The Shoprite Group says it has provided nearly 60 local gardeners and farming cooperatives with direct access to consumers through its annual Market Day initiative, helping small-scale farmers sell fresh produce, gain retail experience and strengthen their businesses.
Among the participants were members of Groot Aub Fresh Producers, a community gardening project that cultivates crops including beetroot, carrots, chillies, herbs, spinach and peppers.
The initiative forms part of Shoprite’s broader efforts to support local food production and strengthen food security across southern Africa.
Groot Aub Fresh Producers is one of more than 300 community gardens supported by the Shoprite Group through its Act For Change programme, which provides training, seedlings and infrastructure to community-based agricultural projects.
Shoprite Chief Sustainability Officer, Sanjeev Raghubir, said Market Day offers community growers more than just an opportunity to sell their produce.
He said participants also gain practical experience in customer service, pricing, product presentation, communication and record-keeping.
“This year Market Day provided almost 60 local gardeners and co-operatives across the region with the opportunity to sell their fresh produce directly to the public, gain retail experience and strengthen the roots of small businesses that feed their communities. Customers stocked up on local peppers, spinach, parsley and many other vegetables and fruits, met the small-scale farmers and learned about their sustainable growing methods and, in some instances, even purchased seedlings for their own home gardens,” he said.
Participants said the initiative has helped expand their customer base and improve income-generating opportunities.
Julia Haipinge of Groot Aub Fresh Producers said Market Day has enabled community gardeners to connect with new customers while building confidence in the quality of their produce.
“Through this Shoprite Group project, we get connected to other communities, which helps us to sell our products quicker and generate income more easily. At Market Day, we gain a lot of trust and customers for our products, along with skills and knowledge. This all keeps us going, and we will never give up when it comes to food production,” she said.
Shoprite recently reached a milestone of supporting 300 community food gardens across southern Africa.
The retailer said the programme is designed to strengthen local food systems, improve food security and empower small-scale farmers who play an important role in feeding their communities.
