As Africa prepares to host the World Union of Wholesale Markets (WUWM) Conference, the City of Johannesburg and Joburg Market are seizing a transformative opportunity to showcase the continent’s potential in agricultural development and food security.
Taking place from 14 to 16 May 2025, this globally significant conference comes at a time when South Africa and Africa more broadly are redefining their roles in the global food economy.
A Gateway to Africa’s Agricultural Trade
Situated at the heart of Johannesburg’s economic landscape, Joburg Market is the largest fresh produce market in Africa and the third-largest in the world by volume. It handles over one million tons of produce annually, feeding millions, and serves as the primary trading platform for thousands of commercial and emerging farmers.
“This market is more than just a place of trade. It’s a lifeline for farmers, a barometer for food pricing, and an engine for agricultural entrepreneurship. The WUWM Conference gives us a golden opportunity to position Johannesburg as the fresh produce capital of Africa,” says Mzikayise Ndlovu, Joburg Market board chairperson.
Driving Economic Development Through Agriculture
For the City of Johannesburg, the WUWM Conference isn’t merely a hosting opportunity; it’s a strategic platform to align agriculture with urban economic development.
The city aims to leverage the market’s immense infrastructure to unlock value chains, create jobs, and support smallholder farmers.
“The City of Johannesburg is working hard to ensure that agriculture becomes a key contributor to local GDP,” says Ndlovu.
“Joburg Market sits at the intersection of food, infrastructure, and innovation. We are aligning our vision with continental goals around food security and trade.”
A Platform for Intra-African Trade and Innovation
Joburg Market is ideally positioned to be a continental hub under the African Continental Free Trade Area. With the right logistics and policy support, the market can serve as a central node for distributing fresh produce across borders, promoting regional food security and economic collaboration.
“South Africa can play a leading role in ensuring that intra-African food trade flows efficiently and equitably,” say Ndlovu.
“The WUWM Conference will amplify these ambitions and attract global investors who recognise the untapped potential of African markets.”
Creating a Legacy
The 2025 WUWM Conference will leave a lasting legacy, not only through international partnerships and knowledge exchange but also through infrastructural investment, skills development, and policy dialogue.
Joburg Market is already advancing its transformation agenda to include women in agriculture, youth participation, and the development of small to medium enterprises.
“We aren’t just building a market,” Ndlovu adds. “We’re building a future, where African farmers are empowered, cities are food secure, and markets like ours become models for inclusive growth.”
A prosperous future for agriculture
As the eyes of the world turn to Johannesburg in 2025, the message is clear: Africa is ready.
Through the Joburg Market, the continent is laying the groundwork for a more resilient, integrated, and prosperous agricultural future.
For more info visit joburgmarket.co.za.
