For many poor rural South African communities, involvement in agriculture remains one of their most secure livelihood strategies. For the majority of these people, indigenous knowledge and the use of local materials, resources and skills is often the only asset they possess. The Ezemvelo Farmers Organisation (EFO) from the community of Embo in KwaZulu-Natal is one such group of rural people befitting this description. In the absence of financial resources to purchase relatively expensive agricultural inputs, accompanied by a lack of infrastructural development in their community, EFO farmers have become organic farmers by default. EFO members produce mainly traditional organic crops. However, little has been documented about the potential value of trade in these products. The purpose of this study was to explore potential marketing opportunities for traditional organic products through the mobilisation of indigenous knowledge, skills, and natural resources to improve the livelihoods of EFO members. A research team of three postgraduate students, each involved in his/her own independent study, worked in collaboration to collect relevant research information. Five data collection tools were used to collect this information. These were a household survey, a sustainable livelihoods analysis, a forcefield analysis, a stakeholder analysis, and a workshop. Research results showed that there are five stakeholders involved in EFO activities, each with his/her own personal interests. EFO members mainly produce amadumbe, sweet potatoes, and potatoes, which they market to a packhouse, the local community, and to hawkers. Other crop varieties are produced for household consumption and small quantities are sold to the local community and hawker markets. Farmers obtained a slightly higher price for crops sold to the packhouse as compared to the other two markets. The packhouse was the farmers' largest market for the 2002 season. However, the packhouse market was unsustainable for farmers because of problems due to the delays in payments for produce, the high quantities of crops that are rejected because they did not meet the quality control standards of the packhouse, and problems due to the unreliability of transport from Embo to the packhouse. The majority of EFO members' farms were also found to be unprofitable due to the high costs of inputs and losses to production. Constraints such as a shortage of kraal manure for soil conditioning, unfenced properties, a lack of water for irrigation, and the unavailability of a tractor for ploughing were found to be contributing factors to the unprofitability of member farms. Recommendations for improving marketing and profitability were that projects involving farmers should be regularly evaluated, EFO members seek business management skills, direct contracting agreements with their suppliers, explore value added products, and for Government to play a role for rural enterprise development to take place. / Thesis (M.Sc.)-University of Natal, Pietermaritzburg, 2002.

There has long been evidence that many smallholder farmers can benefit from marketoriented agriculture. However, smallholder farmers often face a number of barriers to accessing the markets. Smallholder market access is often cited as a factor that exacerbates the smallholder situation, but is little researched. This study investigated barriers to market participation among three smallholder farmer groups in rural KwaZulu-Natal. It is hypothesised that identification of these barriers could assist in institutional innovation to alleviate market constraints and challenges faced by smallholder farmers. It is also expected that addressing such barriers may create enabling conditions that would encourage smallholder farmers to access and participate more effectively in markets. Such efforts could improve the ability of smallholder farmers to become part of the mainstream or commercial agricultural economy. Three farmer groups from rural areas of KwaZulu-Natal (Centocow, Mbumbulu and Muden) were selected to participate in the study because they had interests in marketing fresh produce. One group (Mbumbulu) was a certified organic producer and was supplying a formal market. The other two groups (Centocow and Muden) were not organically certified and sold produce to informal markets. A three way comparison that included agricultural Policy Reform, Integrated Development Plans (IDPs) from Local Municipalities and focus group discussions was used to check and validate farmers’ responses to questions asked. Agricultural policy reforms relevant to these groups were reviewed. IDPs were analysed to evaluate service delivery and provision of infrastructure (enabling conditions for market participation). Focus group discussions were conducted to investigate farmer experiences in marketing and perceptions of agricultural policy constraints. The study revealed that access to resources, market information, infrastructure and farmer support services were barriers to market participation. Efforts to incorporate smallholder farmers through agricultural policy reforms in large scale agriculture have failed. Programmes to create enabling conditions (e.g. infrastructural development and telecommunications) were either not budgeted for or not implemented by local municipalities. Local economic development programmes focused on developing tourist attractions, although communal areas (Centocow and Mbumbulu) have the potential for agricultural growth. Local municipalities also faced challenges, such as lack of capacity to plan, implement, budget for planned projects, lack of service provider commitment and municipal funds. The results showed that despite barriers to market participation, smallholder farmers still marketed limited amounts of produce. If identified barriers are addressed, the issues raised in this study might improve market participation. Some barriers require direct intervention by government, as in the case of support services, extension service, credit and training. Investment in good infrastructure may encourage smallholder farmers to participate effectively in markets. This may be done by establishing a market infrastructure that includes collection points, transportation and market deposits in order to address the problems of proximity to markets. Such intervention should require the involvement of the private sector. / Thesis (M.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2008.

