From Family Fields to National Markets: S'negugu Hadebe's Mission to Empower Rural Farmers with Imbewu Farmers

S’negugu Nomahlubi Hadebe, the founder and CEO of Imbewu Farmers Group , embodies the spirit of innovation and resilience in agriculture. Hailing from Ophuzane, a small village in KZN, South Africa, her journey is rooted in the rich soil of her upbringing in a farming community. From an early age, she was immersed in the world of agriculture, learning the values of hard work and sustainability from her grandmother, UkaSimelane, who was a renowned farmer in their locality.

Origin and Inspiration

S’negugu farming journey begins with her grandmother, “My grandmother introduced farming to me,” S’negugu reflects, recalling how her family produced their own food, including maize meal and beans. Despite the community’s perception of farming as merely a means to survive, S’negugu recognized the deeper significance of agriculture. “Growing up, I knew where food came from,” she explains. However, the societal view of farming as a last resort weighed heavily on her aspirations.

Although her initial educational path led her to study psychology and sociology, the pull of agriculture never faded. She often returned to her grandmother’s land during school holidays, observing the decline in farming activities and the accompanying rise in poverty and food insecurity. This disparity ignited a passion within her: “I saw a huge gap in the market,” she notes, emphasizing her desire to connect local farmers with accessible markets.

The pivotal moment came during her internship with the Yes4You program, which included business training. This experience solidified her commitment to agribusiness. “I proposed to my cousin and grandmother that we do this farming thing on a bigger scale,” she recounts. “I didn’t understand what agribusiness was at that time, but I just wanted to see if I could actually do this after COVID.”

With determination and support from organizations like Guzakuza, which trains women in farming, S’negugu launched Imbewu Farmers. The vision was clear: to bridge the gap between local produce and market demand, fostering sustainable development in her community.

Business Overview

Imbewu Farmers operates as an agribusiness dedicated to empowering small-scale rural farmers. “We grow a variety of fresh produce, which we supply to supermarkets, local restaurants, community members, street vendors, and a few national markets,” S’negugu explains. The business focuses on irrigated crops like cabbage, spinach, and tomatoes, as well as dryland crops such as beans and potatoes.

What sets Imbewu Farmers apart is its unique approach to collaboration. S’negugu emphasizes the importance of helping other farmers grow and sell their produce. “We do irrigated crops on 20 hectares and will be starting production on 150 hectares for dryland crops,” she shares. This strategy not only enhances local food production but also addresses the needs of the community, ensuring that farmers are equipped to meet market standards.

Imbewu Farmers utilizes a business-to-business marketing model, prioritizing quality over quantity. “The best marketing tool for fresh produce is quality,” S’negugu asserts. She actively engages with markets, ensuring that her products meet the high standards expected by consumers. “I do the running for me and my farmers to secure the markets,” she explains, reflecting her hands-on approach to business development.

Potential customers can connect with Imbewu Farmers through various channels, and as the business scales up, S’negugu is eager to share promotions and special offers with clients, particularly those placing larger orders. “The more a client orders from us, the more we are able to offer discounts,” she notes, creating a win-win situation for both the farmers and their customers.

Challenges and Overcoming Them

Like any entrepreneur, S’negugu faced significant challenges when starting Imbewu Farmers. The initial hurdles included securing funding to scale up operations and overcoming the stigma associated with farming in her community. “When I started, I didn’t have the funds to satisfy our markets,” she recalls. However, her determination and innovative thinking enabled her to navigate these obstacles.

“During my internship, the entrepreneurial bug bit me,” S’negugu says, reflecting on how she leveraged her training to push through tough times. “I didn’t consider giving up; I just kept researching and looking for solutions.” Her relentless pursuit of knowledge and collaboration has allowed her to adapt and grow, even in the face of adversity.

S’negugu experience is a testament to the power of community and the importance of resilience in entrepreneurship. “I realized that I can not close that gap by myself,” she explains, emphasizing the need for partnerships and collaboration among farmers and stakeholders.

As Imbewu Farmers continues to thrive, S’negugu remains committed to her vision of sustainable agricultural development. “Agricultural localization can help with food security, decrease poverty in our communities, and create employment opportunities,” she asserts. Her journey is far from over, and she is eager to explore new avenues for growth and collaboration in the future.

