Developing market entry and marketing strategies for smallholder
farmers of the Witzenberg Local Municipality
Isaac
1Farmer
1
Maphalle
Support and Development, Western Cape Department of Agriculture
Corresponding author: [email protected]
Introduction
Combination of domestic, national and international marketing commercial pressure.
Little attention is given to the smallholder farming sector, regarding the dynamics to strategically enter into
market.
Highly competitive markets against well-established commercial farmers (bottlenecked into low market value
chains).
Aims & Objectives
The overall objective of the study was to determine the
barriers into market entry and marketing strategies
To identify barriers of Witzenberg smallholder farmers
entering the market.
To assess the existing market outlet for Witzenberg
smallholder farmers.
To evaluate factors influencing market entry and strategies.
Methodology
Map of Witzenberg Local
Municipality
The area was chosen due to the fact that farmers have
similarities regarding agricultural potential.
20 smallholder farmers were selected and sampled randomly.
The study was conducted through participatory method of using
questionnaires and interviews tools.
Qualitative research method was used in this study.
The study was design in such a way that it broaden access to
agricultural markets.
Data was collected and analyzed using both open – ended
questionnaire and semi – structured interviews.
Results
Food safety and quality accreditation
Conclusion
Compliance and accreditation for food safety and quality guarantee, are the determinants of
entry to export markets.
Consolidation and coordination of resources was critical for sustainable farming.
Collaboration with different stakeholder on the farms was the silver bullets for the success of any
farm business.
Joint Venture with commercial strategic partners and equity shares schemes uplift the standard
of farming.
Contractual and marketing arrangements link smallholder farmers to streamline economic
markets (retailers and Processors).
Collective action improves volume of products and remain competitive in farming industry.