DRIVING FOOD SYSTEM TRANSFORMATION IN SOUTH AFRICA VIA AGRITOURISM MARKETS - SUMMARY REPORT
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DRIVING FOOD SYSTEM TRANSFORMATION IN SOUTH AFRICA VIA AGRITOURISM MARKETS A UN FOOD SYSTEM SUMMIT INDEPENDENT DIALOGUE JUNE 9, 2021 SUMMARY REPORT
ACKNOWLEDGEMENTS The organizing institutions wish to thank the Department of Agriculture, Land Reform and Rural Development; the National Agricultural Marketing Council; the Food and Agriculture Organization; Standards Bank; the National Development Agency; other presenters, participants; Chefs Manifesto; and the organizing institutions’ staff for their contribution to a successful dialogue and its promotion. Photo Credits:
Table of Content A. Background ................................................................................................... 2 Objectives ............................................................................................................................................................... 2 Target Audience .................................................................................................................................................. 2 B. Dialogue Overview ........................................................................................ 2 C. Sessions Highlights ........................................................................................ 3 Agritourism’s Market Drivers ....................................................................................................................... 3 Making the case for Agritourism in South Africa in 1.2.3… .............................................................. 3 Recipes for Sustainability................................................................................................................................ 4 Educate to Innovate ........................................................................................................................................... 5 Development and Financial Institutions Pitch in ................................................................................. 5 Working Group Discussions ........................................................................................................................... 6 D. Dialogue Outputs and Outcomes.................................................................... 6 Participants’ Views............................................................................................................................................. 6 E. Concluding Remarks ...................................................................................... 7 Annex .................................................................................................................................................................... 10 I. Position Paper (Policy Brief)................................................................................................................... 10 II. Business Proposal and Coordinating Framework ....................................................................... 13 Box 1: Agenda at a Glance ________________________________________________________________________________ 2 Box 2: What is Agritourism? ______________________________________________________________________________ 3 Box 3: Market Tidbits______________________________________________________________________________________ 8 Box 4: Market Tidbits______________________________________________________________________________________ 7
“The Food System determines who gets to eat and who does not;
who can make a living from farming and who does not. It
determines the income of farm workers, the price, the quality, the
source of food on your shelves.1”
Cuisine is widely recognized as a key ingredient in a country’s
worldwide attractiveness. This cultural asset can play a key role
within South Africa’s tourism sector strategy while being a
catalyst for promoting initiatives and practices crucial for
redefining its food systems2
1 An Empty Plate. Why we are losing the battle for our food system, why it matters, and how we can win it back.
Dr. Tracy Ledger, 2016
2 Making Agritourism markets work for sustainable food systems in Sub-Saharan Africa, Research Concept Paper,
AgriLuxe Marketing, FANRPAN et al, 2020DRIVING FOOD SYSTEM TRANSFORMATION IN
SOUTH AFRICA VIA AGRITOURISM MARKETS
A UNFSS INDEPENDENT DIALOGUE
representatives from academia, non-
A. Background governmental organizations, financial
institutions, and relevant development
Objectives and government agencies.
AgriLuxe Marketing, FANRPAN, and No-
A partial snapshot of the participants
Line Communications partnered to
implement the dialogue on the role of
agritourism markets in transforming food
systems in South Africa. The webinar,
which took place on June 9, 2021, had the
following objectives:
increase awareness and generate
discussion among stakeholders on key
market opportunities in the
agritourism sub-sector to support all Over 120 persons registered to the
dimensions of food systems dialogue; 81 of whom participated. Most
sustainability; participants (64%) were from the private
identify key policy and program sector.
interventions to support maximizing
agritourism market opportunities for B. Dialogue Overview
transforming South Africa’s food
system; and The one-day dialogue was delivered via
opening addresses, case study
generate interest in establishing an
presentations, plenary and working group
informal Agritourism Food Systems discussions. (See Box 1 for an overview of
network for continued dialogue and the agenda).
action beyond the Summit.
Box 1: Agenda at a Glance
“I look forward to the outcomes of the dialogue, SETTING THE STAGE
which I believe will go a long way in contributing to Opening remarks from DALRRD and
our discourse and national positions.” Ms. FANRPAN
Phindiwe Dingle, Representative of the Director Conceptual and operational frameworks
General, DALRRD related to agritourism and sustainable
food systems
Target Audience SESSION I – CASE STUDIES
A range of stakeholders linked to the Learning lessons from 3 successful
agriculture and tourism sectors were agritourism operations in South Africa
targeted, including representatives from
SESSION II – PANEL INTERVIEW
farming, tourism and hospitality, culinary, Discussing the central role of chefs in
food and beverage associations, and bridging the gap between agritourismand sustainable food systems opportunities to support healthier food
systems.
