not only continue to build their successful farming business but also to contribute to the country’s agricultural community.

“We want to inspire others to pursue farming, especially those who may not have the resources or background in agriculture. If we can do it, anyone can,” she says.

For Van Schoor, the journey has been about more than just building a business – it’s been about building a legacy.

“We’re proud of what we’ve accomplished, but we’re even more excited about what’s to come,” she says. “The future is bright, and we’re ready for whatever comes next.”