Photo: Netafim
The company, which pioneered drip irrigation technology, has grown from providing water-saving solutions into a major player in sustainable agriculture throughout the continent.
Transforming sugar cane cultivation
“One of the most significant impacts has been the widespread adoption of drip irrigation in sugar cane cultivation an area where Netafim has played a key role. Sugar cane is traditionally a high water-use crop, but with drip irrigation, water usage is significantly reduced, along with inputs like fertiliser and electricity,” Michael Esmeraldo, Netafim’s managing director for Southern and East Africa, told Farmer’s Weekly.
READ Precision irrigation: empowering agriculture amid water scarcity
He added that vast sugar cane-producing areas in countries like Eswatini, Malawi, Zambia, Zimbabwe, and South Africa have already transitioned to precision irrigation systems, underscoring the technology’s success and its future potential.
Innovation grounded in local context
Reflecting on how Netafim’s innovation journey has evolved, Esmeraldo said the company’s shift from simply selling drip irrigation products to offering full precision irrigation solutions has been pivotal.
“Our innovation approach today is increasingly geared to solve real problems on the farm. In Africa, where scale and access to resources differ greatly from regions like Europe or Israel, we have to innovate with local conditions in mind,” he explained.
He added that unlocking greater access to this technology will require improved financing models, stronger policy support, and increased knowledge sharing.
“Farmers tell us time and again that the lack of financing slows down their transition to more sustainable practices. Addressing this is critical,” Esmeraldo said.
Supporting farmers beyond the sale
Willem Smit, national sales manager at Netafim South Africa, said that as farmers become more informed and demand tailored, cost-effective solutions, the value of after-sales support grows.
“Our team of technical advisers, agronomists, and technicians works closely with farmers and dealers. We provide dealer training and on-farm support, ensuring Netafim knowledge reaches the people who use our systems daily,” Smit said.
Training is also key to equipping dealers with expertise in digital farming and sustainable practices. “Our network knows that help is just a phone call away,” he added.
Shaping the future through storytelling
According to Gerdie de Lange, marketing manager of Netafim Southern & East Africa, storytelling is a powerful tool for promoting sustainable practices.
“Stories build trust. Farmers believe other farmers. That’s why we share real-world successes that highlight how precision irrigation not only saves water but reduces input costs, too,” she explained.
De Lange added that Netafim’s 60th anniversary was being used as a platform to showcase its broader mission in Africa.
“This milestone gives us a chance to reflect on our history and recommit to sustainability, innovation, and farmer success, today and for the next 60 years,” she said.