SESSION III – PANEL INTERVIEW
Discussing the role of education and
innovation to maximize agritourism’s Box 2: What is Agritourism?
market opportunities
SESSION IV – PANEL INTERVIEW Broadly speaking, diverse commercial activities that
connect domestic and international travelers to
Discussing access to land, finance, and
their food source. For the purposes of the dialogue,
value chain coordination – critical
it must entail at least 5 factors:
challenges in maximizing agritourism’s
market opportunities
Increases farm incomes
SESSION V – WORKING GROUP DISCUSSIONS Engenders creation of sustainable jobs linking
Exploring solutions to maximize the agriculture and tourism sectors
agritourism’s market opportunities to Promotes cultivation of diverse, nutrient laden
transform South Africa’s food systems foods
within 4 break-out groups Promotes environmental conservation
Attracts the public to visit or be aware of
agricultural operations
The working groups explored
solutions based on three trending
agritourism offerings: food festivals, Making the case for Agritourism in
indigenous food tours & nutritious South Africa in 1.2.3…
fine dining using local ingredients; Three dynamic operations that promotes
and the fourth focused on required agritourism highlighted the sub-sector’s
ingredients for a next generation of direct and multiple benefits to a
innovative food systems sustainable food system.
1. !Khwa ttu, an award-winning San
C. Sessions Highlights heritage and education center and
thriving tourism destination,
Agritourism’s Market Drivers addresses the hopes and dreams of
Two broad set of drivers were outlined: A
San Indigenous peoples all over
broken food system on the one hand; and
an increasing consciousness among southern Africa. The staff at !Khwa ttu
travelers related to health, social and have taken advantage of consumers’
environmental issues on the other. interests in nutrition, health, and
wellness, and local culture to
The broken food system in South Africa is transform their restaurant menu,
characterized by high food imports, a food
which featured highly processed
industry concentrated in the hands of an
products supplied by large
elite few, limited access to affordable
nutritious food, high rates of malnutrition multinationals, to one developed with
and starvation. This brokenness means a connectedness to the land, its
that there is ample opportunity to identify plants, animals, and its people. Every
market-oriented solutions to produce plate has a touch of indigenous
food with healthier outcomes. culture, every ingredient tells a story,
and every taste is unique, fresh, and
An increasing health, social, and
environmental consciousness among “utterly delicious." Their signature
consumers further creates market eland burger has been rated onTripadvisor as the “best burger in the management, farmer education and
world.” provides market access to small-scale
farmers.
‘Our decision to transform our menu has created a
Recipes for Sustainability
better understanding of sustainability, not only for
our guests but also for our whole business.’ Mr. A meal is not just a meal. On each plate, a
Michael Daiber, !Khwa ttu chef can present a country’s heritage, its
economic potential, and the health and
well-being of its people and environment.
2. Setšong African Tea Crafters, an Therein lies the vision of the culinary
indigenous tea brand, uses flora from professional who supports sustainable
the natural landscapes of Limpopo development goals.
province. The social entrepreneurs
African chefs are not just creative
behind the brand leverage access to visionaries, but also food activists and
indigenous communities to craft entrepreneurs using their platforms to
products and services that offer advocate for food sovereignty and
superior health benefits while diversity, to empower farmers and food
empowering cooperative members, processors to participate in food value
comprised of youth and women, to chains, and to transform local and
indigenous produce into good food for all.
participate in the tea and agritourism
value chains. Through their tea tours Examples of their contribution to the
they educate consumers on agritourism-sustainable food system
biodiversity resources in Africa, create agenda include:
awareness about indigenous
knowledge systems, allow tea farmers Leading initiatives for narrative
to diversify and increase income labelling of local foods produced in
streams, and create jobs in the the rural sector
hospitality and tourism sector. Organizing food festivals as a means
of introducing unique and indigenous
ingredients to markets
South Africa’s 30 million-strong tea drinking
Linking urban farmers to consumers
population are shifting allegiance away from their by inviting them to curated-food
traditional favourite and opting for a home-grown events and telling their stories in the
choice that contains fewer toxins.” Ms. Retang
Phaalha, Setšong African Tea Crafters marketing of the same
Hosting of celebrity programs to raise
3. The V&A Waterfront is an iconic 123- awareness.
hectare neighbourhood, which
welcomes around 26 million visitors The agri-food processing industry can be linked to
different agricultural production and farming
from all over the world annually. With models. 70% of raw materials needed for the food
this market access, the Waterfront processing sector are sourced locally. This sector
holds a lot of opportunities for South Africa…using
aims to develop a local, authentic,
innovation to make products in response to
and culturally diverse food ecosystem consumer trends. Chef Pinky Maruping, Unilever
that supports lives and livelihoods, Food Solutions, SA
health and well-being. The food
ecosystem at the waterfront serves as
a hub for aggregation, food wasteEducate to Innovate project and some of the largest retail
Training, education, research, innovation outlets – in the Limpopo project.
