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The Southern Africa Agri Initiative (Saai) believes that by bridging the gap between farmers and consumers, connections can be made that will help producers fetch prices that are deserving of their product. This was the reasoning behind creating the Lamb Champs competition, which is now in its fourth year.
“The event is a lifeline and platform for South Africa’s family sheep farmers. It provides national visibility and celebrates the hard-earned excellence of farmers who, under normal circumstances, would not find themselves in the public spotlight. These events create an opportunity for their stories to be heard – stories of heritage, resilience, innovation, and generational legacy,” Francois Rossouw, CEO of Saai, told Farmer’s Weekly.
The competition has four qualification rounds across the country. At each, a finalist is selected to compete in the finals on 17 October in Bothaville, Free State. Over 250 farmers have already entered.
The first qualifying round took place in Kakamas, Northern Cape, on 13 June, where Lize Mans took the top spot. The next three qualifying rounds will take place in Pretoria, Gauteng, on 26 July, Parys, Free State, on 6 September, and Paarl in the Western Cape on 24 September.
Rossouw said the competition had proven to be a useful tool in helping farmers access new markets, while achieving a premium for their product.
“When the event was held in Graaff-Reinet last year, for example, regional winner Chrisna Vermeulen saw demand for her lamb soar. The Drostdy Hotel, a five-star establishment, requested to buy her lamb to claim they served the ‘best Karoo lamb in South Africa’.
“Lamb Champs-branded meat, sourced directly from participating farmers, is sold at selected Pick n Pay stores. Through the publicity received during the competition, farmers benefit from direct sales to restaurants and consumers,” Rossouw said.
In their efforts to bridge the gap between farmers and consumers, the event organisers allow consumers to interact directly with farmers, eating their lamb, hearing their stories, and appreciating their skill.
Dr Theo de Jager, Saai’s chairperson, said that sheep farming was predominantly undertaken by family farmers, unlike chicken, beef, or pork production that is largely corporatised.
“Family farming is under threat. Lamb Champs is a way to show South Africans that the meat on their braai didn’t come from a supermarket shelf. It came from a family, a farm, a story. That story deserves to be preserved, while consumers experience the joy of knowing, and trusting, who feeds them,” De Jager said.
Rossouw added that connection with consumers was essential to demystifying the food chain and reinstating trust in agriculture. “Consumers want to know where their food comes from and who produced it. Lamb Champs closes that gap. It builds loyalty to local produce and ensures the farmer is no longer invisible.”
