Estimated reading time: 4 minutes
Potatoes SA’s marketing committee recently embarked on a trade visit to Atteridgeville in Pretoria.
The township is also known as Phelindaba which means ‘all conflicts are over’. Currently, Atteridgeville has a population of approximately 65 000 people and is home to some of South Africa’s well-known politicians such as deputy president Paul Mashatile and Dr Kgosientsho Ramokgopa, the minister of electricity. The predominant languages spoken in Atteridgeville are Sepedi and Sepitori, the latter being a combination of Sepedi-Tswana and influences from other languages.
The main reason for the visit was to gain an understanding of the fresh produce value chain in Atteridgeville, from the market to the consumer, as well as comprehending the differences in consumer behaviour in Thembisa and Soweto – where we conducted our previous trade visits – compared to Atteridgeville.
Ernest strikes a deal
The team first stopped at a street trolley which belonged to a man named Ernest. As the owner of this business, Ernest regularly fills a trolley with fresh vegetables such as potatoes, tomatoes, onions, eggplant, chillies, peppers, robot peppers, and carrots after which he starts his neighbourhood rounds at 14:00 each day to sell his fresh produce.
For each 10 kg bag of potatoes he buys from the fresh produce market, he receives approximately 12 packs containing six potatoes each that he then sells for R10 per packet. Sundays are his busiest days as most families enjoy cooking ‘seven colours of food’, hence the name ‘seven-colours Sunday’. This is a traditional meal that showcases an array of colours on the plate.
A sturdy endeavour
Brick and Mortar, a small business that sells fruit and vegetables next to a petrol station, was the team’s second stop. Prices are very reasonable as the owners sell four potatoes for R10, or R4 per potato. Their bestselling vegetables are potatoes, tomatoes, and onions, which are essential ingredients in most meals in Atteridgeville homes. Most costumers visit Brick and Mortar on a Sunday, traditionally a day of cooking in townships.
Mother-daughter team
Mma Mokone and her daughter sell fruit and vegetables just outside her doorstep in Atteridgeville. She also has a trolley from which she sells produce outside the township’s local Shoprite. She says most of her customers prefer medium potatoes because they are easier to peel and ideally suitable for slapchips.
Variety in all shapes and sizes
The committee’s last stop was at a roadside fruit and veggie vendor outside a local shopping centre where Mme Ronnie, the owner, sells a variety of vegetables, fruits, and snacks – and even live chickens. Her potatoes range from R5 to R10 per pack depending on the size. Her greatest concern is that potatoes have become expensive lately while the quality has deteriorated.
Area differences
The committee noted several differences in informal trade across the three townships. For example, Atteridgeville’s informal trader layout varies from those in Soweto and Tembisa. Most hawkers in Soweto and Tembisa are usually concentrated in one place, while in Atteridgeville sellers are scattered across the township. In addition, the different sellers in Atteridgeville base their buying choices on quality and consumer demand. These sellers mentioned that price flashes and the provision of plastic to pre-pack their potatoes and other vegetables, resulted in better sales. – Sheila Makgato, Potatoes SA
For more information, send an email to the author at sheila@potatoes.co.za.