Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery

De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their ba...

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Bibliographic Details
Published inInternational journal on food system dynamics Vol. 7; no. 2; pp. 131 - 142
Main Authors Edward Mabaya, Ankit Mandhania, Sarah Catherine Van der Elst, Ke Xue, Hua Li, Sarah Grace Odell
Format Journal Article
LanguageEnglish
Published CentMa 01.04.2016
Subjects
Agribusiness
Fynbos
Marketing Strategy
South Africa
Sustainability
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Summary:De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their backyard. Today, they sit in their new 22-hectare farm and muse over strategic decisions as they navigate the challenges of doing business in an emerging economy. This case study focuses on opportunities and challenges for De Fynne as it pushes into its next growth phase by looking at the changing competitive landscape, the balance between marketing existing products and innovating new products, and ways to become operationally efficient and profitable in both its nursery and the farm.
ISSN:1869-6945
DOI:10.18461/ijfsd.v7i2.726