This inspiring story of a mother and daughter duo not only highlights their achievements but also illustrates the power of resilience and community empowerment in reshaping the agricultural landscape of South Africa.
Image: Supplied.
A powerful saga of resilience, purpose, and familial legacy is unfolding at Bethel Estate, a vibrant farm nestled in the heart of rural KwaZulu-Natal.
Here, Gugu Dlamini, 58, and her daughter Lungi Ndelu, 30, have transitioned from lives with no agricultural experience into champions of small-scale farming, connecting over 100 local agricultural producers to South Africa’s largest retail chains.
Reflecting on their unexpected journey, Gugu said, “We didn’t know anything about farming. It was more of a calling – that the land could offer greater fulfilment than my corporate job was giving me at the time.”
In 2016, she took a bold step and purchased the land, gradually immersing herself in farming techniques.
The breakthrough moment came in 2019 when their first five hectares of lettuce were harvested.
“We invited buyers to see our first crop, and we received a 100% uptake. That’s when we knew this could work,” she said.
Today, Bethel Estate partners with Freshmark, the Shoprite Group’s procurement and distribution arm for fresh produce, effectively integrating their farm into the formal retail supply chain.
Freshmark is renowned as Africa's largest buyer of fresh produce, sourcing predominantly from local producers.
Through structured procurement and quality assurances, Freshmark has become a reliable buyer, equipping Bethel Estate with essential support in forward demand planning and grading standards.
This partnership has afforded Gugu and Lungi the stability to meticulously plan planting cycles, manage risk, and sustainably grow their operations.
The consistent off-take agreements have proven vital for overcoming market-access barriers that often hinder emerging farmers.
This inspiring story of a mother and daughter duo not only highlights their achievements but also illustrates the power of resilience and community empowerment in reshaping the agricultural landscape of South Africa.
Image: Supplied.
Lungi said, “Having a guaranteed route to market changes everything. It allows you to plan, invest, and grow with confidence.”
Leveraging their success, Bethel Estate has initiated the Tshala Nathi farmer support programme, aimed at guiding other emerging farmers to thrive in formal market environments.
By providing mentorship and hands-on support, they help strengthen operational capabilities and ensure compliance with market requirements, an often elusive opportunity for small-scale producers.
Collaborating with local government, Tshala Nathi primarily addresses the critical challenge of market entry for emerging farmers.
“Our partnership with Bethel Estate illustrates what’s possible when farmers consistently meet quality and supply standards,” Pieter van Zyl, Freshmark’s Divisional Head Buyer said.
“That reliability fosters trust and allows us to enable Gugu and Lungi to scale their operations and involve more farmers in the value chain,” van Zyl said.
But the tale of Bethel Estate transcends mere agricultural success.
Lungi, a BCom Accounting graduate from the University of Cape Town, initially viewed the venture with scepticism.
“I honestly thought it was a crazy idea,” she said.
However, a family health crisis prompted her to commit fully to the farm, recognizing its potential for community upliftment.
“I couldn’t let everything go to waste, so I moved there. That’s when it became our shared mission,” she noted.
Today, Bethel Estate has transformed into a multi-million rand enterprise, supporting around 100 farmers, most of whom are women.
The farm aggregates their produce to facilitate access to larger wholesale and retail markets, enhancing job creation and fostering economic growth within the community.
“Many of these farmers can’t reach large markets on their own,” Lungi said.
“By working together and through our partnership with Freshmark, we’re able to bring their produce into formal value chains,” she added.
The road has been fraught with challenges.
In 2024, Bethel Estate faced a devastating incident when looters devastated the farm, stripping it bare.
“They took everything, even the roof tiles,” Gugu said.
Yet, their response has been one of resilience and determination.
“You need resilience in farming, financially, mentally, and spiritually. Right now, we’re in a season of replanting,” Lungi added.
Underlying the operations at Bethel Estate is a deep familial bond.
Gugu and Lungi describe their relationship as integral to the farm's success, blending Gugu’s strategic vision with Lungi’s execution prowess.
Now, as a mother herself, Lungi envisions the farm as a legacy.
Her one-year-old daughter symbolises the future of their journey, one that continues to thrive through community, collaboration, and continuous growth.
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