the agri sa value proposition...the agri sa value proposition leading market share in social media...

The Agri SA Value Proposition

The Agri SA Value PropositionOrganisational overview

2018

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Vision

Unity about Agriculture

Mission

Agri SA promotes the development, profitability,

stability and sustainability of primary agriculture in

South Africa by means of its involvement and input

on national and international policy and the

implementation thereof.

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Biggest Representative Bodyin Agriculture

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Farmers representedin each province

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Animal Production

Milk Producers’ Organisation, National Wool Growers Association of South Africa, Red Meat Producers’

Organisation, South African Mohair Growers’ Association, South African Ostrich Business Chamber, South African

Pork Producers’ Organisation, Wildlife Ranching SA, Aquaculture SA

Horticulture

Banana Growers’ Association of South Africa, Canning Fruit Producers’ Association, Dried Fruit Technical Services,

South African Garlic Growers’ Association, South African Nursery Association, South African Subtropical Growers’

Association, South African Table Grapes Non-Profit Company, Tomato Producers’ Organisation Growers’, Vinpro

Non-Profit Company, South African Rooibos Council, Macadamias South Africa

Agronomy

Cotton SA, Dry Bean Producers’ Organisation, Forestry South Africa Medium Growers Group, Grain SA, South Africa

Cane Growers’ Association, Tobacco Institute of Southern Africa, South African Sugar Association

26 Commodity Organisations

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36 Corporate Members

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The Agri SA DifferenceA unique combination of deep sector-expertise and an unparalleled agri stakeholder network

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10 professional staff members

qualified in law, economics and

agronomyDEDICATED TO POLICY & RESEARCH

6 senior officials with

backgrounds in journalism,

consulting, marketing, media

relations and advocacy DEDICATED TO SERVICING MEMBERS

Largest agri NPO staff contingent in SA

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The Agri SA Value PropositionTestimonials

“Yesterday I had an occasion to meet the leadership of Agri-SA

and I was pleasantly surprised to hear them say, we acknowledge

that colonialism was really bad for land ownership in our country,

apartheid was really terrible for land ownership our country and the

1913 Land Act was a really bad intervention in our country.

And they say, we want to correct the injustices of the past; we

would like to work with you to find ways in which we can correct

the injustices of the past.

Meaning that they have embraced the fact that we now have to

move forward with the land question.

They have embraced the fact that, yes, there is going to be change

in the way that land is owned in our country. so, those who would

have wanted to resist are now coming to terms with the fact that

we have to change; and change, we are going to because our

people want the wound that was inflicted on them to be healed;

and the only way we can heal this wound is to transform our land

ownership.

And that is going to ensure that we have stability in our country,

that we can move forward with greater stability in our economy and

we can move forward with our nation-building processes.”

President Cyril Ramaphosa

President’s Speech on EWC

in Parliament

22 August 2018

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“Honourable Chairperson Before I deal with this year’s

budget allocation, I wish to re-iterate a warning I sounded

last year that we must refrain from politicising agriculture

and the challenges faced by both farmers and farmworkers

alike in the sector.

Recently we have observed in the media formations such as

the Afri-Forum spreading misinformation on global platforms

about a genocide on White people in South Africa arising

out of the current discourse on land. These claims are

without foundation and as such must be exposed. I wish to

take this opportunity to commend AgriSA for speaking out

against this misinformation campaign by Afri-Forum. AgriSA

have produced a report to the effect that claims of a White

genocide in South Africa are unsupported by evidence and

that farm murders in South Africa are actually on a 20-year

low. It is encouraging to observe that there are White South

Africans who will not let narrow opportunistic agendas to

derail serious attempts to find lasting solutions to challenges

experienced in the sector. This bodes very well for nation

building in our country and I would, once again, like to

commend AgriSA for its honesty and boldness.”

