Photo: Magda du Toit
Transforming the manner in which emerging agripreneurs are able to gain access to tools, knowledge, and market participation is the focus of the strategic collaborative partnership between Earth Hub Africa, MTN SA Foundation, and Shell South Africa.
The initiative will provide 10 young agripreneurs with structured exposure, training, and operational support inside Earth Hub Africa’s commercial production system.
Each farmer will participate directly in live farming operations, gaining the experience, tools, and market access needed to build a sustainable and independent agribusiness beyond the programme.
They will be supported by:
- Digital agriculture tools including drones, IoT sensors, and real-time crop dashboards;
- SETA-accredited training aligned with national production standards;
- Direct market linkages through formal offtake partners;
- Ongoing business support from Earth Hub’s integrated infrastructure and partner network.
Earth Hub Africa is an agriculture platform that provides emerging farmers with access to production infrastructure, digital tools, and market systems, all within a connected, future-facing ecosystem.
Earth Hub Africa also collaborates with Babaroots as an off-take partner to assist the young farmers in gaining access to markets. It is also involving AgriColleges in the on-site training of the 10 young farmers, providing them with certification.
According to Tsakani Mashaba, founder of Earth Hub Africa, most emerging farmers struggle with access to markets, as well as with tools that enable them to be more profitable. “We hope to address some of those problems with the programme.”
She said that they started with 10 individuals, but hoped to roll out the programme to a wider audience in the future.
Shell’s involvement
With Shell, the total operation of the farm will be mechanised and automated.
“Shell’s automation support strengthens our platform’s ability to operate with precision at scale. It allows the agri enterprises entering our system to produce consistently, meet quality standards, and deliver on time, all critical to building credibility with real buyers. This is how we grow producers who are ready for commercial supply chains,” said Mashaba.
Shell South Africa’s support focuses on enabling rural enterprise through mechanisation, infrastructure investment, and practical tools that enhance productivity and long-term sustainability.
Shell has invested in a state-of-the-art automated deweeding and seedling planting system, unlocking scale, speed, and efficiency for the agripreneurs involved.
This contribution marks a shift from labour-intensive practices to tech-enabled productivity for small-scale operations, giving young farmers access to the same machinery typically reserved for commercial producers.
Nazareth Teketse, general manager of Shell South Africa, emphasised that the programme is not only about food security.
“It is about food for today, but also about jobs for tomorrow.
“We have another opportunity to lean into the agriculture sector. We want to drive innovation and digitalisation so that we can see better crop yields, profitability and increased market access. It is not only about growing food, but also about access to markets and creating wealth,” Teketse added.
MTN
MTN SA Foundation drives social impact through digital access, education, and innovation across South Africa.
According to Divyesh Joshi, chief commercial operations officer at MTN, it is important for the company to see how it can bring digital technologies to communities, and especially how these technologies can improve the lives of those involved in agriculture.
“We must bridge the digital divide. We can do that by helping the 10 agripreneurs and empowering them and others with technology, and by optimising and digitising their farming operations.”
For more info visit earthhubafrica.com, or email [email protected].
