12/08/2026
TODAY I LEFT THE COMFORT OF MY OFFICE FOR THE FIELD — AGRICULTURE MUST CHANGE LIVES
On the ground in Lothakane, carrying out a land assessment.
For me, leadership in agriculture cannot happen only from boardrooms, conferences and offices. We must walk the land, understand the water, assess the soils, speak with farmers and communities, and determine how every productive piece of land can become part of a larger economic value chain.
What we are building through Farmers Pride International (FPI) is not simply another farming programme.
We are working to move African agriculture from fragmented subsistence production towards STRUCTURED, MARKET-LED AND INDUSTRIAL AGRICULTURE.
Agriculture must become one of our strongest instruments for addressing rural-to-urban migration.
Our young people should not have to leave rural communities simply because they believe economic opportunity exists only in cities. If we establish commercially viable production, irrigation, aggregation, processing, logistics and export systems in rural areas, we can take investment and employment to where people already live.
A productive farm should create more than crops.
It should create jobs for farm workers, irrigation technicians, agronomists, machine operators, transporters, quality-control personnel, processors, laboratory technicians, packaging companies, exporters, researchers, marketers and entrepreneurs.
This is why our approach is built around Agriculture-Based Clusters and anchor crops.
MORINGA is one of our major anchor crops.
But we are not looking at Moringa simply as a tree producing leaves.
We see Moringa as a BIO-INDUSTRIAL RAW MATERIAL from which multiple products and industries can emerge: dried leaves, powders, teas, nutritional ingredients, animal feed, seed, oil, cosmetics, personal-care ingredients, botanical extracts, organic agricultural inputs and other value-added applications.
Alongside Moringa, we are advancing four other strategic anchor crops:
BLACK CARROT
DEVIL'S CLAW
GINGER
TURMERIC
These five are part of a much broader portfolio of approximately 48 agricultural commodities that can be progressively developed according to climate suitability, farmer capacity, processing potential and confirmed local and international market demand.
And this is where I believe Africa must fundamentally change the way it thinks about agriculture.
THE QUESTION IS NO LONGER ONLY:
"How many hectares are you farming?"
The bigger questions must be:
"How many products can those hectares produce?"
"How much of that production can we process?"
"How many industries can we build around those raw materials?"
"How many jobs can we create?"
"How much can we sell into our local markets?"
"How much can we export?"
"How much foreign currency can we bring back into our economies?"
A 100-hectare project that simply produces and sells an unprocessed commodity should not automatically be considered more transformational than a smaller production cluster connected to processing, manufacturing, branding and export markets.
We therefore have to move beyond measuring agriculture by LAND SIZE alone.
We must begin measuring it by:
PRODUCTION → VALUE ADDITION → BIO-PRODUCTS → INDUSTRIES → JOBS → MARKETS → EXPORTS → INCOME
That is the transformation we are pursuing.
We want to see farmers becoming commercial producers.
We want to see rural communities becoming production centres.
We want to see production centres becoming Agriculture-Based Clusters.
We want to see viable value chains becoming investable enterprises and SPVs.
And ultimately, we want to see African agricultural commodities feeding African-owned BIO-INDUSTRIES.
This is how agriculture begins to change the economic status of families and communities rather than merely helping them survive from one season to another.
Africa possesses the land.
Africa possesses the people.
Africa possesses extraordinary biodiversity and agricultural potential.
Africa possesses the markets.
What we must strengthen is the STRUCTURE that connects our resources to science, finance, processing, manufacturing, standards, branding, trade and global markets.
So today in Lothakane, I am not merely looking at land.
I am looking at what that land can become.
I am looking at the jobs it can create.
I am looking at the products it can manufacture.
I am looking at the industries it can feed.
I am looking at the exports it can generate.
I am looking at the livelihoods it can transform.
AFRICA, RISE UP.
Let us change our economic status through agriculture.
Let us stop seeing agriculture merely as subsistence and start building agriculture as BUSINESS, INDUSTRY AND TRADE.
We must not only FARM.
We must PRODUCE.
We must PROCESS.
We must MANUFACTURE.
We must BRAND.
We must TRADE.
We must EXPORT.
That is how we transform African agriculture into African prosperity.
Hunter
Executive President & Founder
Hunter's Global Network / Farmers Pride International