Senzeni Zokwana (MP) Minister

Budget Vote Speech Before

National Council of Provinces

(NCOP)

6 June 2018


Dominantmedia voice

R37.7mEstimate Ad Value – Q4 2017

10

0 200 400 600 800 1000

Q2 2017

Q3 2017

Q4 2017

Q1 2018

Media Coverage Local Global

Source: Meltwater


Leading market share in social media August 2018

Agri SA Agbiz TLU

Facebook 81,2%22 028

4,2%1 143

14,6%3 946

Twitter 70,5%11 939

29,5%4993 0

Instagram 100%3 159

0 0

LinkedIn 94,5%5882

5,5%345

0

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Active in the big issues

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Land Audit

In the absence of a definitive national land audit, Agri SA took the initiative and commissioned a

comprehensive audit by Agri Development Solutions (ADS) in conjunction with Landbouweekblad.

The audit, which focused on agricultural land transactions between 1994 and 2016, enables Agri SA

and agriculture as industry to engage with stakeholders on relevant policy issues on a factual and

transparent basis.

Drought Fund

Agri SA initiated a concerted campaign to support farmers impacted by the severe drought conditions

experienced over the past several years. By the close of 2017 Agri SA channelled R17 million of

donations in cash, animal feed and logistical support to farmers and communities in need.

Transformation Report

The Agri SA membership spent R331 million on transformation in the 2016/17 financial year and

reached an estimated 108 307 beneficiaries, which includes 55 000 farmers. The survey report and

additional research gives the opportunity to critically identify challenges to transformation, of which a

shortage of capital is at the top of the list. The report is the first consolidated report on transformation

within agriculture.


A platform for engagement

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Corporate Chamber Annual Events

1 March 2018, Johannesburg

Chamber Meetings

Members are able to network

across sub-sectors, better

understand unique

circumstances of other

players in the value chain

and discuss sector-wide

policy issues

26 March 2018, Pretoria

Ad-hoc meetings

Drawing on a depth of

expertise, the chamber

organises special sessions

to enable in depth

discussions on priority

matter. In above, esteemed

Judge Gildenhuys unpacked

expropriation without

compensation

23 & 24 April 2018, Pretoria

Annual Conference

Transformation and Trade

was the theme of the 2018

Commodity and Corporate

Conference, with keynote

speakers including the

Tshwane Mayor and

Rabobank, and allowed for

engagement with key

stakeholders

12 & 13 October 2017, Muldersdrift

Annual Congress

The pre-eminent event within

agriculture, the Agri SA

Congress brings together the

key decisionmakers in the

sector ranging across

government, commerce and

civil society. Agri SA hosts

several nationally recognised

speakers at congress


Centres of ExcellenceAt the centre of agri policy advocacy

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Economics and Trade

Activities

• Cutting-edge insight on macro trends and the authority on industry developments

• A specialist economic research unit that looks at potential impacts of policy on the agricultural sector

• The technical representative for agriculture at cross-sectoral policy negotiations

The team

Requier Wait, PhD

Head

Requier has a background in academia and professional consulting, and has worked on Economic Impact Assessments and Market Entry Studies. He has published in peer reviewed journals and presented his research at several conferences, locally and internationally. Requier holds a PhD in Economics from NWU.

Martina Benade

Economist

Martina has been with Agri SA’s Economics department for 30 years. She holds an Honours degree in Economics from NWU.

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Case study

Energy policy

The South African farming community face a twin energy threat to financial stability:

severe delays in diesel rebates, and tariff adjustments for electricity. Farmers already

have to contend with production challenges such as drought coupled with weak

commodity prices, and have relied on expedient diesel rebates for stable cash flows

through the season.

Fuel (diesel)

According to official data, the agricultural is entitled to an estimated R2,0 billion diesel

rebate per year, which of course represents a significant cost saving. Agri SA regularly

engages with SARS to raise delays and problems experienced by farmers, and

provided the National Treasury with inputs on how the system can be simplified to

ensure refunds can be processed accurately.

Electricity

The agricultural sector is a relatively small user of electricity, but given the geographic

spread, the cost of electricity provision to farms is relatively high. Agri SA actively

participates in NERSA’s public consultation process, by making written submissions as

well as presenting at NERSA’s public hearings.

