Faster and thinner, but

In our fast-paced, instant gratification, adapt or die world – speed truly has become the new size. In  an interview with The Entrepreneur, 2022 Nobel Prize nominee, Keith Krach, points out that, with all  the constant technology around us today, one of the most valuable tools at our disposal is speed. “If you are not moving fast enough, you very well could be surpassed by your competitors,” he says.

Maybe this is one of the market factors that explains the global trend in agriculture towards increased thin wall dripline use and a greater focus on extensive crops.

Fact is, everything is faster, and uncertainty is more. This makes it more difficult to make long term investments, such as vineyards and orchards, and shifts the focus to short-term investments, such as short-term crops, with faster ROI and makes it easier to adapt when a new challenge or trend appears.

Fast, but not a sprint.

Even in this fast-paced environment, we must never forget about the cyclical nature of agriculture. The wheel turns constantly. The trick is to stick it out, keep your hopes up and always keep an open mind. Even though we need go into a higher gear and speed up to adapt, agriculture is not a sprint, but a marathon. Your crops may be short-term, but your passion for agriculture is not.

Resilience is the word that comes to mind when discussing when I think of the agricultural industry, and I believe that with resilience, hope comes automatically, and this is what we need. Luckily for us as Southern Africans we are born with resilience and hope.

I encourage you to see current challenges in perspective. Yes, there are things to complain about, but let’s also take a moment to think about everything there is to be thankful for and realise that there is still plenty of hope. Our industry is healthy, and we are still growing. There are still plenty of opportunities for farmers, entrepreneurs, and corporate companies alike in our beautiful country.