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Speaking to Farmer’s Weekly, Eastern Cape Rural Development Agency (ECRDA) CEO Simpiwe Somdyala said the memorandum of understanding combined the strengths of each organisation to create an integrated agricultural ecosystem.
This system linked production, financing, and marketing to ensure smallholder farmers could participate meaningfully in the formal agricultural economy.
He added that the partnership was designed to have a tangible short- and medium-term impact. In the immediate future, smallholder farmers were expected to benefit from improved access to quality inputs, technical support, and sustainable farming practices. In the medium term, they would gain structured market access through offtake agreements and digital trading platforms.
“This integrated model is about securing consistent income for farmers and reducing post-harvest losses by linking production to real-time market demand. We anticipate a measurable increase in productivity and profitability for participating farmers,” Somdyala said.
He explained that the ECRDA’s farmer selection process would be based on fairness and transparency. Priority would be given to smallholder farmers who demonstrated commitment, capability, and growth potential.
“Criteria included farm size, previous farming experience, financial management capacity, and willingness to participate in training programmes,” he added.
Oversight from a joint steering committee would ensure equitable access to funding support, particularly for women, the youth, and historically marginalised farmers.
Digital agricultural trading platform HelloChoice plays a central role in linking farmers to buyers. CEO Grant Jacobs said the HelloChoice Wallet would become the financial hub for participating farmers, simplifying agricultural transactions and improving transparency through escrow-protected digital payments.
“The Wallet enables farmers to track spending, monitor cash flow, and maintain detailed transaction histories in one place. It brings transparency to market prices and ensures all parties can verify payments and fund flows, building trust across the value chain,” Jacobs explained.
He added that fast and secure payment processing eliminated delays that often burdened smallholder farmers.
“Our integrated ecosystem allows farmers to manage everything from input purchases to crop sales on a single platform.
“By coordinating funders, suppliers, and buyers, the platform streamlines agricultural finance and trade,” he said.
Recognising that digital literacy remained a challenge in rural areas, HelloChoice adopted a “boots-on-ground” approach. Teams of agronomists and support staff provide farmers with hands-on assistance, ensuring they aren’t left to navigate the technology alone.
The company has also introduced proxy accounts, allowing trusted intermediaries to help manage transactions on behalf of farmers who are still learning the technology.
To further improve accessibility, HelloChoice also rolled out a WhatsApp chatbot, giving farmers real-time support through a familiar communication channel.
“We wanted to meet farmers where they were by combining digital tools with human support, so we created multiple pathways for inclusion,” Jacobs added.
He further mentioned that security and trust were at the core of the HelloChoice system: “We implemented bank-level escrow protection and full compliance with [Protection of Personal Information Act] regulations.
“Funds are released only when contractual conditions are met, ensuring that neither farmers nor buyers are exposed to unnecessary risk.”
The company’s long-term goal is to scale its impact beyond the Eastern Cape. After achieving success in KwaZulu-Natal in 2018, where it initially traded potatoes and fresh produce for local farmers through its online marketplace, HelloChoice set out to expand its integrated digital ecosystem across South Africa.
“Our vision is to prove that smallholder farmers, when supported with the right tools, can compete commercially while driving food security and rural prosperity. By connecting them to markets and finance, we are transforming them from isolated producers into active participants in a national agricultural economy,” Jacobs concluded.
