Strengthening emerging producers: Insights from PIDT visits

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The Potato Industry Development Trust (PIDT) conducted its annual Enterprise Development Programme (EDP) visits in the Western Cape for the first time, focussing on Jeena Farming (Pty) Ltd and Wilduso (Pty) Ltd in the Koue Bokkeveld. The visit formed part of the trust’s ongoing efforts to monitor producer progress, strengthen strategic partnerships and support the development of emerging commercial producers.

The delegation included PIDT members and key stakeholders from the National Department of Agriculture, the National Agricultural Marketing Council (NAMC), Famous Brands, Casidra and the Western Cape Department of Agriculture. The programme also included visits to established commercial farming enterprises, providing exposure to industry best practices and operational standards.

Jeena Farming (Pty) Ltd

Jeena Farming (Pty) Ltd, owned by Bradley Jeena and established in 2021, reflects a developing enterprise with strong growth potential and a clear commitment to commercial agriculture. The operation spans roughly 1 415 ha, positioning it as a significant emerging player in the region.

Since joining the EDP in 2024, Bradley has demonstrated a commendable performance, achieving an average yield of 60 t/ha in his first production season. In the current season, production has expanded to 15 ha, of which 7 ha are supported by Potatoes SA.

The enterprise produces Sababa, Alverstone Russet and Lanorma, and has secured a supply agreement with Famous Brands, marking a key milestone in market integration. Despite this progress, the visit highlighted key infrastructure constraints, particularly the absence of a packing shed, and sorting and washing facilities. These are essential for improving product quality, market segmentation, and value realisation.

While Bradley has expressed a strong interest in contributing to skills development through student training, the lack of accommodation remains a limiting factor. Encouragingly, succession planning is already under consideration. Bradley’s son, currently studying towards an accounting degree, intends to return to the farm, bringing valuable financial expertise and supporting long-term sustainability.

Wilduso (Pty) Ltd

Wilduso (Pty) Ltd, represented by Joseph Ndaba, is a black-owned agricultural enterprise comprising 12 shareholders and demonstrates a well-structured, commercially integrated business model. The company holds a 30% BEE shareholding in Eyethu Intabs (Pty) Ltd and operates in partnership with Donkerbos Estate, an established commercial potato producer known for cultivar evaluation and varietal performance research.

Now in its second year of participation in the EDP, Wilduso plants 10 ha of potatoes supported by Potatoes SA. The enterprise has delivered exceptional performance, achieving yields exceeding 80 t/ha in its first year.

With continued programme support, including a seed subsidy from Potatoes SA, Wilduso achieved an average yield of 93.05 t/ha and a return on investment of 65.1%, distributed to shareholders as a production bonus.

The structured shareholder agreement ensures proportional investment, shared risk, and equitable distribution of benefits among partners. This model has positioned Wilduso as a rapidly advancing enterprise with strong growth prospects, sound governance and meaningful participation in formal agricultural markets.

Strategic imperatives

The EDP visits to the Western Cape underscore the significant progress emerging producers achieve when supported by structured programmes, strategic partnerships, and market access. Both enterprises illustrate the strong potential for developing producers to transition their farms into commercially viable and sustainable businesses.

However, access to working capital remains a persistent challenge and a critical success factor for any developing producer. Reliable infrastructure and access to appropriate implements and machinery are equally essential for efficient and competitive production. Without these foundational elements, the ability of developing producers to scale and sustain operations remains constrained.

Strategic partnerships between developing producers and established commercial producers are also vital. These collaborations enable skills transfer, improve access to machinery and technical support, and strengthen market linkages. They are key to accelerating growth, improving productivity and enhancing long-term sustainability within the potato industry. – Sheila Makgato and Rachichi Marokane, Potatoes SA

For more information, send an email to sheila@potatoes.co.za or rachichi@potatoes.co.za