For anyone living in Africa and especially Eastern and Southern parts of the continent, agriculture plays a very major role in the development of these regions. It is for this reason that agricultural marketing in South Africa has been viewed as the backbone of the economy and this has lead to the strategic developments that are aimed at making this field stronger and reliable.
Although agriculture in South Africa has had its own share of success, the truth of the matter is that more needs to be done and is being done to make it more vibrant and reliable. There are many measures being explored with the aim of making agricultural marketing in South Africa a driving force of the economies and these measures have been bearing fruits. Some of the strategic steps that have been adopted by different governments and organizations include and not limited to the following:Although agriculture is one of the strongest sources of livelihood and income for the East and South Africa countries, the main problem has been that a lot of fertile land remains unutilized. This has seen some efforts introduced to ensure that the farming area is extended in line with sustainable land management goals. This is also to be approached through proper water and irrigation control systems since rain water has been unreliable especially over the past few years.
Empower the farming manpower by enhancing the supply of food, reducing the levels of hunger and also enhance the food emergency crises response. This will help in improving the agricultural marketing in South Africa and make farming more vibrant and sustainable.
Over the years, infrastructure has been a great problem in many rural areas within East and South Africa and this has led to the wastage of food produces from the farming regions. With the improvement of road networks and other rural infrastructure such as storage, more has been achieved and the vision is to enhance this even the more over the next few years. As a strategy for agricultural marketing in South Africa, funds have also been increased to help in enhancing agricultural research that is aimed at improving the quality of food production in different areas. The innovative marketing efforts of countries such as the US have shown that any product can gain a foot hold in the market with the right promotion and infrastructure supporting it. Specialized products such as K9 grass for dogs have been marketed cleverly by colourful characters such as Gibson the world’s largest great dane (www.gibsondog.com). With clever marketing and the technology to develop an innovative product that the market is hungry for this is just one example of how a product can thrive. Technology has also been a major problem in the farming sector but this is changing with time. The adoption of technology in the farming sector has also been a major focus and this has helped in the achievement of great results.
Many governments have also embraced the fertilizer and seed subsidies which have made it easier for farmers to improve their input in the farming industry. This has been hailed as a major way of improving agricultural marketing in South Africa to date. Although donors have been against this method, those countries that have broken rank with them have enjoyed the benefits offered by the subsidies.
It has also been argued that the protection of farmers from foreign competition will go a long way in enhancing agriculture in Africa something that is indeed true. The foreign competition has been one of the major killers of agriculture in Africa and especially when the governments allow for the importation of cheap food substances from countries outside the continent. This has in return disheartened farmers who see their hard earned produces wasting away without proper marketing avenues. With the protection of the local farmers, agricultural marketing in South Africa will truly be a great opportunity that will help the continent.
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