November 5, 2004
By Bafana Nzimande
THE queue started growing before sunrise on Wednesday, 3 November, as people gathered outside the new Soweto Wholesale Market to buy fresh fruit and vegetables.
Eventually more than 1 000 shoppers - a mix of small traders and residents - found their way to the market, on Old Potchefstroom Road, Diepkloof, which was officially opened by Johannesburg mayor Amos Masondo.
The Market is a satellite project of the Johannesburg Fresh Produce Market, and the first to be established.
The aim of such a satellite market is to bring produce closer to smaller businesses and informal traders.
The Johannesburg Fresh Produce Market, in City Deep, is planning to set up other satellite markets in other townships such as Diepsloot, Alexandra and Orange Farm in the near future.
On opening day, customers were eager to buy the freshest products in town and cash in on a range of specials. A large logo on the vibrant green walls of the market's food hall says it all: "Bringing the farm to Soweto…every day".
"This is a brilliant move by the Johannesburg Fresh Produce Market because the new facility will save traders a lot of transport money and enable them to get enough sleep," said trader Elias Mashigo, referring to the fact that traders like himself have in the past had to get up before dawn in order to collect their daily supplies.
Long, snaking queue for opening day specials
Mashigo believes he will now be able to make a better profit, thanks to the fact that he will no longer have to pay transport fees to City Deep.
Masondo said more than 7 000 pedestrians visit the Johannesburg Fresh Produce Market every day and research had shown that these consumers incurred extremely high travel costs.
"Traders from Boipatong pay R300 for a single trip to the market. It is estimated that traders from Diespsloot pay R170, while traders from Soweto pay up to R70 for single transport," Masondo pointed out.
These huge amounts dug into traders' profits and impacted negatively on the sustainability of their businesses, he added.
The Johannesburg Fresh Produce Market, situated on a 63-hectare property some five kilometres from the city's CBD, is South Africa's major fresh produce centre and is the largest such market in Africa, with an average daily turnover of R6-million, according to Masondo.
Now, with the development of satellite markets, the Johannesburg Fresh Produce Market is also helping fight poverty.
"The facility has created new job opportunities," he added. "Some 30 people have already been employed and this number will increase as business grows".
He suggested that people who visit the market will need refreshments and this could present an opportunity for a local caterer to explore the possibility of starting their own initiative or expanding their current business.
The opening ceremony took on a festive air, with entertainment provided by kwaito star Mandoza singing all his hits, including the ever popular Nkalakatha.
Waiting shoppers sang along, while those being helped by market staff loaded up trolleys and huge bags, which they carried on their shoulders or heads.
Soweto celebrities, including soccer great Doctor Khumalo and personalities Gerry Rantseli and Augustine Masilela-Chuene, joined in the vibe.
"Soweto traders can forget about waking up early to travel to City Deep. Now the market is in their backyard," said Masilela-Chuene.
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