Ongoing uncertainty over Brexit has increased awareness among Irish companies of the need to diversify exports into new markets. In the agritech sector, where the consequences of a hard Brexit could be acute, South Africa offers vast opportunities for suppliers of agri-machinery and technology, as well as companies that offer livestock supplements and feed.<\/p>\n
South Africa has the most diverse and productive agri-farming industry on the continent. In 2018, the overall agri value chain contributed 14pc to GDP, while 33pc of revenue earned from South African exports resulted from primary agri-produce. Additionally, the agri sector grew by 6.5pc in the third quarter of 2018.<\/p>\n
Farming productivity and sustainability are key trends in South Africa and farmers are looking for new ways to improve their efficiency.<\/p>\n
As they are willing to invest in innovative machinery and services that deliver value for money, the reputation that Ireland has developed for producing high-quality equipment has been well received by large commercial farmers.<\/p>\n
At present, there is a demand for precision agricultural equipment, such as tractors, planters, balers, sprayers, storage, and soil-testing equipment, most of which are imported.<\/p>\n
One Irish agri company, Abbey Machinery, moved into the market in 2018 after a sales enquiry led to one of its diet feeder machines proving its mettle in the country’s demanding Highveld region.<\/p>\n
Michael O’Grady, sales, marketing and business development manager at Abbey Machinery, said: “The dealer who contacted us had initially seen opportunity only for our feeders but one of the mega farmers also saw a need for one of our slurry tankers because it had more elements he could use than his current machine, which was also imported from Europe.<\/p>\n
“There’s lots of competition in South Africa – we’re not the first foreign agricultural machinery manufacturer in the market – but farmers liked the quality of the machine, how well it was built, and how well it was able to handle the feed.”<\/p>\n
Easyfix also entered the South African market last year, offering rubber matting and flooring solutions via distributors.<\/p>\n
PJ Burke, sales director of the Ballinasloe-based company, toured several farms and believes that farmers are willing to spend money on quality products that add value to their operations.<\/p>\n
“We’ve equipped six farms with our products so far. Obviously there’s competition with established products, but we’ve got a good hit rate and the feedback we’re getting from the installations so far is very positive,” he said.<\/p>\n
“It’s not an important market for us yet but it will be. The farmers that I’ve visited, eight to 10 of them, all have high-production herds, so there’s a real opportunity for our range of products to get a foothold there.”<\/p>\n
Software company Emydex has grown its presence in South Africa over the last six years and a local partner has assisted the company in setting up 16 factories across Southern Africa.<\/p>\n
Its tailored solutions and standard products are implemented across food-processing industries, including beef, ostrich and cold storage in South Africa, Namibia and Botswana.<\/p>\n
“Emydex entered the South African market with our first factory floor implementation in 2013,” said Shane Hayes, a business analyst who covers technical sales for Emydex.<\/p>\n
“With assistance from Enterprise Ireland using market research, Emydex was able to establish a pipeline of prospects that fit with our vision and business model.”<\/p>\n
Emydex now plans to work in close collaboration with both Enterprise Ireland in Africa and their local partner to expand into new countries within the market, including Kenya and Nigeria.<\/p>\n
Abbey Machinery, Easyfix and Emydex are among several Irish companies that are establishing the Irish brand in South Africa.<\/p>\n
Enterprise Ireland will continue to support Irish agritech companies that enter and have presences in South Africa and other African countries.<\/p>\n
Article written by\u00a0Dr Ureshnie Govender –\u00a0<\/strong>a senior market adviser in Life Science and Agritech for Enterprise Ireland in Johannesburg, South Africa.<\/p>\n\n <\/p>\n\n","protected":false},"excerpt":{"rendered":" Ongoing uncertainty over Brexit has increased awareness among Irish companies of the need to diversify exports into new…<\/p>\n","protected":false},"author":5,"featured_media":11791,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[278,358,225],"class_list":{"0":"post-11789","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-africa-za","8":"category-press-za","9":"category-uncategorized-za","10":"entry"},"yoast_head":"\n