The World Union of Wholesale Markets (WUWM) Conference, held from May 14-16, 2025, at the Sandton Convention Centre in Johannesburg, marked a historic milestone as the first time this global event was hosted in Africa. Themed “The African Edition: Shaping the Future of Fresh Produce Markets through Sustainability, Innovation, and Inclusivity,” the conference, hosted by Joburg Market, underscored the critical role of fresh produce markets in ensuring food security, fostering innovation, and supporting inclusive economic growth. With delegates from over 200 member countries, the event highlighted South Africa’s unique open market system and its potential as a model for global agriculture.
The Vital Role of Fresh Produce Markets
South Africa’s fresh produce markets, exemplified by Joburg Market, are a cornerstone of the nation’s food system, processing 1.4 million tons of produce annually and holding a 46% share of the national market. Jaco Oosthuizen, CEO of RSA Group, described these markets as “South Africa’s best-kept secret,” emphasising their ability to supply millions locally and across borders at no cost to the state. Unlike global markets dominated by subsidies and chain stores, South Africa’s commission-based system ensures authentic price discovery, enabling farmers to thrive through rapid cash conversion—payments are made within two to three days. Oosthuizen projected that municipal markets could reach R25 billion in sales in 2025, highlighting their economic significance.
The Power of the Agent Model
Central to South Africa’s market success is the agent model, where agencies charge a 5-7.5% commission on daily transactions. This model, as Sello Makhubela, Acting CEO of Joburg Market, noted, is a replicable system that the world should adopt. It incentivises risk-taking among producers and creates a transparent, trusted pricing system used across marketing channels. Oosthuizen highlighted RSA Group’s success in establishing markets in underserved areas like Mooketsi, Limpopo, serving 78,000 buyers annually. This approach fosters inclusivity, particularly for smallholder farmers, by providing equitable market access without state funding.
Modernization and Infrastructure Challenges
The conference spotlighted the urgent need for infrastructure upgrades to maintain market competitiveness. Makhubela admitted that Joburg Market, established in 1893 and relocated to City Deep in 1974, has lagged due to insufficient upgrades, facing competition from private players. With a turnover of R11.3 billion in 2024, the market is implementing a “Smart Fresh Produce Market Strategy” that includes cold chain enhancements, clean energy solutions, and diversification into meat, fish, and flower markets. These upgrades are critical to meeting food safety regulations and addressing climate change challenges, ensuring the market’s role in food security.
Innovation and Global Relevance
Discussions emphasised digital transformation and sustainable practices. Greg Whitaker from AgrigateOne highlighted how digital agriculture can reshape food distribution, while Minister Parks Tau stressed liberalised trade agreements to bolster South Africa’s role in global food security. The conference also explored omni-channel strategies, with João Tiago Carapau of Portugal’s SIMAB noting that physical markets remain essential for building trust and testing new products, complementing online trading.
A Template for Africa and Beyond
Joburg Market, with 11,000 to 14,000 daily visitors and over 8,000 producers, is a vibrant hub attracting buyers from across Southern Africa. Oosthuizen and Makhubela see it as a template for the continent, promoting intra-African trade and resilient food systems. Despite concerns about declining traded mass, the market’s record R70 million daily transaction in May 2025 underscores its potential. By prioritising infrastructure, sustainability, and inclusivity, South Africa’s fresh produce markets can continue to drive economic growth and food security globally.