This study explored processes, marketing and management styles employed by stall holders at the roadside markets of Umkhanyakude municipal area. The first aim of the study was to find types of traditional artifacts that are commonly sold at the roadside markets. The second aim was to find out if the members of roadside markets were aware of their target market. The third aim was to uncover the marketing strategies employed and the understanding of their principles by the respondents in relation to the success with their sales. Nine roadside markets were visited out of which only seven were willing to be investigated. From each roadside market 50% of the members present at the time of research formed the sample for this study. Focus group discussions were held with the management committees. These discussions were looking at the management and policy issues followed by roadside markets when employing the marketing principles in their daily operations. The research was conducted by using personal observations of the roadside markets by the researcher, focus group discussions which involved discussions between the researcher and the management structures of the various roadside markets, attending meetings to enable a critical understanding of the level at which the markets operate, and a questionnaire that was administered to the stallholders of the seven markets. The combination of qualitative and quantitative research provided a framework of how the roadside markets operate in promoting and selling their products to customers. A questionnaire translated into Isizulu was used and the results were analyzed using the SSPS model. Findings suggested that the roadside markets have their marketing strategies of which some are basically the marketing mix and some originate from their way of life. The members of the roadside markets have a lesser understanding of the marketing strategy in relation to product development and packaging, costing and pricing, promotion and target market awareness. The management teams of the markets with an understanding of business management knowledge were instrumental in contributing to better performance of the markets. Management committees that had been exposed to capacity building and training showed better skill levels compared to those that had not had the exposure. / Thesis (M.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2005.

Broad-based black economic empowerment (BBEE) is a policy objective in South Africa. Farmworker equity-share schemes (FWES) satisfy several of the empowerment goals specified by the proposed AgriBEE Scorecard. Information about the costs and benefits of subscribing to an empowerment label will help managers to make more informed decisions about empowerment and could therefore promote BBEE. The Thandi label is an initiative to market fruit and wines originating from FWES and farms operated by previously disadvantaged farmers. A case study of the Thandi label was undertaken to determine whether or not the accredited empowerment attribute adds value to Thandi products. An exploratory-explanatory case study was adopted basing questions largely on the theoretical propositions of asymmetric information, the benefits of product labelling and the preconditions for a successful label. Primary data were collected via in-depth interviews with managers of Capespan, The Company of Wine People and empowerment farms participating in the Thandi label. The study made use of in-depth interviews with key informants to investigate issues considered (on theoretical grounds) to be critical in establishing a successful label. Responses were subsequently tabulated and compared, where relevant, across respondents in order to check for consensus views. Results indicate that the Thandi label had not succeeded in differentiating fruit, whereas the Thandi wine label had increased sales revenue and was covering accreditation costs incurred by farms as well as the recurring costs of maintaining and marketing the label. Thandi fruit had not grown its share of the domestic or export markets and did not command a price premium, Capespan subsequently discontinued the Thandi fruit label. Thandi wine, on the other hand, had grown its export market and consumers were prepared to pay a premium for Thandi wine products. The data indicate that empowerment attributes were useful in finding shelf space for products, but that quality is essential to grow market share and to earn price premiums. In short, accredited empowerment attributes can add value to quality products sold to discerning consumers who lack information about empowerment and quality attributes at the point of sale. Empowerment labels must include quality attributes. Government should at least absorb some of the transaction costs confronting producers and marketing agencies in negotiating standards for farms and firms participating in generic empowerment labels. It could also offer auditing services to local accreditation agencies to improve their credibility. Further research estimating consumers' willingness-to-pay for products branded with empowerment labels is necessary to estimate the size of premiums that different products may command. / Thesis (M.Ag.Man.)-University of KwaZulu-Natal, Pietermaritzburg, 2007.

Involvement in agricultural activities has generally been the main livelihood strategy for rural people. This was also the case with KwaMbonambi and Sokhulu farmers, especially amadumbe producers. The research was therefore undertaken to explore the marketing opportunities for amadumbe in the Mbonambi Municipality under which KwaMbonambi and Sokhulu tribal areas fall. A research team was formed by five staff members from the Department of Agriculture including the researcher. Five research tools were used to collect data and these were questionnaires for formal retail shops, focus groups for processing centres, a transect walk to assess the land availability, sustainable livelihoods and force field analyses for amadumbe producers, From the findings, the formal retail shops and processing centres did not have a direct link with local amadumbe producers of KwaMbonambi and Sokhulu. Their produce came via agents from Durban and Johannesburg. Amadumbe producers on the other hand were producing amadumbe for their own consumption or to sell either to local communities (from the garden gate) or to hawkers in nearby towns. A recommendation was made that an amadumbe marketing forum be constituted in order to close the gap between formal retail shops, the processing centres and the amadumbe producers of KwaMbonambi and Sokhulu. Farmers felt that they could produce amadumbe of the quantity and quality required by the formal outlets if they improved their production amounts and marketing strategies. / Thesis (M.Soc.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2008.