were recurrent themes throughout the
dialogue when discussing challenges and “There really are a lot of opportunities in
needs for maximizing agritourism market agritourism and we are open for that business. We
opportunities to transform food systems are really invested in the industry.” Ms. Keneilwe
in South Africa. Key areas highlighted that Nailana, Standards Bank
would benefit from a holistic approach to
these themes include: Standards Bank has a track record of
supporting agribusinesses and those
Empowering farmers to participate involved in agritourism are among them.
competitively in food value chains, According to their Agribusiness Manager,
including those who operate in the they have witnessed “traction in
informal sector in rural and peri- agritourism,” and have helped “farmers to
embark on this journey.” The financial
urban areas
institution invests a lot in “intimate
Designing policies to support an relationships” with its clients to ensure
efficient enabling business they understand their business goals and
environment and to respond to to tailor make financial solutions based on
changing consumer trends in food and individual needs. Part of the guidance
nutrition they provide is to encourage clients,
wanting to invest in agritourism, to really
Upgrading educational curricula,
understand the industry, as it requires
particularly for chefs to be better additional skill sets, market intelligence,
prepared to promote local, authentic and know-how. It is an industry they fully
South African cuisine and manage support as they believe it provides
food waste opportunities for diversifying income
Processing foods to maintain its streams, spreading risks, and managing
nutritional value the cash flow cycle.
Engendering behavior change and
mind-set regarding farming and “This dialogue is timely and topical. FAO supports
countries towards the effort of transforming agri-
related activities, particularly among food systems that are inclusive, sustainable, and
the youth resilient. Investing in agritourism…we realise would
be a solution to address the social, economic, and
environment pillars of agenda 2030.” Dr. Brave
Development and Financial Ndisale, FAO
Institutions Pitch in
All three institutions at the dialogue, the
FAO’s support of Agritourism is
National Development Agency (NDA),
underscored by the recent signing of a
Standards Bank, and the Food and
Memorandum of Understanding (MoU)
Agriculture Organization (FAO) support
between FAO and the World Tourism
initiatives in the agritourism space.
Organization (WTO). The goal of the MoU
is to promote sustainable tourism in rural
NDA has at least two on-going projects
areas, which is inclusive of agritourism,
working with cooperatives in Cape Town
and aims to foster innovation and
and Limpopo. Acknowledging a key
entrepreneurship in the rural areas, and
challenge faced by producers is access to
improved ecosystem management.
markets, NDA efforts facilitate producers’
access to one of the top hotels in the
To this end, the FAO and WTO are
Western province – in the Cape Town
promoting Global Important Agricultural
Heritage Sites (GIAHS). The developmentinstitutions acknowledge the value of Working Group Discussions
agricultural and cultural heritage and their The aim of the working group discussions
relevance to sustainable development, was intended to identify some concrete
biocultural diversity, including bio- business proposals to respond to the
diversity, and ecosystem management. market opportunities highlighted and
address related challenges. Three of the
Agritourism is also viewed as an working groups were based on the top
opportunity to build back better after the three agritourism offerings of interest
devastating impact of COVID-19 on the selected by travelers in the global
tourism economy. To realize this consumer survey (see Box 3). The fourth
potential, the institution signals the working group focused on issues that are
importance of strong coordination among cross-cutting
the multiple stakeholders to build mutual
trust, avoid power asymmetries, and to be
able to expand sustainably into regional
and global value chains.
D. Dialogue Outputs and
Outcomes
FAO offers knowledge dissemination and
technical support to share and implement Participants’ Views
good practices on smart solutions Based on the discussions generated and
regarding some of the challenges participants’ feedback, the 4 objectives of
discussed, particularly regarding access to the dialogue were largely met.
land and stakeholder coordination.
1. Increase awareness on the
Box 3: Market Tidbits Agritourism-Food System agenda.
Participants were asked to provide
feedback on whether they felt
FOOD TRENDS AMONG TRAVELERS
agritourism can contribute to
On a scale of 1-8, travelers indicate preference for: transforming food systems.
Recognizing that there is a general
Food Festivals (≈ 7.5)
Fine Dining (at restaurants serving local
lack of awareness on what constitutes
cuisine) (≈ 7.4) agritourism and, more specifically, its
Indigenous Food Tours (≈ 7.3) role in food systems, the poll was
Wine Tours (≈6.8) meant to be implemented at the start
Other Farm Tours (≈ 6.7)
of the dialogue and then again at the
Street Food (≈ 6.0)
Interactive Cooking Classes (≈ 5.9) end to gauge any difference in
opinions before and after discussions.
