Cultivating Tomorrow: Young Agripreneur Scales for Major Retail

In a continent hungry for innovation and economic diversification, Nthato Motlana's journey from the corporate world to a burgeoning agribusiness in Lanseria, Gauteng, offers a compelling blueprint for modern African agriculture. His selection as a winner in the prestigious Woolworths Youth Makers 2026 programme is not just a personal triumph but a potent signal for farmers, processors, exporters, and investors eyeing the sector's vast potential.

Motlana's decision in 2023 to dedicate himself full-time to the 150-hectare Marapyane farm, a legacy from his grandfather, was a bold pivot. "It started as a side hustle, but I soon realised there were far greater opportunities in agriculture than in the corporate world," he recounts. This entrepreneurial spirit, coupled with a deep-seated connection to the land, has driven him to quickly master the commercial and technical intricacies of vegetable production, from irrigation systems to pest management and critical compliance standards. His infectious enthusiasm for experimentation and continuous improvement underscores a business philosophy essential for scaling in today's competitive landscape.

Unlocking Market Access and Growth

The real accelerator for Motlana's vision has been the Woolworths Youth Makers programme. This initiative provides more than just a label; it offers invaluable access to expertise, mentorship, and crucially, a direct pathway into one of South Africa's leading retail supply chains. For aspiring commercial farmers, securing such market linkages is often the most formidable barrier to growth. Motlana's participation demonstrates how strategic partnerships can transform small-scale operations into viable suppliers for major retailers, fostering professionalisation and ensuring consistent quality and volume.

Currently, only 1.5 hectares of the 150-hectare Marapyane farm are under cultivation, leaving immense scope for expansion. This inherent capacity for growth, combined with the structured support from a major off-taker like Woolworths, positions Motlana's farm as a model for scalable agribusiness. His ambition extends beyond simply securing a market; it's about optimising every aspect of the farm to unlock its full productive potential, embodying the precision and strategic thinking required to modernise agricultural enterprises.

The South Africa / Africa Angle

Nthato Motlana’s narrative is particularly resonant for the AgriBusiness Africa audience. His transition from a stable corporate career highlights the growing attractiveness of agriculture as a high-potential sector for young, educated professionals across the continent. This is crucial for addressing youth unemployment and injecting fresh perspectives and modern business practices into an industry often perceived as traditional.

Furthermore, Motlana's success in leveraging a programme like Woolworths Youth Makers underscores the critical role of market-access initiatives and mentorship in de-risking investments in emerging farms. For investors, this story illustrates the potential for significant returns when capital is combined with robust mentorship and guaranteed off-take agreements. For processors and exporters, it signals a new generation of farmers capable of meeting stringent quality and volume requirements, thereby strengthening local supply chains and enhancing Africa's competitive edge in global markets. His journey is a testament to the transformative power of strategic engagement in building a resilient and modern African agricultural economy.

Source: Farmer’s Weekly