Raymond Kuru
Proposal 2021
MOSHOESHOE FARM
Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Contents
Introduction
Site preference
Greenhouse
Choice of Vegetables
Feedlot
Marketing Plan
Introduction
Moshoeshoe farm will operate from two sectors of Agriculture: Vegetation and Livestock
Organic Farming as a Form of Alternative Agriculture
Alternative agriculture has many variations that go by several names including biological, low-input,
organic, regenerative, or sustainable agriculture. Alternative agriculture is any system of food or
fiber production that systematically pursues the following goals:
• More thorough incorporation of natural processes such as nutrient cycles, nitrogen fixation, and
pest-predator relationships into the agricultural production process;
• Reduction in the use of off-farm inputs with the greatest potential to harm the environment or the
health of farmers and consumers;
• Greater productive use of the biological and genetic potential of plant and animal species;
• Improvement of the match between cropping patterns and the productive potential and physical
limitations of agricultural lands to ensure long-term sustainability.
• Profitable and efficient production with emphasis on improved farm management and
conservation of soil, water, energy, and biological resources.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
The Organic & Free Range (Livestock Farming)
In order that the reader perceive the nature of organic farmers in an accurate light, we present
common misperceptions of organic farmers to be discarded. They have often been regarded as mere
hobbyists, old-fashioned, ecological/metaphysical ideologues, lacking previous conventional farm
experience; willing to accept lower economic returns and small-scale operations; and generally
rejecting modern production techniques. While some farmers plead guilty to these perceptions,
most do not.
Moshoeshoe Farm
The Site
The first step in developing Moshoeshoe Farm is the selection of a feasible site. The criteria used in
evaluating sites for the establishment of an organic farm Randfontein, Westrand area are location,
topography, infrastructure, soils, zoning, land use, and aesthetics. The ideal location for the
Moshoeshoe Farm should be within a reasonable distance from the Randfontein, accessible by a
vehicle. The farm should be predominantly flat, even if not so. Preferred location is in a river valley
for a longer growing season and access to water. In addition, the prescence of surrounding trees
would act as a windbreak to help prevent erosion. The farm should have a farmhouse and
greenhouse as well as adequate barn for cows and storage space. The site will be serviced by solar
power. An adequate water supply is also necessary to fulfill all farm related demands. Ideally, a
water source in the form of a well/Jojo tanks or city water line if available. The agricultural water
source would require minimum transportation costs. For example, it would be convenient for a
water source to be located close to the fields, and at a higher elevation in order to employ the use of
gravity instead of a mechanized pump. The ideal soil for growing vegetables is a sandy loam with an
abundance of organic material, a deep layer of topsoil, good water drainage, and a minimum of
rocks. The zoning classification should not only permit the agricultural use of land, but there would
also be no restrictive conservation easement deeds. A conservation easement deed specifies the
type and location of development that can occur on a parcel of land. For example, it may restrict use
to agriculture and prohibit the construction of additional structures on the land, such as
greenhouses. Ideal zoning would allow workers to live on the farm’s premises.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Discussion of Site
The results of the following discussion are summarized below: An Overview of Site Desirability
Location. Plot 92, Brandvlei, Randfontein is approximately (4 to 10) km north of Randfontein on *
10 (Lyme Road). It is easily accessible from Randfointein by means of public transportation or
bicycle.
Infrastructure.
There are 5 buildings on Plot 92, Brandvlei, Randfontein, none of which seem to be in need of
renovation. The Plot currently occupies the farmhouse and greenhouses, which appear to be in
excellent condition. However, there are greenhouse that seem to be inneed of new plastic covering.
There tractors currently occupied by Buildings and Grounds. water source is a well located on Plot
92, Brandvlei, Randfontein so the water is capable of providing for any farming or residential needs.
Plot 92, Brandvlei, Randfontein was previously with a company called HERBIVE. The soils at on Plot
92, Brandvlei is well suited for agriculture.
Aesthetics.
The visual aesthetics of a farm can help strengthen Moshoeshoe farm. For example, the farm is
located close to juice company farm and an provincial road, the potential attraction of the farm,
despite its worthy purpose, won’t be lost. The development of an organic farm could be a key in
maintaining the rural character of Randfontein farm sector.
Conclusion
There are many important site characteristics that must be considered when determining which
farmlands are most suitable for Moshoeshoe Farm. When the criteria are collectively weighed, Plot
92, Brandvlei, Randfontein is by far the best choice.