Health & Nutrition Due to technical challenges, the poll
66% always search for healthier options and
are willing to pay a price premium was only implemented at the end of
the dialogue. Seventy-six percent
Convenience strongly agreed that “Agritourism can
18% eat what is conveniently available
help transform South Africa’s food
Affordability system for the better,” while twenty-
13% make food choice based on budget
four percent agreed.
Source: Online Global Consumer Survey, AgriLuxe
Marketing, 2021 2. Policy Brief. Substantive issues were
highlighted during the discussions,
which signalled key policy issues to beoutlined in a brief. The brief was concerted promotion of sustainable
prepared post-dialogue and shared food markets, health and nutrition,
with participants for their final input and indigenous, cultural, and
before submission to the UN system. environmental conservation. The
The policy brief (Position Paper) is three pillars of the framework are
found in Annex I. flexible to allow for adjustments as
agritourism market opportunities
evolve. Finally, the participants
Box 4: Market Tidbits
propose that the framework be
considered for inclusion as part of
THE WELLNESS ECONOMY
South Africa’s national development
The global wellness economy was a US$4.5 agenda, specifically within the context
trillion market in 2018 of its agriculture, tourism, and
The industry grew by 6.4% annually from
localisation strategies. This is also a
2015-2017, nearly twice as fast as global
economic growth as a whole
framework that could be replicated in
Among the top wellness market by revenue, in other parts of Africa to support
which agriculture plays a key role include: strengthening of regional and
o Healthy eating and nutrition continental wide agritourism and food
(US$702 billion
value chains and branding.
o Wellness tourism (US$639 billion)
Source: Global Wellness Institute, 2019 4. Informal Professional Network. The
final poll implemented at the end of
the dialogue sought participants’
3. Business Proposal. The result of the 4 views on continuing engagement
groups’ discussions is reflected in the post-dialogue through an informal
proposal: Indigenous 2.0 – The Next professional network. There was
Generation Project (see Annex II for unanimous agreement (100%) to
details). The business solution participate in a network. A broad
proposed by participants is founded outline for the Professionals
on three integrated principles (these promoting an Agri-circular Economy
principles also dominated the (PACE) is found in the business
National UNFSS Dialogue): proposal in Annex II.
i. Use of indigenous knowledge
systems E. Concluding Remarks
ii. Support of local economies,
Making agritourism markets work for the
particularly in the rural space
poor and development objectives, such as
iii. Application of innovative food system transformation, is strategy
technologies and based on the central organizing principle
approaches. of successful economies. More accessible
and competitive markets provide the poor
The solution proposes a framework with better choices and opportunities to
that allows for collaboration among improve their livelihoods and overall well-
being. Markets that function well also
multiple stakeholders, for monitoring
have wider economic benefits. They can
and evaluation of results and forstimulate competition, place pressure on
producers to improve products and
services, and in turn offer better value for
3
consumers .
3A Synthesis of the Making Markets Work for the Poor
Approach; DFID, SDC; 2009While the discussions and outcomes of the Independent Dialogue
touches on more than one of the Action Tracks, for the purposes of
selection, they are most aligned with Action Track 2: Shift to Sustainable
Consumption Patterns.ANNEX I. Position Paper (Policy Brief) 09 JUNE 2021 SOUTH AFRICA POSITION PAPER - DRIVING FOOD SYSTEM TRANSFORMATION IN SOUTH AFRICA VIA AGRITOURISM MARKETS Recognising the United Nations Member States’ commitment to the 2030 Agenda for Sustainable Development as a shared blueprint for promoting people, planet, prosperity, and partnerships; Recognising the UN Food System Summit aims of raising global awareness and shaping global commitments that can transform food systems to resolve hunger, reduce diet-related diseases, and restore planetary health; Recognising South Africa’s commitments made under the Johannesburg Declaration on Sustainable Development and the Plan of Implementation towards sustainable agriculture, food security, and nutrition; Recognising South Africa’s National Tourism Strategy 2016-2026 mandates to seek competitive options, new products, and market development to maintain South Africa as a relevant and desirable destination taking into account emerging trends, such as interest in green, sustainable, and ethical tourism, to identify adapt, and take advantage of relevant opportunities; Recognising South Africa’s recent localization strategy that aims to realise the localization of good and services of up to R200 billion over five years; Recognising that South Africa, in response to the fall-out from COVID-19, has committed to an economic strategy that requires a new social compact, among all role players, to restructure the economy and to achieve inclusive growth; Accepting that agriculture, while underperforming, remains a priority sector to South Africa and Sub-Saharan Africa as a whole to realize economic growth, food security, and poverty reduction at the national and regional levels; Accepting that many academic studies have shown indigenous knowledge and systems are intrinsically linked to environmental conservation, bio-diversity, and healthy lifestyles;
Accepting that inclusive market-based approaches to development agendas have been
demonstrated to achieve sustainable positive impacts;4
Accepting that countries with higher integration in regional and global markets with high-
value products, or countries with large high-value domestic markets, seem to have advanced
the most in terms of the contribution of agriculture to economic development.5
As an outcome of our engagement in the UNFSS Independent Dialogue, “Driving Food
System Transformation in South Africa via Agritourism Markets,” we the participants
recognize that:
A common factor in all cases of successful agricultural transformation is access to
expanding markets with paying customers.
