May 28, 2003
By Bongani Majola
THE lion's share of Wednesday's R82-million budget allocation to the Johannesburg Fresh Produce Market will be dedicated to empowering its customer base by improving conditions for them, including cold storage facilities and ripening services.
Johannesburg Fresh Produce is a commission market, the biggest in the city, where producers deliver their produce to market agents who then sell the produce to buyers. It provides fruit, vegetables, meat, fish and general groceries on sale to the public at wholesale prices.
With this week's budget allocation, the market plans to grow profits and secure long-term financial sustainability, manage and improve operational efficiency, facilities, systems and the quality of service offered.
Tied in closely to the plan is a strategy to increase market share by 35% this year. Operational customer care and an information centre is planned for the end of July to develop customer loyalty.
The fresh produce market hopes that more loyalty will mean more wholesale and retail SMME buyers, 90% of whom will be registered into the market's database by end of 2004.
Over the years the market has been characterised by a lack of industrial unrest and staff issues, market management declares, so its management will finalise conditions of service agreements in order to conclude a comprehensive plan on migration of staff from the City of Johannesburg to the Johannesburg Fresh Produce Market by the end of 2003.
Situated at City Deep, the fresh produce market has had its share of challenges, including producers and market agents taking their business to other markets or forming alliances with private sector food wholesalers and retailers.
Other challenges come from potential privatisation of other markets within, from contract farming, the poor public perception of the market and the daily handling of large cash volumes, which tends to draw criminals along with buyers to the market.
