Press release
Agriculture is one of the nation’s most important economic pillars, with agri-workers playing a central role in safeguarding the nation’s food security. Yet their contributions to the sector are often overlooked.
“Recognition is essential to retaining and attracting the skills needed to support the sector’s growth,” says Tasneem Sulaiman-Bray, Director of Corporate Affairs at JSE-listed KAL Group, the diversified agri, fuel and convenience retail business.
According to South Africa’s National Development Plan (NDP), the agricultural sector will need to create one million jobs by 2030. The Agriculture and Agro-processing Master Plan (AAMP) sets out the framework for this growth, and the latest AAMP Progress Report shows encouraging signs: agricultural production volumes have steadily increased from 11% in 2015–2019 to 13% in 2019–2023. Against this, says Sulaiman-Bray, talent and skills development becomes a vital lever to ensure the sector can sustain and accelerate this growth.
“Frameworks like the AAMP remind us that unlocking the full potential of agriculture — as a driver of job creation, rural development, and economic empowerment — can only be achieved through partnership,” she says. “This is why platforms such as the Western Cape Prestige Agri Awards (WCPAA), which celebrates the agri-workers who shape the sector, are so important. The awards, which we have been supporting through our Agrimark brand, build visibility, encourage upskilling, and highlight the power of collaboration.”
Originally launched in 2002, WCPAA is an annual awards programme that recognises excellence in the province’s agricultural sector while also acting as a vehicle for skills development. Now in its 23rd year, the initiative covers 11 award categories and has attracted over 16 000 participants since its inception.
Sulaiman-Bray says that this year’s event, held on the 1st of November at Eureka Estate in Durbanville, once again demonstrated the impact of strong public–private partnerships, drawing over R1 million in sponsorships — a testament not only to financial support but to a shared belief in recognition as a cornerstone of growth and retention in agriculture. This year’s overall winner is Shannon Robertson, Assistant Livestock Manager at Boschendal in Franschhoek. Agrimark is providing the winner with management development training through Stellenbosch University, along with a R10 000 Agrimark store voucher.
“We congratulate the winners and commend every participant and agribusiness that continues to invest in training, mentorship, and skills development. It is through this commitment and investment that we ensure agriculture remains an aspirational and rewarding career path,” says Sulaiman-Bray.
This is the second year that Agrimark, KAL Group’s agricultural and lifestyle retail business, partnered with the WCPAA. “We believe in transforming communities through meaningful investment, ensuring we leave them stronger and more resilient than we found them,” says Sulaiman-Bray, adding that the collaboration speaks to two pertinent issues, the first being to position agriculture as an attractive sector for future talent, the second highlights the importance of investing in strengthening rural economies.
She says that agriculture has immense potential to create employment, drive innovation, and foster inclusive community development — but it begins with valuing the people behind the progress.
“We call on businesses to support and invest intentionally in local communities, cultivating talent, and affirming that every agri-worker’s contribution matters to the future of agriculture in South Africa,” concludes Sulaiman-Bray.
Photo: Magda Ehlers on Pexels