While the agriculture sector has yet to live up to its potential as an engine of growth and
transformation, market linkages with the tourism sector will serve as a pull effect on
agriculture, as the tourism sector is one of the fastest growing sectors across the world –
faster than global economy GDP growth. This sector remains an important driver for job
creation. It also tends to employ a higher share of youth workers than the overall
economy. Most travel and tourism expenditures are generated by domestic, compared
to international, travel and is expected to be a key driver in the sector’s initial recovery
from COVID-19.
The broken food system, which has resulted in negative social, economic, and
environmental impacts in South Africa and the rest of Africa, is an opportunity to
identify market-based solutions to transform the food system for healthier outcomes for
all.
Increasing awareness among consumers regarding health, social, and environmental
development challenges are driving demands for food products and services that can
best be supplied in the agritourism sub-sector.
Research data, including from South Africa’s case studies, show investments in
agritourism initiatives, particularly investments made to increase small-scale producers’
capacities to deliver quality products and services, stand to have a direct and positive
impact on food systems.
Indigenous systems and practices and other local food products and techniques offer
unique selling points and competitive advantage in agritourism markets.
Coordinated efforts in regional branding, which can be facilitated by the African
Continental Free Trade Area, can drive growth and competitiveness in agritourism value
chains
Education and skills training, application of innovations and technologies, access to land
and finance, marketing, infrastructure, and stakeholder coordination are priority issues
to be addressed for African entrepreneurs to be competitive in the agritourism markets.
We, the participants of the Dialogue recommend to our government and the UN Food
System Summit coordinating Members to:
4 DFID, SDC
5 Agro-Industries for Development, FAO, UNIDO, CAB, 2009Allocate resources for further research and analysis on the Agritourism sub-sector and
its impact on sustainable food systems to better inform policy and programme design
and implementation.
Consider our submitted business proposal and multiple-stakeholder coordinating
framework as:
o Contribution to the UN Food System Summit agenda; and
o Reference in elaborating, finalizing, reviewing relevant national and Africa-
wide strategies and agendas.II. Business Proposal and Coordinating Framework
INDIGENOUS 2.0 - THE NEXT GENERATION PROJECT (I-NGP)
1. Goal
To promote the integrated and sustainable application of modern innovative enterprises
and indigenous food and knowledge systems
2. Objectives
a. Unlock competitive local agritourism value chains and
b. Improve sustainable food and nutrition outcomes in South Africa.
3. M&E Indicators
a. Increased branding of South Africa’s indigenous food/cuisine and other agritourism
offerings, at the national, regional, and global levels.
b. Increased number of jobs linked to the agritourism sub-sector.
c. Increased farm income opportunities.
d. Increased consumption of biodiverse nutritious foods, including indigenous foods.
e. Opportunities for replicating the project in other Sub-Saharan countries to promote
regional agritourism-indigenous food systems/brands.
Figure 1: Indigenous 2.0 – The Next Generation Project (I-NGP)
Pillar 1 Pillar 2 Pillar 3
Food Festivals Indigenous Food Routes Nutritious Fine Dining
The F-NGP Operating Platform
(Virtual Coordinating Secretariat & Informal Professional Network)
4. Project Description
a. Overview: The Project will have 3 pillars (food festivals, indigenous food routes, and
nutritious fine dining) an operating platform (a virtual platform for educating,
advocating, and raising awareness on sustainable & innovative food & agricultural
practices, nutritious & culinary preparation techniques, and market opportunitieswithin the agritourism space). The 3 pillars will be mutually reinforcing and will be
supported by the operating platform.
