National Agriculture Department and APAC Equip Lowveld Farmers With Marketing Skills in Mbombela Workshop

The National Department of Agriculture, in partnership with the Agricultural Produce Agents Council (APAC), has launched a four-day Marketing Information and Capacity Building Workshop aimed at strengthening the marketing skills of farmers in the Lowveld. The workshop is being held at the Department of Agriculture, Rural Development, Land and Environmental Affairs’ Ehlanzeni District offices in Mbombela. It started yesterday and will run until Friday, with farmers from different areas of the Lowveld attending in groups on different days. The programme focuses on giving farmers practical knowledge that can help them reduce marketing risks, make better decisions when selling their produce and improve the profitability of their farming operations. By strengthening farmers’ understanding of agricultural markets, the initiative seeks to help producers secure fairer value for their products and make more informed commercial decisions.

Marketing remains one of the most important challenges facing farmers because producing quality agricultural products does not automatically guarantee a profitable return. Farmers need to understand market conditions, prices, demand, buyers and the factors that influence the value of their produce. Without reliable marketing information, producers can make sales decisions without knowing whether the price being offered reflects prevailing market conditions. This can expose farmers to unnecessary risks and reduce the income they generate from their production activities. The workshop provides an opportunity for farmers to strengthen their knowledge so that they can approach the market with better information and greater confidence.

The four-day programme has been structured to accommodate farmers from different areas of the Lowveld through daily group sessions. This approach allows participants to receive focused training while ensuring that farmers from different communities have access to the same marketing information and capacity-building support. The practical nature of the workshop is particularly important because farmers need tools that they can apply when making real decisions about their produce. Topics that help farmers assess market prices, understand marketing risks and evaluate sales opportunities can have a direct impact on farm profitability. By bringing these skills closer to farmers, the programme can help strengthen their ability to participate more effectively in agricultural markets.

A key focus of the workshop is helping farmers reduce marketing risks. Agricultural markets can change quickly due to supply and demand, seasonal production patterns, transportation costs and other economic factors. Farmers who understand these influences are better positioned to assess potential risks before committing their produce to a particular buyer or market. Marketing information can also help producers compare available opportunities rather than accepting the first offer they receive. Developing this ability can contribute to stronger bargaining positions and better decisions throughout the selling process.

Another important objective is helping farmers make informed decisions when selling their produce. The timing of a sale, the choice of buyer and the terms of an agreement can all influence the final income received by a farmer. Producers therefore need to understand the information available to them before agreeing to a transaction. The workshop provides practical guidance intended to help farmers evaluate sales opportunities and consider whether the proposed terms offer appropriate value. Better-informed decisions can help farmers protect their income while improving the commercial sustainability of their farming operations.

Verifying market prices is another key skill being promoted through the capacity-building programme. Farmers need access to accurate and current information when determining whether a price offered for their produce is reasonable. Price verification can help producers identify significant differences between offers and prevailing market conditions. It can also reduce the risk of farmers selling valuable produce at prices that do not adequately reflect its market value. By learning how to access and verify relevant market information, farmers can strengthen their ability to negotiate and seek fair value for their products.

The partnership with the Agricultural Produce Agents Council adds an important dimension to the workshop because agricultural produce agents operate within the marketing environment that connects farmers with markets. Understanding how produce marketing works can help farmers navigate relationships with buyers, agents and other market participants more effectively. Farmers can benefit from learning about the information they should seek before entering marketing arrangements and the factors they should consider when evaluating transactions. Building this knowledge can contribute to greater transparency and stronger relationships between producers and market participants. The collaboration therefore supports the broader objective of helping farmers become more informed and commercially capable participants in the agricultural value chain.

DARDLEA officials have also used the workshop as an opportunity to guide farmers on applications for the Comprehensive Agricultural Support Programme, commonly known as CASP. The officials provided clarity on the application process and addressed issues that farmers may need to understand before submitting their applications. CASP can provide important support to qualifying agricultural beneficiaries, making accurate information about the application process valuable to farmers seeking assistance. The current application period remains open, with the closing date set for September 11. Farmers interested in applying therefore need to ensure that they understand the requirements and submit their applications before the deadline.

The inclusion of CASP guidance alongside marketing training highlights the importance of addressing different aspects of agricultural development at the same time. Farmers need access to support and resources, but they also need the skills required to manage their businesses and sell their products effectively. Improving production capacity without strengthening market knowledge may limit the financial benefits that farmers can achieve from increased production. Similarly, strong marketing skills can be more effective when farmers have the productive capacity to meet market opportunities. Combining these areas of support can contribute to a more comprehensive approach to strengthening agricultural enterprises in the Lowveld.

The Mbombela workshop also provides an opportunity for farmers to engage directly with officials and seek clarification on issues affecting their businesses. Direct engagement can help identify practical challenges that farmers face when accessing markets, verifying prices or applying for agricultural support. It can also improve communication between government institutions and agricultural producers. Farmers can use these sessions to gain information that may otherwise be difficult to access and to better understand available government programmes. Such interactions are important for ensuring that agricultural support responds to the actual needs of farmers and contributes to stronger participation in the sector.

The four-day Marketing Information and Capacity Building Workshop ultimately demonstrates the importance of equipping farmers with knowledge that can improve their ability to operate as commercially informed producers. By focusing on marketing risks, sales decisions and market price verification, the programme gives farmers practical tools that can support better financial outcomes. The additional guidance on CASP applications provides another opportunity for producers to access information about government agricultural support while the application window remains open until September 11. As the workshop continues through Friday, farmers from different parts of the Lowveld will have an opportunity to strengthen their marketing knowledge and engage with agricultural officials. Initiatives that combine practical skills, reliable market information and access to support programmes can help farmers make better decisions, improve profitability and build more sustainable agricultural businesses.