Farmer's Weekly (South Africa)

3 minutes with Roelf Pienaar

Managing director of Tru- Cape Fruit Marketing


If you were given R30 million to invest in agricultur­e, either in new or existing farming activities or in the agricultur­e value chain, how would you spend it?

This year I feel that we should have invested more in the logistics side of the business. We’re currently seeing a significan­t shortage of equipment, but I don’t think R30 million would have been enough.

On a serious note, if I had the choice, I’d invest it in the marketing side of the business. We have the opportunit­y in Tru-Cape to add value daily for our growers and maximise returns. Although strong grower and packhouse support is needed, one can add significan­t value to the chain by implementi­ng a strong marketing strategy. What is the best advice you have ever been given?

It was in 1995 in Economics 101 at the University of Pretoria. The lecturer started each session with the same phrase: ‘Finish what you start.’ It has stuck with me ever since. If you were given carte blanche to effect one major change in South Africa tomorrow, how would you use this power?

Root out all corruption. What is the one thing that the COVID-19 lockdown has taught you not to take for granted?

My kids being at school for at least seven hours a day. What is your favourite South African dish?

My mother’s malva pudding.

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