Nestlé East and Southern Africa (ESAR) have launched the Nestlé Needs Youth (NNY) Agri Competition, in partnership with the Branson Centre of Entrepreneurship South Africa. Source: zcf428526 via Source: zcf428526 via Pixabay The competition presents an opportunity for youth agripreneurs to win mentorship and coaching opportunities totalling over US$30,000 through the Branson Centre’s Ignite Investor Readiness and Go-To-Market Programme. The drive is to encourage agripreneurship amongst young people across east and southern Africa. Speaking on the competition and the partnership, Nestlé East and Southern African Region Head of Learning and Development, Desiree Zikalala, says: "Many of Africa’s economies have an agrarian foundation from community all the way to national level and through this competition, we are looking to support and encourage young people to participate in this economic sector. There are several transformative prospects in agriculture that desperately need young people to step in and lead, and we believe that the Ignite Programme placements that are up for grabs will help facilitate those opportunities. "Successful agribusiness ventures have a catalytic effect in communities as their development impact goes beyond the agripreneurs themselves to various verticals that deal directly and indirectly with the sector. We intend for the NNY Agri Competition to open further dialogue on young people in agriculture, and help build transformative networks that support agripreneurship, employment and employability." Filling the skills gap A solution to the pervasive skills gap in agriculture in Africa is capacity development, mentorship, and coaching support. This will accelerate the evolution of the sector and the achievement of better efficiencies, improved processes, and cutting-edge technologies. Young people, as drivers of innovation, on the continent are well poised to lead and leapfrog this shift. Inherent in agripreneurship are economic development, job creation and skills development for better employability, and focusing on young people centres these opportunities on them. Nwabisa Mayema, strategic partnerships director at the Branson Centre comments: "This is an important partnership to accelerate some of the top solutions to end hunger, achieve food security and improved nutrition and promote sustainable agriculture through youth-led innovations. We look forward to building on and supporting the top three pitches with Nestlé Needs Youth to enable their access to finance, new markets and networks through Ignite." The NNY Agri Competition The competition will award three winning entries placement in the Branson Centre’s Ignite Investor Readiness and Go-To-Market Programme. The first prize is the Ignite Investment for Scale Programme, an intensive six-month mentorship and coaching programme that will help the winning agripreneur get their business investor ready. The programme features fortnightly mentoring, and access to industry professionals and business coaches across eight critical areas in business, namely, purpose, planning, product, brand, people, processes, finance, and partnerships. The second prize is the Ignite Access to Markets Programme, a three-month programme tailored to mentor, coach and enable agripreneurs in the early stages to build a strong platform to win new partnerships and gain access to market. The programme features fortnightly mentoring, access to industry professionals and business coaches across four critical areas in business, namely, purpose, planning, product, and partnerships. The third prize is the Ignite Ideation into Action, a one-month mentoring programme with access to industry professionals and business coaches across three critical areas to help guide ideation into action, namely, purpose, planning, and product. The NNY Agri Competition is open to people of all genders aged 18–30, living in the east and southern Africa region. Entries are open from 21 June 2022 and will close on 31 July 2022. In the month of August, a shortlist of five candidates will be drawn, and these will pitch for one of the three top prizes, worth a total of US$30,000, courtesy of the Branson Centre of Entrepreneurship SA. Entries are to be submitted online, on the NNY Agri Competition platform.

South Africa’s agricultural exports reached a historic $15.1 billion in 2025, marking a 10% year-on-year increase and extending the sector’s growth streak to seven consecutive years.

The record performance comes despite a significant slump in shipments to the United States during the second half of the year, underscoring the sector’s resilience and its accelerating pivot toward regional and emerging markets.

Africa Emerges as South Africa’s Largest Agricultural Export Market

While new US tariffs weighed heavily on selected South African agricultural products, the country offset those losses by deepening trade ties across the African continent.

According to industry data, Africa accounted for 53% of South Africa’s agricultural exports in the fourth quarter of 2025, solidifying its position as the country’s single largest market.

Asia and the Middle East followed with a combined 17%, while the European Union absorbed 16%. By comparison, the Americas — including the United States — accounted for just 4% of total agricultural exports in the final quarter.

This marks a clear structural shift in South Africa’s agricultural trade patterns, with regional integration and South-South trade playing a more prominent role in export growth.

US Tariffs Trigger Sharp Decline in Shipments

Exports to the United States declined significantly after new tariffs were imposed on selected agricultural goods.

Shipments fell by:

  • 11% in Q3 2025
  • 39% in Q4 2025

Wandile Sihlobo, Chief Economist at the Agricultural Business Chamber of South Africa (Agbiz), noted that tariff uncertainty created substantial headwinds for exporters reliant on US market access.

“The tariffs imposed on some products weighed heavily on shipments to the US in the latter part of the year,” Sihlobo said.

The decline has raised questions about the long-term outlook for South Africa’s preferential trade access to the US, particularly under frameworks such as the African Growth and Opportunity Act (AGOA).

Key Drivers Behind the Export Record

Despite trade disruptions, several factors supported South Africa’s agricultural export growth:

1. Diversified Export Basket

South Africa maintains a well-diversified agricultural export portfolio, including:

Citrus and other fresh fruit

  • Wine
  • Maize
  • Nuts
  • Sugar
  • Wool
  • Beef and other animal products

Citrus and wine continue to be flagship export categories, benefiting from strong demand in Africa, Asia and the Middle East.

2. Expansion into Emerging Markets

Exporters increasingly targeted:

  • West and East African markets
  • China and Southeast Asia
  • Gulf Cooperation Council (GCC) countries

These markets have shown growing demand for food imports due to urbanisation, rising incomes and food security strategies.

3. Strong Intra-African Trade Momentum

The African Continental Free Trade Area (AfCFTA) framework continues to support regional trade flows by reducing tariff and non-tariff barriers across participating countries.

Improved logistics corridors, better port efficiency, and strengthened trade facilitation systems have also enhanced South Africa’s competitiveness within the continent.

Structural Shift in Trade Strategy

The 2025 export performance signals more than just resilience — it reflects a strategic realignment.

Historically, South Africa relied heavily on Western markets, particularly the EU and the US. However, geopolitical shifts, climate-related compliance rules, and protectionist trade measures are pushing exporters to rebalance their portfolios.

Analysts suggest that if US tariff barriers persist, Africa, Asia and the Middle East could become the dominant long-term growth engines for South African agriculture.

This diversification strategy reduces vulnerability to single-market shocks while strengthening food trade integration across the continent.

Outlook for 2026 and Beyond

Looking ahead, several factors will shape South Africa’s agricultural export trajectory:

  • Continued tariff negotiations with the United States
  • Currency volatility
  • Climate variability and water availability
  • Logistics efficiency at key ports such as Durban and Cape Town
  • Implementation progress under AfCFTA

If regional demand remains strong and exporters maintain market diversification, South Africa’s agricultural sector could sustain its export growth momentum into 2026.

However, market access stability — particularly in high-value markets — will remain critical to long-term competitiveness.

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