Plot 92, Brandvlei is quite close to Randfontein, on a well-travelled road, and is easily accessible to
workers by bicycle or public transportation. The land is relatively flat and soil type is excellent for
agricultural purposes. The buildings on the land are in good shape and would satisfy our
requirements with the no addition of a greenhouse. Furthermore, the utilities are already available
and functioning.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Greenhouse Cultivation
The case for a greenhouse. Empirical evidence gathered from growers in Randfontein indicates that
a greenhouses will be an essential part of the Moshoeshoe Farm. A greenhouse will allow the farm
to start vegetables from seed four to twelve weeks before the last spring frost. With a greenhouse,
the farm can take advantage of indoor transplanting techniques, which have been proven to
enhance crop yields.
This artificial extension of the growing season means that more vegetables can be produced in the
field because seeds can be continually started in the greenhouse to provide seedlings for empty
space in the field once a crop has been harvested. In the case of lettuce, for example, the
greenhouse will provide seedlings for two or three extra plantings later in the season. Seedlings,
especially tomato seedlings, can also be sold to other farmers and home gardeners who do not have
the equipment or the time to start their own vegetables from seed. The greenhouse will also provide
a controlled atmosphere for the cultivation of plants that require more care, which generally
command a higher market price than most common vegetables. Considering the relatively few
startup costs, a well planned and maintained greenhouse will make the Moshoeshoe farm an
economically viable operation
Site.
Location is extremely important to the success of the greenhouse. It should be located on a surface
of uniform grade and slight slope. The greenhouses will be near both the living quarters and the field
to minimize labour in the care and transplanting of seedlings. Proximity to water should not be a
problem, considering the relatively small scale of the greenhouses. As long as the greenhouse is
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
within reach of a garden hose and a good quality water source. The site will allow space for future
expansion in case the needs of the farm become too great for the seedling output of one structure.
If the farm grows beyond its initial (5 to 10) ha plan, greenhouses expansion might be necessary.
Greenhouses, one can be used for vegetables that thrive in cooler temperatures and the other can
be used for heat-loving plants. This will make heating more efficient and will save in fuel costs. The
greenhouse should be relatively sheltered from wind, although most growers in the area do not
consider wind to be a significant factor along the Connecticut. Shade is also a consideration; the
greenhouse should be in a place where it receives the maximum possible amount of solar radiation
on shorter days when the sun is at its lowest point in the sky. Nearly any temperate crop can be
grown, as long as its space, temperature, and nutrient demands are met. Thus, the choices of which
vegetables to grow on Moshoeshoe Farm reflect market demands rather than environmental
limitations. The first year of production will focus on standard, tested crops. How well can we grow
them? Do the actual yields at Moshoeshoe fulfill our predictions? From this baseline year of results,
we will be better able to gauge future production to fit demands. In later years, we anticipate
experimentation to occur regarding different varieties and different vegetables, as well as testing
rotation practices, cover crops, and mixed species cropping. Careful records must be kept regarding
each variety’s performance due to varying inputs, such as amounts of compost, water, warmth, and
space between plants and rows. These records will show us which methods work best, so that our
techniques can be modified to accomodate them. Farming manuals and agricultural extentsion
agency pamphlets may suggest values for these inputs, but only experience can determine the
practices best suited for Moshoeshoe Farm.
Choice of vegetables: market demand.
For the first year of operation, Randfontein and possibly other outlets of the Greater Westrand
District will be the main consumers of our produce. Excess produce may be sold to other local
organic farmers for sale at their roadside stand.
Thus, salad crops will be the focus of production. The most profitable short-term economic decision
would be to grow exclusively only the two or three most valuable crops, such as tomatoes, red
peppers, or lettuce. However, there are two potential problems with this. First, growing a limited
number of crops precludes establishing an effective crop rotation. Crop rotations are a required part
of the farm plan. “Rotating” only two or three cash crops back and forth is not sustainable in the
long run. Second, there are more practical risks of growing one crop exclusively — a crop failure or a
serious pest infestation, for example, would be a severe economic blow to the farm. Conversely, we
could grow small amounts of a large variety of vegetables. This would provide a more diverse
rotation, and would allow for experimentation to determine which crops produce the best yields
most consistently. This practice, however, has a disproportionately high demand for specialized
labour, as each vegetable requires different germination, transplanting, and harvesting techniques.