The main objective of the study was to investigate the marketing strategies needed for the development of a peanut agribusiness for small-scale farmers producing peanuts in the Vulamehlo District, southern KwaZulu-Natal (KZN). The study was part of the extension programme of the KwaZulu-Natal Department of Agriculture and Environmental Affairs (KZNDAEA). Another aim of the study was to examine the market requirements for peanuts purchased from Vulamehlo farmers in relation to the processing and sale of peanuts and whether or not market outlets for peanut products in KZN were available. In addition, current links between farmers, peanut processors, agents and retailers were to determine, if the marketing of peanut butter produced by small-scale farmers could be improved. Small-scale farmers were targeted because they play an important role in rural areas for community development and for poverty alleviation and also to generate income. There is little research on small-scale agribusinesses. Small-scale farmers have unreliable supply chains and markets. The study was conducted between May and November 2005. The data for the development of agribusiness for small-scale farmers in the Vulamehlo district were gathered from four wards of Vulamehlo: Mkhunya, Qiko, Mzimlilo and Mazabangwane. Questionnaires, a focus group discussion and observation were used to collect data from farmers and informal processors of peanut butter. Interviews were conducted with informal traders, formal traders and a formal peanut butter processor, to collect information about their marketing of peanut products. Six peanut producing farmers’ associations out of ten were randomly selected from the list of farmers’ associations in the Vulamehlo District. Details were obtained from the Department of Agriculture office. The study found that the marketing requirements needing to be met by small-scale farmers include availability of adaptable certified peanut seeds, appropriate tools and equipments for cultivation, reliable supply of raw material, grading and testing of level of aflatoxin in peanuts, knowledge of processing regulation to food safety and hygiene, proper business and management skills and relevant technology and marketing information. The study revealed that there were no seed companies around Vulamehlo sold peanut seeds and there were no commercial peanut-producing farmers in KZN to assist small-scale farmers. Farmers were using manual tools for the peanut production process. This limited production and expansion and lowered the yield. Constant supply may be a problem for the business processing enterprises. The markets for Vulamehlo peanut producing farmers were informal and insecure. The peanut butter co-operative lacked processing equipment, processing know-how, energy-saving technology and marketing information. It is recommended that developing agribusiness linkages with suppliers, traders, farmers and processors would improve the small-scale farmers’ negotiating skills. The KZNDAEA should improve links with large-scale farmers, traders, suppliers and processors, in order to obtain more information on peanut production. Contamination, especially by aflatoxin, during the processing of peanut products should be eliminated. / Thesis (M.Soc.Sc.)-University of KwaZulu-Natal, Pietermaritzburg, 2008.

The Agricultural Product Standards Act, 1990 (Act 119 of 1990) of South Africa provides for the standardisation of quality norms for agricultural produce (DAFF, 2018). The purpose of this research was to investigate the quality and compliance of fresh produce sold in the Tshwane metropolis with the Agricultural Product Standards Act of South Africa. A cross-sectional study survey was conducted in six regions of Tshwane metropolis, in which 200 fresh produce vendors were randomly selected from various vending sites to analyse their level of knowledge regarding the Act. Furthermore, different fruits and vegetables were sampled from different vending sites and inspected for compliance with the Act.The vast majority (89%) of respondents did not know of the existence of the Act. Quite a small proportion of fruit (51.5 %) and vegetable (56 %) retailers indicated that their agricultural fruit products have been monitored. A large proportion of fruits (from 86% to 99.8%) and vegetables (from 85.4% to 97.5%) met all the various quality requirements. In general a fair proportion of fruits (58%) and vegetables (65%) complied highly with the Act in terms of quality. There was a significant positive correlation between monitoring by officials and the level of compliance. The Department of Agriculture Forestry and Fisheries should make sure that farmers and street vendors of agricultural produce register their businesses and are trained on the interpretation of the provisions of the Agricultural Product Standards Act. This will allow them to be tracked and traced for proper development concerning matters related to the Act. / Life and Consumer Sciences / M.A. (Consumer Science)