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Natural Resources

Activities

• A dedicated unit focused on issues such as water rights and hydraulic fracking

• Close working relationship with relevant government departments to help inform and shape policy

• A credible representative for the broad interest group within the national environmental debate

The team

Janse Rabie

Head

Janse is an admitted attorney with two decades experience in natural resources and environmental law having practised in private and government, both locally and in several European jurisdictions. Janse holds a LL.M from UCT.

Gregory Smith

Natural Resource Officer: Water

Gregory volunteered at a municipality focusing on water treatment prior to joining Agri SA. He holds an Honours in Environmental and Water Science from UWC.

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Case study

Opposing exploration in bio-sensitive areas

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In October 2017 the Department of Mineral Resources (DMR) granted environmental authorisations to

Rhino Oil and Gas Exploration South Africa (Rhino) for natural gas exploration across four provinces. The

areas affected by these authorisations spans across the Eastern Cape, Free State, North West and

KwaZulu-Natal provinces and measures approximately 2.4 million hectares. Environmental authorisation in

terms of the National Environmental Management Act (NEMA) is a prerequisite for granting exploration

rights for natural gas in terms of the Mineral and Petroleum Resources Development Act.

According to Rhino’s environmental consultants, SLR, the intended exploration activities will not include

any actual hydraulic fracturing at this stage. However, the current regulatory regime governing oil and gas

development in South Africa grants the holder of an exploration right the exclusive entitlement to apply for

and be granted a production right which may well ultimately result in full-scale fracking.

It is imperative that interested and affected parties participate in the decision-making processes on shale

gas development from the outset to ensure that meaningful input is given on this highly contentious and

divisive issue.

Agri SA maintains that given uncertainties relating particularly to water availability and water, soil and air

pollution, it cannot support government’s seeming intention to create a full-scale natural gas industry in

South Africa. Agri SA appealed the decision. The appeal has to date not been finalised.

Agri SA urges the public to participate and comment on each decision of the DMR to grant environmental

authorisations with respect to shale gas development that are presently pending throughout the country.


Land

Activities

• Active part of policy and legislative negotiations on land and property rights

• Frequent amicus curiae for constitutional litigation on property rights (Sec 25)

• Legal research on a range of legislative and regulatory developments

The team

Annelize Crosby

Head

Annelize has over two decades experience in policy development and negotiation, and constitutional law research. She holds a LL.M from UP.

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Case study

Uys v Msiza

The compensation amount for a land claim in terms of the Labour Tenants Act was

disputed by the owner following a seemingly arbitrary deduction of R300 000 by the

Land Claims Court from the agreed upon R1,8 million. Government officials speedily

adopted the so-called “Msiza principle” to make similar deductions to other

compensation amounts.

The legal situation threatened to undermine equitable compensation for land claims,

and in turn the very sustainability of transformation in agriculture. Agri SA decided to join

the case given the broad application a ruling would have.

Agri SA consulted Senior Counsel and had to argue to join as amicus curiae (friend of

the court) in the Supreme Court of Appeal case, against the opposition of the state.

Having made the case, the court found in favour of Agri SA’s two arguments: the

starting position to determine a compensation amount must be market value, and no

arbitrary deductions may be made from the market value.

The ruling by the Supreme Court of Appeal sets a crucial precedent within land claims

jurisprudence. The nature and complexity of land claims guarantees that future litigation

will take place, so the precedent gives legal certainty on a significant point of

consideration.

Image

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Rural Safety

Activities

• A centralized unit to monitor and engage with national authorities on rural safety

• Continued crime intelligence and information sharing with membership

• Active resource support for specialized interventions through the Agri Securitas Trust Fund

The team

Kobus Visser

Director: Rural Safety and Provincial Affairs

Kobus joined Agri SA in 1986 and is responsible for Rural Safety, the Agri Securitas Trust Fund, as well as Agri SA’s Marketing and Communications. Kobus holds a MBA from the NWU.