More time, labour, and thus money would be spent in learning these techniques rather than in
efficiently practicing them — especially if the farm relies in part on untrained student labour. The
plan is to grow 5 standard vegetable crops on a (5 to 10) ha plot. The number of crop varieties is
small enough to logistically manage, yet diverse enough to build a sustainable rotation. The
composition of the successive years’ crops will depend upon the relative success of the vegetables
within this first year plan.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Field size.
Why only a (5 to 10) ha farm? Every local organic farmer we interviewed recommended that we
start small — (5 to 10) ha or less. “To effectively manage a farm operation I believe there is a personto-land-area ratio that cannot be exceeded. For diversified vegetable growing, I place that limit at
somewhere around (2.5) ha per person. We also plan to grow a large number of alfalfa sprouts in
the greenhouse during the cooler months, and perhaps on trays outdoors in the summer. Many
other crops could easily be grown but are not included due to their low demand at Randfontein.
These include asparagus, brussel sprouts, beets, melons, parsnip, pumpkins. Spinach is easily grown.
We will not grow potatoes in the first year because of their high susceptability to disease and the
additional equipment necessary to harvest them.
Crop rotation.
Crop rotation is a required part of the certification process, and with good reason. Growing one crop
year after year in the same area drains the soil of the nutrients that vegetable requires. If a rotation
is not employed, the soil must be replenished on a regular basis — often demanding the heavy use
of fertilizers. In addition, weeds, diseases, and pests may build up in the soil, requiring herbicides
and pesticides. Rotations are the cornerstone of a healthy system.
Crop Planting Plan
Year 1:
Cucurbitaceae: Summer squash, cucumber. The squash is a “cleaner” crop and is good at reducing
weeds, which are often a problem with the root crops. These require extremely heavy annual
composting. Because there is space for them here, we will grow a small patch of garlic, parsley, and
other herbs.
Year 2:
Root Crops: Carrots, celery and bulb onions. These crops can have weed problems, but if they follow
the “cleaner” crops, weeds can be reduced. Also, the root crops can take advantage of the welldecomposed compost set down the previous year. Carrots can be detrimental to subsequent crops
Year 3:
Compositae / Gramineae: Lettuce / Corn. Contrary to common rotation principles, these two crops
will be grown together but are not related. However, it is important to locate this lettuce as far away
as possible from the other block of lettuce. The corn fits in well after the root crops, since it is one of
the few vegetables not greatly influenced by detrimental preceding crops. Although the lettuce is
more labor intensive than the corn, both require heavy composting yearly. Manure applied to
lettuce should be well decomposed.
Year 4:
Solananaceae / Legume: Peppers, and peas & beans. The red and green peppers are in the same
family as the tomatoes, so it is important not to grow these related crops too close together. They
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
prefer compost applied the previous year. Peas and beans are valuable agriculturally as legume
nitrogen-fixers, but require a great deal of space for a limited amount of produce.
Year 5:
Cruciferae (Brassicas): Broccoli, cauliflower and cabbage. This family grows best after the
leguminous green manure, and can be undersown with a legume to help the following crop.
Year 6:
Solanaceae: Tomatoes. We plan to grow an entire block of these, due to their high demand at
Westrand District. Tomatoes have a high labour intensity, and grow best on ground manured the
previous year. We will start most seedlings in the greenhouses using soil blocks which will allow us to
set out established individual plants in the spring. The corn and lettuce can be transplanted to the
field earliest, near the beginning of May. Carrots may be planted directly into the soil at this point.
They are soon followed by the onions, peas, and brassicas (broccoli, cauliflower, and cabbage). All of
these can generally withstand a sharp cold season, and may be planted as soon as the soil can be
worked. Crops which can withstand the easing of winter, but which should be planted after the main
Winter danger is past, include beans, corn, and squash. Plants which should be planted only when
winter is no longer expected include peppers, cucumber, and tomatoes.
Harvesting.
Harvesting times vary from vegetable to vegetable. We plan to use successive and delayed plantings
to spread out each crop’s harvesting dates, so that not all the produce is ripe at once. With the
greenhouses, we will be able to stretch growing season by starting our seedlings early, so that they
have a head start when they are transplanted, and we expect to be able to grow a few cold weather
crops indoors in the very early spring and late winter.
