South African retailer, Shoprite Group continues to empower budding farmers with entrepreneurial skills which include product presentation, pricing, customer relations, communication and record-keeping.
The empowerment initiative was recently put to test at the Checkers Airport Junction Centre, Market Day, through connecting community gardeners directly with customers.
The Market Day, a curated pop-up retail environment provides a platform to sell produce to the public while gaining practical market experience.
“Market Day is about so much more than the spinach, fresh herbs and the wide variety of farm-fresh seasonal produce that customers can purchase,” said Shoprite Group Chief Sustainability Officer, Sanjeev Raghubir.
He said the relaxed yet professional exchange is intended to help build confidence among the sellers, while giving buyers an opportunity to connect directly with the people behind the produce.
Beyond Market Day, the Shoprite Group continues to support community food gardens through its Act for Change programme, which has assisted hundreds of gardens with training, seedlings and infrastructure.
“Market Day is a manifestation of an ethos that where vegetables grow, so does hope,” says Raghubir. “We couldn’t be prouder of all the gardeners, whose enthusiasm, dedication and hard work continue to improve lives and livelihoods.”
Local enterprise, Sharodan Farms is among over 320 community food gardens supported by the Shoprite Group across southern Africa to strengthen food security and participated at the Market Day.
The horticultural project is on 16 hectares of arable land in Phatlhana specialising in integrated farming. developing ways to sustainably produce and supply crops that meet key nutritional needs.
“The more I am exposed to the customers, the more I will sell and be encouraged to produce new and different products. Given that I am partially blind, this exposure and growth will inspire other disabled persons to challenge themselves,” said Chief Gardener, Betty Thusi.
