By Segun Adeyanju
Limpopo-based agripreneur Matjee Mokgoadi is redefining rural agriculture by helping emerging farmers build profitable agribusinesses through structured mentorship, compliance training and improved market access.
Rather than focusing solely on crop production, Mokgoadi is equipping young farmers with the business skills needed to run sustainable agricultural enterprises. Through his Phuti Ya Mashilape Group and leadership role in Youth in Agriculture and Rural Development (YARD) South Central, he is supporting about 100 farmers with technical training, governance, business planning and compliance support.
Mokgoadi said many farmers fail not because they cannot produce crops, but because they lack the business systems required to access funding and profitable markets.
“Many farmers do not fail because they cannot produce. They struggle because they lack systems, market access and business support,” he said.
His organisation works with farmers, cooperatives and small enterprises across Limpopo’s Sekhukhune District, providing services ranging from business plan development and funding applications to mentorship, governance support and market linkages.
The agripreneur is also helping establish a 10-member farming cooperative on 7.5 hectares of land allocated by a local traditional authority. The project has already planted spinach and is raising seedlings of carrots, onions and beetroot as it prepares for expanded vegetable production.
Mokgoadi believes agriculture should be viewed as a business rather than merely a means of subsistence. He combines practical farming with agribusiness development to encourage young people to embrace agriculture as a viable career and investment opportunity.
His vegetable enterprise currently focuses on tomatoes, Swiss chard, onions and beetroot, while he is exploring agro-processing and value addition to increase farmers’ incomes and create more sustainable rural businesses.
He advises young farmers to prioritise direct markets, build strong business systems and reinvest profits gradually instead of rushing into large retail supply chains before achieving stable production.
“Start small if necessary, but start professionally. Keep records, understand your market, build relationships and never stop learning,” he advised.
Despite challenges such as limited funding and inadequate infrastructure, Mokgoadi says collaboration, discipline and strong partnerships have helped him build an enterprise that supports both agricultural production and rural economic development.
Looking ahead, he hopes to create a lasting legacy by developing farmers who are investment-ready, commercially minded and capable of building successful agribusinesses, while inspiring more young people to see agriculture as a serious business opportunity rather than a last resort.