Weed Management
Weed management should not be too time-consuming in an organically grown field, even without
the use of chemical herbicides. If weeding is performed (by hand or with a wheel-hoe) every few
days, undergrowth is easily controlled with a minimum of effort. Weeds can be denied access to
fields if the spaces between rows are covered with an organic mulch, such as leftover hay. Plastic can
also be an effective mulch. Crop rotations are another way to disrupt the growth of weeds; since the
crops grown in one area change from year to year, weeds are unable to sustain a large population in
any one patch.
Pest Management
Preventative measures. Pests have been a significant problem with crops grown by modern chemical
agriculture methods. However, with the practice of the following preventative measures, pests
should rarely be a problem in an organically grown garden. Should the pests multiply to harmful
levels, there are several mitigative measures which can be taken before resorting to the use of even
the certified biological pesticides. These preventative measures include maintenance of plant vigor,
crop rotations, choice of varieties, garden sanitation, and introduction of helpful predators. Pests
usually will not attack healthy vigorous plants. If they do attack these plants, however, they will not
do much damage, since the plants will normally rebound. But if a pest were to nibble a sick or weak
plant, the crop would probably not return to health as easily. An organic grower should always
remove and burn (not compost) any sick plants immediately. If a whole crop is affected, this
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
approach does not make economic sense and other measures should be taken. Some plants attract
beneficial insects which prey on pests or actually repel pests themselves. These plants include
marigolds, zinnias, cosmos, fennel, dill, tansy, daisies, and nasturtium; these can be planted along
the borders of a garden, and anywhere else where there is space for them. Another effective way to
control pests is to rotate crops. Crop rotation disrupts the life cycles of insects that affect only one
type of crop. This practice will prevent one pest from establishing a large population in an area.
Choosing varieties of crops noted for their resistance to pests will produce strong, insect-resisting
plants. Different species are resistant to pests that afflict different geographic areas; this should be
taken into account when buying seed. Good garden sanitation means carrying out a thorough fall
clean-up. Plant residue and debris should be removed from the garden and shredded, then
composted.
Feedlot (Free Range Livestock)
Livestock are a good way to diversify and increase the output of an organic farm, once the vegetable
growing operations have been established. Livestock can be included in the crop-rotation scheme
and they can be grazed on the nitrogen-fixing green manure planted in the rotation. When
integrated in this manner, “there is a significant soil fertility benefit from the biological activity of
animal manure, even though its ingredients came from the field itself and some nutrients were
actually removed by the livestock.” The soil fertility benefit comes from increased nutrient
availability. The nutrients from green manure crops are more readily available to the soil once they
have been digested by livestock. It is also possible to feed organic kitchen waste to many of the
animals on a farm, creating a full nutrient cycle. In addition, livestock produce other marketable
products like eggs and meat which, along with organic vegetables, can produce a substantial amount
of food. Livestock are also a ready source of free manure to be used for fertilizer; if manure is not
produced on the farm, it must be bought and transported.
Cattle.
Moshoeshoe Farm require (5 to 10) ha of land to produce feed cultivars. The feed will be utilized to
produce beef on a sustainable basis for free-range meat supply in the South African retail market or
Westrand District. This is the ideal proposition where black farmers become part of niche market
production in the integrated food and value adding chain of the Agricultural Sector.
Whatever livestock farming system is used, animal welfare plays a very important part in the
successful management of the operation. If the livestock is not kept in a healthy condition
throughout their lives, the end product, in terms of both quality and value, is greatly reduced. It
would be true to say that a well-managed feedlot could be better in terms of welfare than a poorly
managed free-range operation. However, a well-managed free-range operation will always provide a
higher welfare environment for animals than a well-managed feedlot. This is because a feedlot could
never achieve the same levels of meeting the ‘FIVE FREEDOMS’ as a free-range operation could. Via
the production of additional feed via crop production on the (5 to 10) ha of desired land identified at
Randfontein or any land available, the free range principles can still be implemented and achieved as
the animals which we will procure will only spend a limited time ( less than 80% of their lifetime) in
conditions where they will get additional feed. This intensive/extensive system still falls within the
requirements of local and international free-range protocol.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
The Five Freedoms are:
