June 12, 2003
By Tendai Dhliwayo
AN annual turnover of R1,4 billion, with sales in a single day totalling R10,89 million, is no mean achievement for a City utility that only a year ago was dogged by mismanagement woes.
These figures indicate the glowing performance of the Johannesburg Fresh Produce Market (JFPM), which "is going to great heights", according to Joburg's executive mayor, Amos Masondo,
The appointment of a new board along with new CEO Bernard Magabe in April this year saw the JFPM embark on a new vision, a new beginning and a new business plan to overcome the problems in the wake of the "corporate misgovernance related matters" during the 2000 to 2002 period.
"Since the new appointments, the utility is gathering momentum," Masondo said. He was speaking during a tour of the newly refurbished market on Wednesday.
"The vision of the JFPM is to become the preferred market, distribution centre and value-added facility for fresh produce in Southern Africa, complying with international best practices and standards," Masondo commented.
Almost 5 000 farmers from across the country use the market to sell their goods to about 3 500 buyers, some of whom coming from as far a field as Botswana and Namibia. "The profile of buyers ranges from big retail chain-stores to ordinary people who buy small quantities and sell it on street corners of Johannesburg," said Masondo.
Alongside the traditional bulk buying facilities, there is a section for the smaller traders. The new Mandela Village section in the market, an empowerment initiative, is an ideal facility to use when buying small quantities", said Masondo. This section provided an opportunity for small, micro and medium enterprises. Food can also be bought directly from traders, and kitchens are also available for the preparation of foodstuffs.
The market's premises have been made customer friendly. The sales floors have been cleaned and painted "for the first time in 27 years" and the security systems have been upgraded. In addition to the 25 security cameras currently in use at the giant market another 32 are going to be installed.
"Well-trained armed guards from a private security company were also brought in to revamp security. This has resulted in the market becoming a safe environment for both customers and traders" said Masondo.
In preparation for the coming year the JFPM has initiated several "Key Strategic Programmes". The utility plans to set up an AIDS orphans' food supply project and to create jobs through establishing processing facilities. Creating satellite markets to take the produce closer to traders, providing facilities for emerging farmers, and setting up an information centre to provide dietary advice and entrepreneurial support also formed part of the strategic programmes.
Buyers at the market come from as far as Botswana and Namibia
Although the market had seen a turnaround, there were still challenges to be tackled. Some of the major challenges were to encourage a wider use of the market, to inform prospective clients of the scope of business opportunities, to encourage major retailers to use the market, and to provide value-added services like packaging.
The JFPM said the utility, although owned by local government, had a national and international impact. "Our role involves feeding the nation with fresh produce in a well-managed manner."
