The City of Johannesburg is positioning itself as a key player in the future of Africa’s agricultural landscape, with Executive Mayor Cllr Dada Morero emphasizing the exciting opportunities offered by the African Continental Free Trade Area (AfCFTA). According to Mayor Morero, the AfCFTA holds immense potential to unlock Africa’s agricultural capabilities, ensuring a stronger foothold in global markets and creating new avenues for growth and collaboration.
Speaking at the recent World Union of Wholesale Markets (WUWM) conference held in Sandton, Mayor Morero outlined Johannesburg’s vision of becoming a hub for fresh produce movement, trade partnerships, and innovation across the continent. “Johannesburg is ready to be a connector,” Morero stated. “We are ready to be a hub for agricultural trade, fostering innovation and creating a seamless flow of goods throughout Africa.”
Shaping the Future of Fresh Produce Markets
The three-day WUWM conference, held under the theme “The African Edition: Shaping the Future of Fresh Produce Markets through Sustainability, Innovation and Inclusivity”, attracted international delegates who gathered to discuss pressing issues surrounding food system resilience, inclusive growth, and the transformative role that agricultural markets can play in Africa’s development.
The conference explored how wholesale markets can be repositioned as critical players in ensuring food security, responding to climate change, and driving economic growth. Johannesburg, with its world-class infrastructure and forward-thinking leadership, was the perfect setting for these important discussions.
Cllr Nomoya Mnisi, the Mayoral Committee Member for Economic Development, also spoke at the event, reinforcing the City’s commitment to reimagining its agricultural landscape. “Wholesale markets must play a central role in ensuring food security, driving economic growth, and responding to the challenges posed by climate change,” Mnisi said, highlighting the essential role that Johannesburg’s fresh produce markets can play in the future of African agriculture.
Joburg Market: A Beacon of Excellence
A standout moment at the conference was the celebration of Joburg Market, Africa’s largest fresh produce market and among the top five globally. Cllr Mnisi highlighted some of the market’s recent achievements, including surpassing R1 billion in monthly turnover three times last year, underscoring its vital role in feeding communities and supporting livelihoods across South Africa and the continent.
Stéphane Layani, the WUWM chairperson, praised the Joburg Market for its commitment to transformation and socio-economic impact. “The Joburg Market is a beacon of excellence,” Layani said, noting the market’s central role in fostering growth, inclusivity, and sustainable food systems across Africa.
A Strong Focus on Agriculture and Infrastructure
Minister of Trade, Industry, and Competition, Parks Tau, also highlighted agriculture’s strategic importance for South Africa and Africa as a whole. “With over 61 million people to feed, food security remains a national priority. Our policies focus on upgrading agricultural infrastructure, enhancing cold chains, and improving post-harvest storage to boost productivity and ensure sustainability in food production.”
Tau’s comments resonated with the broader vision of the WUWM conference, which aims to strengthen Africa’s fresh produce sector, attract investment, and promote a more sustainable and resilient food system across the continent.
Positioning Joburg as a Hub for Agricultural Innovation
The WUWM conference was more than just a gathering of industry leaders — it was a springboard for positioning Johannesburg as the epicenter of agricultural innovation in Africa. The City’s commitment to sustainable agriculture, coupled with its infrastructure and strategic location, ensures that it will play an increasingly important role in shaping the future of food systems across the continent.
As Johannesburg continues to foster partnerships and attract investment, its role as a central hub in the global agricultural value chain becomes more evident. The city’s leadership, coupled with the outstanding contributions of the Joburg Market, positions it as a key player in Africa’s agricultural future — one that is sustainable, resilient, and inclusive for all.
In conclusion, Johannesburg’s growing influence in agricultural innovation aligns with the City’s broader vision of creating a connected, sustainable, and prosperous Africa. Through the AfCFTA and its ongoing commitment to reshaping food systems, Johannesburg is helping to pave the way for a future where African agriculture can thrive in global markets, securing food sovereignty for generations to come.