1. Freedom from Hunger and Thirst.
2. Freedom from Discomfort.
3. Freedom from Pain, Injury or Disease.
4. Freedom to express Normal Behaviour.
5. Freedom from Fear and Distress.
A well-managed feedlot will be able to ensure compliance with the 1st freedom as it is very easy to
manage and control the food and water supply to the cattle at all times. This is because they are in
small enclosed pens with food available 24 hours a day. It can be argued that a feedlot can manage
four of the five freedoms, but it would be unable to comply fully with the 4th freedom - the ability of
the animals to express their normal behaviour. Cattle are ruminants that graze on grasses and other
available vegetation on a constant basis during the day. To do this they require a range of available
grazing land to allow them to move from area to area as they graze back the grasses. If they are
unable to have this natural behaviour, that in its/elf will cause the cattle/lamb to suffer discomfort
(the 2nd Freedom) such as when they are confined to a landless, grassless feedlot system. In a
feedlot the animals are kept in confined areas without any grass under foot, and the pens often
become very muddy in wet weather and exceptionally dusty in dry weather. This causes both feet
and respiratory problems, which must be actively managed with the routine use of strong drugs such
as antibiotics, antihistamines and other drugs. Without this drug use the animals will undoubtedly
suffer from Pain, Injury and Disease, (3rd Freedom). In a feedlot system the high stocking density
means that medication must be given in a prophylactic manner to prevent diseases occurring in the
first place. A feedlot cannot take the risk of illness as this would spread rapidly to the entire farm. To
achieve the same level of health and vitality does not require this intensive use of medication in a
free-range system. The 5 Freedoms are not automatically guaranteed in a free-range system and still
require careful monitoring and management. Water rights will enable our operation to grow enough
natural feed and fodder for an increased number of cattle and lamb. This will enable our livestock to
feed directly on the natural grazing land or for fodder to be transported to the different fields where
the herds are. The eventual intended feed crops will be a mixture of Maize and Lucerne. However,
with the allocation of water, Moshoeshoe Farm will establish grazing pastures that will work suitably
and sustainable for winter-time and summer-time feeding for our livestock. The management of the
3rd Freedom will always be necessary, however in a free-range system the prophylactic use of
medication is not required. The animals only need to be treated when they start to show signs of
injury or disease. Furthermore, it will also only be a particular family group, in a particular field or
camp, that must be treated. This is unlike in a feedlot where all animals must be treated even if only
one animal is showing signs of disease.
Feedlot farming produces larger quantities of manure than can be absorbed by the feedlot’s soil.
This animal waste must be taken to a licensed composting facility, and such transportation can
contribute to air pollution.
Such a facility requires a very specific set of management skills and knowledge so that it does not
compromise the environment in the locality.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Free range grazing, on the other hand, helps to stabilize soils and to control undesirable weeds and
invasive plants as the movement of cattle over the land, whilst grazing, helps to stimulate the
growth of the grass ahead of bush encroachment. This also helps with the reduction of wildfires.
The feedlot industry in South Africa is a highly competitive market which is dominated by
approximately 5 major feedlots holding over 100 000 to 150 000 cattle, along with about 20 to 30
smaller feedlots which hold 5 000 to 50 000. In order to compete in this market, a feedlot must be
able to provide a product that is different from the other role players. This can only be achieved on
price. An A2 animal from one feedlot eats more or less the same quantity as an A2 animal from
another feedlot. It also trades for the same price in the market. It would not be possible to compete
on price with feedlots, which have efficient and mature systems designed to maximize the return per
kg of beef or lamb produced per kg of feed intake. It is essentially a economies of scale based model
where input/head and output/head determines yield and eventually profit. There will always be a
demand for feedlot beef, but any new feedlot operator would be trying to get their product into an
already mature and stable market, with no or little ability of product differentiation. This is similar to
launching a new fizzy drink to compete with Coca Cola and hoping to beat them at their own game
that they have perfected with end-to-end efficiencies over the years! Your chances of becoming a
dominant player against them in a free market are very limited.
Entering the industry can only be done by differentiating one from the feedlot industry. The feedlot
industry’s strength, which comes from size and economies of scale, is also its main weakness. Size
makes them slow to change and to keep up with the end-consumers’ ever changing requirements of
how they want their meat. Customer preferences have been changing over the decades. Today’s
customer attitudes are very different from 10 years ago. The South African consumer has been spoilt
by the cheap average price of beef which comes from the feedlot industry, however they have also
become more aware of other aspects of food and farming. This is due to more information becoming
available through the internet and many food television programmes which expose people to global
practices, the impact of antibiotics on health e.g. allergies, nutritional effects of meat, and the
impact that farming has on the environment, along with the welfare of farm animals.
