This is partly true because the big markets do attract more buyers and usually offer greater variety. But farmers who understand how to supply the smaller markets can do well.
David vs Goliath
Take George Fresh Produce Market, for example. In terms of annual turnover, it is amongst the smallest of South Africa’s 19 markets, dwarfed by Joburg, Cape Town and Port Elizabeth markets. Operating successfully in such an environment means overcoming challenges that market agents in big markets simply do not know about.
Attention to detail
Then we have the Wildeklawer brand of potatoes, onions and other vegetable products, which is well known throughout the country. You’ll see its products on the main markets as well as in leading retailers across the land. As part of its marketing strategy, Wildeklawer monitors the sales of its products on each market. Every year it holds a marketing symposium for all of its market agents, where the best performers of the past year are announced.
This year, the group announced that George had taken first place in volume and price of potatoes sold. The fact that there are some real ‘heavyweights’ among potato salespeople on some of the other markets makes this achievement even more worthy.
Brian and Aletta Simons, the owners of George Market, and their small team provide a dedicated service to both farmer and buyer. They might not have all the ‘bells and whistles’, but they get the basics right.
A professional approach to marketing
Wildeklawer is a professional farming group that understands the basics of marketing and ensures a consistent supply to George of the right quality, the right sizes and the right volumes throughout the season. It works closely with the Simons and through good communication is able to supply according to the needs of that market. I’ve often written in this column about the need for a farmer to work closely with the market agent to achieve the best results.
When David beats Goliath it confirms what I’ve been saying.
