Farmer’s sweet success
Diversifying leads to year-round productivity
HANNES Joubert started growing melons to generate additional income during the citrus off-season, but this Kirkwood farmer has developed his side business into a thriving enterprise.
Habata, under the watchful eye of owner Joubert, 61, is not only one of the largest fruit producers and exporters in the Sundays River Valley, but the company is also the largest off-season employer.
“We started growing melons about 15 years ago. Back then we knew a lot less than we do now,” Joubert said.
“Over time our knowledge grew and technology improved, so in the last five years this business has expanded enormously from where we started.”
Habata’s main income still comes from citrus which is supplied to a number of exporters around the valley.
The company manages the distribution and export of its off-season products itself.
The flagship product is seedless watermelons, while melons and butternuts are cultivated specifically to have a longer shelf life.
According to Joubert, Habata has close to 700 hectares divided up almost equally between watermelons, melons and butternuts.
Once these fields are tilled the baby plants are put in the ground and covered with plastic to protect them from the elements and pests.
This also prevents water from the drip-irrigation system evaporating when temperatures reach up to 40°C.
GPS tracking systems are put in place to help tractors navigate the fields, water for irrigation is monitored electronically for maximum efficiency, and Habata has its own bee colonies to promote natural cross-pollination.
Some of the watermelon plants are grafted onto pumpkin roots, making them more hardy.
Once picked, the watermelons, melons and butternuts each have their own R15-million processing and packing warehouse, built to international specifications.
“About 90% of our produce goes for domestic and international export,” Joubert said. “That is why we need to adhere to international standards when handling our products.”
Washing of hands is essential on entering the facility.
Dozens of staff members are outfitted with rubber gloves before they handle the fruit, and only electric forklifts may operate inside the warehouse as exhaust fumes from fuel-driven machines can compromise the fruit.
From being picked to appearing on shelves across the country takes no longer than two days, to ensure fresh produce to the public.
International exports, to Europe, Asia and Russia, depend on demand and are transported in cooled containers.
One of Habata’s flagship products is the Fascination watermelon cultivar, which has few to no seeds, and an exceptionally long shelf life.
Up to 40 000 of these watermelons pass through its warehouse daily.
During the citrus season Habata employs about 1 200 people, including seasonal packers.
During melon season, it still employs about 1 000 people, making Habata the region’s largest employer during the citrus off-season.
“Our business is no longer bound to just one season, and we think of that as our way of giving back to the community.
“The people who work for us want to be here, and we are very fortunate to have such an enthusiastic staff complement in all sectors of our business,” Joubert said.
Sundays River Citrus Company (SRCC) managing director Hannes de Waal said Joubert’s innovation and forward thinking were a vital contribution to the region.
De Waal, who heads one of the country’s largest citrus exporters, lauded Joubert for identifying a niche market.
“A lot of the farm workers here only have work for six months of the year, so enterprises that stretch beyond the citrus season are crucial for our economy,” he said.