A farmer who has a a sound relationship with his or her market agent is already ahead in the race, as it were.
South Africa’s farmers have the benefit of legislation to protect their financial interests and there are numerous checks and balances in place to assure this. However, other ‘external factors’ can impinge on a farmer’s loyalty to a particular market. There’s financial security, for one. Not the kind I’ve mentioned above, but physical security. When thieves hold up cashiers, it’s farmers’ money they steal.
Sound Infrastructure
Proper handling facilities are essential for maintaining the cold chain and subsequent fruit quality – and therefore price. Farmers who spend huge sums developing infrastructure on their farms are not going to send fresh produce to a market where these facilities are in a state of collapse. Closely linked to this is food safety.
Farmers have to comply if they want to market their products successfully, so why should they despatch them to a market where those two words are nothing more than a distant dream? Other issues also play a role, such as the safety of farmers, their drivers and produce en route to the market.
Those in charge of markets must realise that when farmers consider their marketing options, these are only some of the factors they weigh up before making a decision.
Taken as a given
I can think of some state-of-the art facilities around the country that are owned by those in direct competition to the fresh produce markets. When a farmer looks at them, his decision won’t be difficult. We take these requirements as a given when sending our fresh produce to a market or any other facility. This is what creates that sense of security that encourages the farmer to send produce to a particular destination. He feels comfortable knowing all is in order and his consignment will get the best treatment possible.