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Case study

Agri Securitas Trust Fund

The indiscriminate brutality and damage inflicted by farm attacks require a level-headed

and sustainable response in order to protect the communities affected by this significant

problem. Given the geographical spread of farms and lack of resources on the side of

authorities, many farming communities are vulnerable to becoming hotbeds of rural

crime.

Agri SA established the Agri Securitas Trust Fund in 1999 to contribute to rural safety,

and has been involved in financing various projects such as surveillance technology,

erecting boom gates, funding research into farm attacks and providing trauma

counselling to victims of farm attacks.

In 2017 the farming community of Hartebeesfontein in North West Province applied for

a second round of support from Agri Securitas. While the community had an excellent

security structure in place, more support was necessary in the form of camera and radio

systems, which Agri Securitas was able to finance.

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Labour and Development

Activities

• Legal research and policy advocacy on labour market legislation

• Oversee training programs across agriculture and representative on SETA’s

• Networking transformation opportunities and engaging with stakeholders

The team

Jahni de Villiers

Head

Jahni joined Agri SA in 2017, before which she practised as a labour lawyer within a national trade union for over 11 years. Jahni holds an LL.B from NMMU.

Jolanda Andrag

Socio-Development Officer

Jolanda previously worked in academia as lecturer and researcher. She holds a Masters Degree in Political Science from NWU.

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Transformation in the cotton sector

Cotton SA is currently providing training and mentorship to 974 farmers. These farmers

organised themselves into 18 co-operatives in Nkomazi in Mpumalanga. Nkomazi is a

very warm area and the soil quality is not suitable for crop cultivation. It is, however

perfect for cotton cultivation.

In the past financial year, the Department of Rural Development and Land Reform

(DRDLR) contributed R7.7 million and Cotton SA R1.2 million to this project. In 2016,

2747 ha of land was cultivated, of which 1300 ha was planted by hand. With the

assistance of Cotton SA’s team an average yield of 950 kg per ha was produced which

resulted in an income of R19.95 million or R4 117 per farmer per ha.

The Nkomazi area is about 11 000 ha in size, so there is ample opportunity for

expansion and development. However, this is subject to the availability of funds for

more agricultural implements, installing proper irrigation systems and further training.

Cotton SA plans to build a processing plant in the area to bring the market closer, so to

speak, and create even more employment opportunities.

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Labour and Development


Strategic SupportProviding tailor-made services to our

membership

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Pietman Roos

Head: Corporate Affairs & Communication

Pietman has a background in economic

policy advocacy, business journalism and

communication, and previously advised

JSE listed corporates on media and

investor relations. He holds an Honours in

Econometrics from UP.

Aloise Fullex

Marketing Manager

Aloise cut her teeth in marketing and

sales, having worked for media sales for

close to a decade prior to joining Agri SA.

She holds an Honours in Marketing and

Business Management from Unisa.

Melissa Tighy

Communications Officer

Melissa is from broadcast media, having worked over 7 years at the renowned Afrikaans station RSG and SABC news as radio journalist and producer. Melissa has won several journalism awards, including the ATKV Media Veertjie in 2016, 2017 and 2018. She holds an Honours in Journalism from US.

Communications team

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Thea Liebenberg

Media Liaison Officer

Thea is has been in organized agriculture

for over two decades and have served in

her current role for 11 years.


Omri van Zyl

Executive Director, External Strategy

Omri is an admitted attorney with over a decade experience in leading the Africa consulting team at an international consultancy on agricultural strategy, M&A and operations. He holds a MBA from UP.

Christo van der Rheede

Deputy Executive Director, Internal Operations

Christo has two decades’ experience in leadership roles within civil society, including education and organized business and was recently elected as the Chair of AgriSETA. He holds a MPA from US.

Strategic Support

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Disclaimer

The material in this presentation has been prepared by Agri South Africa. Any copying or distribution of Agri SA intellectual property without permission may result in legal action.

Agri SA

Inkwazi Building, Block A, 1249 Embankment Road, Zwartkop X7, Pretoria, South Africa

T I +27 (0) 12 643 3400

F I +27 (0) 12 663 3178

E I [email protected]

www.agrisa.co.za

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