b. The Pillars (see Table 1 for further details on the pillars):
i. Food Festivals: WILD Festival – As the name suggests, the WILD Festival is
meant to evoke a food celebration that is unusual, unique, exciting, and
roving. The objective is to promote local, seasonal harvests, food, and
related trade throughout South Africa. It is proposed as a biannual event to
be held in different provinces each year. Key features of the proposed
festival include promotion of farming operations – each festival will take
place on a farm that can accommodate relevant activities; promotion of
trade networking and investments – each festival will have a VIP show room
that will present curated briefs on the latest developments in the food and
beverage markets and opportunities to meet and greet/network with value
chain stakeholders and investors; and the launch of an App for festival
vendors, who will be eligible to register based on required credentials. The
App will serve as a year-round online trading platform for fresh farm
produce and prepared food products.
ii. Indigenous Food Routes: The Sekhukhune Route – An Agricultural and
Indigenous Food Route within the Greater Sekhukhune District, integrating
existing agricultural activities with Bapedi heritage and cultural assets. The
Sekhukhune Route will be used to raise awareness about biodiversity and
cultural heritage in the district, generate sustainable livelihoods within the
community, and to provide direct market access to farmers. Sekhukhune is a
vast region in the province of Limpopo, rich with natural and mineral
resources, untapped indigenous resources, with potential for economic
development and a rich heritage that remains untapped. Such is the case
with villages such as Ga Matlala Ramoshebo, Mohlaletsi (The Royal Village),
Ga Marishane and Phaahla villages of this region. The Royal Bapedi home
and the grave site of one of South Africa’s youngest international symbols of
martyrdom, amongst others are based in these villages along with strong
indigenous knowledge of biodiversity. The district also has a high youth
population – 55% are below 20 years with 79% below the age of 40.
iii. Nutritious Fine Dining: TEXTURE – Fine Dining Re-Imagined. Texture refers
to the qualities of a food that can be felt with the fingers, tongue, palate. It
is also an index of food quality. The concept for TEXTURE is to establish a
world class, sustainable, creative, green tourist destination to nourish the
body, mind, and soul at affordable prices. The initiative will offer farm-to-
fork, educational, and leisure experiences, based on indigenous foods and
practices. The objectives are to: produce fresh, minimally processed menus
fusing indigenous and modern ingredients and techniques; reduce food
waste; promote local food ecosystems; and provide a functional and
aesthetically pleasing natural environment for training, dining, and leisure.
Key features of the proposal include a repository of culinary data on
indigenous food and practices, a commercial farm, production and
demonstration kitchens, curated gardens and other event spaces (including
for dining).c. The Operating Platform will be virtual network, supported by a virtual secretariat
and the Informal Professional Network 6 of agritourism/food practitioners, other
relevant private sector stakeholders, and representatives from civil society and
government agencies.
i. The Secretariat will be responsible for coordinating all activities of the
platform and pillars, including:
Facilitating resource mobilization (technical and financial) for
implementing the Project;
Monitoring, evaluating, and reporting of the Project;
Curating Indigenous 2.0 databank
Marketing/Educational materials;
Preparing and disseminating policy briefs;
Setting agenda & convening meetings (online/face-to-face).
ii. The Informal Professional Network (Professionals promoting an Agri-Circular
Economy – PACE) will be responsible for
Elaborating activities to be undertaken under the pillars;
Detailing related resource-needs (technical & financial);
Assessing/agreeing on efficient resource allocation for
implementation;
Identifying/agreeing on pillar teams/leads from members within
the network, who will be responsible for coordinating and leading
design and implementation of activities in each pillar and
reporting progress & outcomes to the platform secretariat.
iii. PACE will comprise of representatives of key stakeholder groups who will
bring technical know-how expertise and access to additional resource
networks to support implementation of pillar activities. A committed and
entrepreneurial representative from each stakeholder group will chair the
Network on a rotational basis. In the initial stages, the Chair’s role will be
filled by: (i) Chef/Culinary Industry; (ii) Commercial Farmer; (iii) Other
Entrepreneur – preferably a youth (in the food, tourism and hospitality
spaces); (iv) Academia.
iv. A more elaborated set of Terms of Reference will be undertaken at a later
stage.