Business Strategy

Funding the Business

S’negugu’s journey began with a blend of determination and resourcefulness. Initially, she received a grant that kickstarted her business, which laid the groundwork for her operations. However, she quickly learned that farming is a capital-intensive venture. Reflecting on her early days, she says, “I wish I had known how expensive farming could be. It requires substantial investment, and it took time for me to understand the financial demands.”

Her approach to marketing has been equally strategic. Rather than relying solely on traditional advertising, S’negugu utilized social media as a tool for gathering insights and connecting with other stakeholders in the agricultural industry. She emphasizes, “I use social media more to see trends and connect with other farmers and stakeholders. It helps me gather information on market trends and new technologies.” This method not only keeps her informed but also allows her to network and collaborate with others in her field.

Growth Strategies

S’negugu’s focus on community engagement has been a cornerstone of her marketing strategy. She launched the Zululand Farmers Market Expo to create a platform where farmers can showcase their products and connect with consumers. “I want to see it grow and become one of the biggest agricultural expos,” she shares with enthusiasm. By fostering collaboration among farmers, she believes they can significantly impact their local economies.

Despite the challenges of scaling her business, S’negugu has identified numerous opportunities within the agricultural value chain, including seedling production and livestock farming. “There’s a huge gap in the market,” she states confidently. “I can see the potential for growth, and I’m committed to exploring these avenues.”

Learning and Growth

S’negugu’s entrepreneurial journey has been rife with lessons that have shaped her business practices. “One key lesson is understanding the importance of patience,” she explains. “Farming takes time, and I’ve learned that success doesn’t come overnight.” This realization has fostered a mindset of resilience, helping her navigate the ups and downs of entrepreneurship.

To stay abreast of industry trends, S’negugu actively engages with her peers and utilizes social media to keep her finger on the pulse of agricultural innovations. “I look at new seeds in the market and the latest technologies to improve our yield,” she notes. This proactive approach has not only enhanced her knowledge but also positioned her business to adapt to changing market dynamics.

Balancing Life and Work

S’negugu emphasizes the importance of work-life balance in her life as a farmer and entrepreneur. “For me, it’s easy to manage,” she asserts. “I’m very good with time management, and I ensure that my work does not overlap with my personal life.” This discipline stems partly from her background in psychology, which has equipped her with insights into mental health and the importance of self-care.

“I take care of my mental health,” she emphasizes. “When it’s home time, it’s home time. I’m very stingy with my time.” By prioritizing quality personal time, she maintains a healthy balance that allows her to recharge and stay motivated.

Advice and Vision

S’negugu has invaluable advice for aspiring entrepreneurs: “Do everything with respect, love, and honesty. Respect is essential, especially in agriculture. You must respect the land, the resources, and the people you work with.” She wishes she had known earlier about the financial demands of farming but believes that the journey has equipped her with resilience and a deep passion for her work.

Looking forward, S’negugu envisions a thriving business in the agricultural sector. “In the next 5 to 10 years, I want to expand my operations and work with more farmers. I see a future where we control the value chain, from seedling production to product packaging,” she explains passionately. “There are opportunities in livestock as well, and I want to explore those areas.”

Reflection and Impact

When reflecting on her achievements, S’negugu highlights the launch of the Zululand Farmers Market Expo as a pivotal moment. “I want my business to impact the community by supporting farmers and promoting sustainable practices,” she says. Her ambition is to create a legacy that empowers future generations in the agricultural sector.

“I believe that agriculture can be a significant economic driver, not just locally but nationally,” she adds, emphasizing her commitment to making a difference in her community.

What’s Next?

If she could change one thing about her journey, S’negugu mentions that she would have liked to better understand the financial aspects of farming sooner. However, she remains optimistic about her path: “What’s next for me is expanding the farmers market and continuing to innovate within the agricultural space.”

Her journey is a testament to the power of passion, resilience, and community. With her sights set on future growth and impact, S’negugu Hadebe is not just cultivating crops; she is cultivating change in the agribusiness landscape.

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