Profiling Smallholder Farmers in South Africa – A Toolkit developed by the SAFL and NAMC

We are proud to launch a brand new animation developed by Brand Foundry, based on market segmentation research conducted by the Southern Africa Food Lab (SAFL) and the National Agricultural Marketing Council (NAMC). The research was conducted between October 2014 and March 2015 in two districts: Mopani in Limpopo and Umkhanyakude in KwaZulu-Natal. During the research process SAFL and NAMC produced a toolkit that can draw out smallholder farmer profiles on district level across the country. The tool has been developed with the explicit intention of understanding the unique experiences and requirements of smallholder farmers, in essence to move them to the centre of discussions, policies, programmes, and projects developed to support them The research toolkit is available free to anyone who would like to apply it to the remaining 50 districts outside of our initial work. Our only request is that the final smallholder farmer profile is shared with us to develop a complete database of district-level smallholder profiles in South Africa. For more information about the toolkit or to start a research process in another district, contact Dr Anri Manderson at anri@southernafricafoodlab.org.