6 At some point, this network will have to be formalizedTable 1: Details of Business Solution Pillars
SUBJECT PILLAR 1 PILLAR 2 PILLAR 3
FOOD FESTIVALS INDIGENOUS FOOD ROUTES NUTRITIOUS FINE DINING
Name WILD Festival The Sekhukhune Route TEXTURE – Fine Dining Re-Imagined
Objective Promote local seasonal harvests, food, and Raise awareness of biodiversity and cultural Establish a sustainable creative green space
related trade heritage in the district to nourish the body, mind, and soul at
Generate sustainable livelihoods affordable prices
Provide farmers an opportunity to generate
additional income and an avenue for direct
marketing to consumers
Key Components 1. Promotion of farming operations: each 1. Indigenous Tea Tours – includes indigenous 1. Indigenous culinary bank: research &
festival will take place on a farm that can tea processing, tea blending, African tea document indigenous crops (will start with
accommodate relevant activities. Farms that ceremonies, Indigenous lunch buffets and selected province/s with the aim of
specialize in sustainably reared livestock and eventually covering all of South Africa). The
exposure to the Bapedi culture.
game farms will be particularly targeted. aim is to identify underutilized crops, which
2. Orange farm tours – Sekhukhune is a
During Winter, which is hunting season, it is are nutritious and beneficial to the
possible to feature “wild” meats that are not leading producer of citrus in South Africa. environment, and document different
regularly available and consumed. An Tours will include orange picking, juice applications for them
emphasis will be on utilizing every part of the processing and farm lunches. 2. Curated commercial farm & garden spaces:
animal “nose to tail” and feature 3. A visit to the Bapedi Royal home in cultivation of indigenous crops for use in the
different/WILD methods of preparing meats Mohlaletsi with festivities including Bapedi on-site restaurant and for fresh market and
and other produce on the open fire. retail sales; use of spaces for educational and
dance, sharing of Bapedi history and African
2. Promotion of trade networking and leisure purposes
investments: each festival will have a VIP Beer making lessons. 3. Kitchen lab & commercial kitchen: Test
show room that will present curated briefs on 4. Moringa farm tour – Limpopo is a leading various uses of indigenous plants; curate
the latest developments in the food and producer of Moringa. The tour will include high quality, nutritious recipes for use in on-
beverage markets and opportunities to meet moringa leaf picking, moringa processing site restaurant and for retail sales
and greet/network with value chain and a moringa infused lunch. 4. Recycle-upcycle drive: efforts to promote
stakeholders and investors zero waste as one of TEXTURE’S brand.
5. Marula fruit tours including marula fruit
3. Launch of the African Culinary Library App: Innovation, creativity, and quality will be
picking and marula wine and beer tasting
Eligible festival vendors can register on the applied to the design of everything found in
App. The App will serve as a year-round online 6. Visiting the Manche Masemola gravesite. the hub – from food to furniture.SUBJECT PILLAR 1 PILLAR 2 PILLAR 3
FOOD FESTIVALS INDIGENOUS FOOD ROUTES NUTRITIOUS FINE DINING
trading platform for fresh local farm produce Manche Masemola (1913-1928) is a
and prepared food products. It will also serve Christian martyr, of the Pedi tribe, who lived
as a repository of WILD recipes and to feature in Marishane,. German and then English
elements of the festivals.
Missionaries had worked in the then
Transvaal region for several decades and by
the early twentieth century there was a
Pedi Christian minority which was widely
viewed with distrust by the remainder of
the tribe who still practiced the traditional
tribal religion.
*The route will be expanded in the future as
additional assets are assessed and mapped
Key Expected Outcomes Increased access to local, fresh seasonal foods Increased number of sustainable jobs Increased availability of biodiverse foods
Increased market access for local farmers and (within the community and in hospitality) Increase consumption of
food processors Increased awareness of the history and biodiverse/nutritious foods
Increased coordination and collaboration stories behind Bapedi cuisine and nutritious Increased cultivation practices that are
among value chain stakeholders indigenous foods environmentally friendly
Increased jobs, particularly specialized and Increased knowledge of the conservation Increased practices of food waste
seasonal needs of heritage and cultural resources, management & promotion of a circular
Recognized brand of South African food which is in line with the values of respect economy
festival at the national, regional, and global for culture and heritage. Stronger collaboration and coordination
levels Increased coordination between agri and among value chain stakeholders (particularly
Replication of festival in other parts of Africa cultural tourism farmers and chefs)
Recognized brand of the Sekhukhune Route Increased jobs in the agritourism-food space,
at the national, regional, and global levels particularly for the youth and women
Recognized brand of South African nutritious
and fine cuisine at the national, regional, and
global levels
Reduced carbon footprint
Feasibility Market data shows that there is an increasing Market data shows that there is an Market data show that healthy, tasty, and
interest among consumers (domestic & emerging interest in cultural heritage, local food options are in increasing demand
international) for local experiences ( a desire where foreign tourists would prefer to among consumers (domestic &SUBJECT PILLAR 1 PILLAR 2 PILLAR 3
FOOD FESTIVALS INDIGENOUS FOOD ROUTES NUTRITIOUS FINE DINING
to engage in local culture, from local cuisine participate interactively with local cultures international)
to regional festivals and take part in township tours and The space is created for multiple uses, which
Multiple partnerships with relevant vendors homestays. This has become a common will generate diverse income streams
and food establishments, particularly the trend in South Africa. Branding of indigenous produce/cuisine
restaurants increase the profitability of the One of the stops on the Route is already offers a unique selling point and competitive
venture providing indigenous tours and has received advantage
The UNFSS national dialogue convened by the multiple awards for its products and The UNFSS national dialogue convened by
Department of agriculture there was services. The scaling up of the route will the Department of agriculture there was
unanimous agreement regarding the need to have solid expertise behind the effort unanimous agreement regarding the need to
promote indigenous food and local food The objectives of the indigenous route are promote indigenous food and local food
systems as means of strengthening South strongly aligned with the Limpopo systems as means of strengthening South
Africa’s food security and nutrition status. Department of Economic Development, Africa’s food security and nutrition status.
