The founder of Agriplan managed the largest fresh produce market in Africa (and one of the biggest in the world) for seven years. During this period, he became acutely aware of the very significant value that a well designed and effectively managed fresh produce market offers to the local agriculture sector, the consumers, economic development in the region and job creation.
This realisation motivated him to study the various market models, the key success factors of successful markets, alignment of markets with the food industry, etc. This interest took him to many fresh produce markets internationally and assisted him to develop a good understanding of trends and opportunities in the industry.
He used this knowledge and close interaction with leading industry players to identify deficiencies in the existing markets and to develop solutions for each of these deficiencies. This enables him to assist existing markets to improve their value propositions, but in particular design new markets which offer significantly better value to all stakeholders, including the market owners, the farmers, the consumer, the distribution industry, the value adding industry, etc.