Environment, and Tourism’s agenda for
promoting Limpopo as a tourism
destination
Linkages with other pillars Depending on location/scale, one of the Collaboration with Pillar 3 to curate fine Could possibly be mapped to the indigenous
festivals could take place on the farm for indigenous dining food route.
nutritious fine dining Depending on food festival location, the Data sharing among stakeholders
Produce from the indigenous farm restaurant Sekhukhune Route brand could be involved participating in the indigenous route is
will also be featured in the preparation of the both as a vendor and a contributor to the expected
meats VIP program Will participate in relevant food festivals
The App will also be used to promote
activities under Pillars 2 & 3
Linkages with other Retail stands will be made available at the The heritage route will contribute to To promote local businesses and reduce
businesses/programs festivals showcasing ready-to-eat and Limpopo’s rural tourism objectives and food miles, the farm-kitchens will develop a
packaged food produce from a range of local strategy. supply network with businesses within the
food enterprises/vendors Coordination with the following marketing outlets: area for ingredients not sourced from the
Partnerships will be established with selected farm.
SA Tourism- South African Tourism is the
restaurants in the area to feature curated Collaboration with universities is expected,
tourism marketing arm of the South African
menus and wine pairing based on the theme government. Their work is to promote the
particularly regarding the data bank and
of the festival. Those who are not able or country domestically and internationally, kitchen lab
willing to participate on the farm festival whether for leisure, business or events Collaboration with culinary institutions is
could therefore dine at an area restaurant expected, particularly re the kitchen lab andSUBJECT PILLAR 1 PILLAR 2 PILLAR 3
FOOD FESTIVALS INDIGENOUS FOOD ROUTES NUTRITIOUS FINE DINING
Other partnerships include with the tourism. curating of fine dining recipes. The aim will
entertainment sector, and other tourist Limpopo Tourism Agency - Provides be to influence incorporation of indigenous
attractions within the area. business listing Go Limpopo Business foods and techniques to retain nutritional
The App will also be used to promote small Directory to connect with more customers benefits in the curriculum of these
markets and festivals taking place throughout and partners through the business directory. institutions
the year in smaller towns Brand South Africa - Brand South Africa, Local artisans will be hired to supply relevant
The WILD Festival is expected to be replicated whose main objective is the marketing of furnishings
in other parts of Africa to realize an African South Africa through the Brand South Africa Collaboration with stakeholders in the arts,
campaign.
branding and related benefits to other African culture and heritage space to host joint, paid
Proudly SA - Proudly South African seeks to
countries and the continent as a whole. events
influence local procurement in the public and
Collaboration with local artists and other
private sectors, to increase local production
social champions is expected to help
and to influence consumers to buy local in
promote messaging and drive behavior
order to stimulate job creation.
change re indigenous foods
Tour agents- will also be an opportunity to
Support will be provided to promoting
add more experiences to the tourism education and awareness in schools, through
offerings of Limpopo on-site tours and food preparation
*Will also explore the possibility of applying to demonstrations, and technical assistance in
FAO’s GIAHS setting up of school gardens
Key Challenges/Needs Start-up funding, infrastructure, establishing Capacity Building; Finance; Land, finance capital, adequate skill sets
an efficient vendor database/management International Marketing
process
Commitments from Core Scoping of suitable location for implementing Marketing Elaborate a detailed business plan
PACE members a pilot WILD Festival in Summer 2022. Resource mobilization, Coordinating the Undertake locations scoping and initial
activities within the route.
Research and outreach to potential vendors market research
and other partners
Cross-Cutting There will be a coordinated approach to:
marketing of agritourism-food products and services
identifying issues for policy advocacy and dialogue
undertaking market research & analysis
promoting research and development
promoting stronger coordination among stakeholders in the agritourism-food system space
resource mobilization, particularly for not-for-profit activities of the Project (such as public education and behaviour change)You can also read