Consumer research shows that most regular meat eaters are unaware what a feedlot looks like, or
how the cattle are farmed. However, when they become aware of how animals are kept and treated
and what they are fed prior to slaughtering they become exceptionally concerned. A major study
carried out by a large South African retailer shows that what customers are becoming more
concerned about when choosing their food are issues of animal welfare, routine antibiotic use in
animals, growth promoters & hormones and the environment in general. All of these concerns are
part and practices of the feedlot industry. Because of this, there is an ever increasing demand for
free range beef and lamb, but the farming industry is not set up to respond to this demand as yet.
The feedlot industry cannot adjust to these market demands quickly enough, and therefore is
leaving room for the likes of Moshoeshoe Farm to enter the market with limited competition. In
addition to the above, several studies have shown that grass fed, free-range beef and lamb has a
healthier nutritional profile than intensive grain-fed animals in the feedlot. The fatty acid profile of
free range animals contains more of the desirable fatty acids and less of the undesirable ones, with
the reverse being true of feedlot animals. Moshoeshoe Farm will finish its livestock in the field
without any interference with the animal’s normal feeding patterns in order to ensure that it
supplies fully free range grown animals, as opposed to the feedlot system that uses grain for
finishing. Currently, livestock is running at a shortage in SA due to ongoing droughts and
demographic population growth. Consumers are furthermore prepared than ever to pay more for
the right environmentally friendly product. Moshoeshoe Farm seeks to become a dominant player in
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
this market with the ability to sustainably supply free range beef and contribute significantly to
Westrand District food security solution for healthy protein supply. Because of the strict regulations
surrounding milk production, Moshoeshoe farm should avoid raising cows for milk. Meat cattle are,
however, a viable option if there is enough land to support them. Cows will graze on pastureland;
each cow needs about two hectares of good pasture. In addition, cows need grain for protein.
Growing cattle eat 12–15 lbs. leguminous pasture crop or hay and 3–5 lbs. grain daily,16 gaining
about 1–1.5 lbs. each day. They need a barn; again, an open-front “pole barn” is best, since cattle we
will be choosing to breed Nguni or Bonsmara cattle which both breeds can withstand the
winter temperatures.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Cows could be bought as calves in the winter and bottle fed with milk replacer until they are old
enough to eat hay and grain. After two years, the animals are ready to be sold at the abattoirs or
market.
Potential drawbacks. What problems are there in raising livestock? Are there reasons to avoid
raising animals? First, livestock require more labour. They must be kept clean to reduce the risk of
disease, and they must be fed and inspected every day. Second, there is a more substantial risk of
financial loss in raising livestock, since each animal has more capital tied up in it than does each
individual vegetable plant. Disease can wipe out a herd (though not if it is well managed). Finally, a
significant amount of money must be invested to build barns and fences, to buy young animals, and
to buy grain and hay before any money is returned.
Ratio
The ratio of livestock will be 10 cows to one bull. We will start small so as to grow smoothly, by
buying calves at markets at reasonable prices. The cattle will be grown in a conservation
environment as most of the time the feedlot will be from the farm at by buying of bale reels from
neighbouring farms to substantiate feed consumption.
Marketing Plan
Promotional Strategy Sustainable agriculture offers significant marketable qualities to the Westrand
Community. Soil inputs are completely natural, developing a sustainable, healthy soil that is highly
resistant to erosion. The absence of synthetic chemical additives in the system avoids pollution of
the water supply and ingestion of pesticides by humans or animals. In no way does the organic
farming process compromise the quality of its products. To the contrary, organically grown produce
is superior in taste and quality to its large scale, commercially grown counterpart. Moshoeshoe
Farm’s proximity to the market would allow produce to be harvested when ripe, encouraging
maximum development of taste and nutrients. The produce can then be washed, transported and
eaten the same day it is harvested. Commercially grown products are harvested before ripening to
ensure their survival during the often lengthy journeys to wholesalers and markets. Taste and quality
are compromised when the produce must ripen off the vine. Moshoeshoe Farm produce, travelling
10 to 100 Km, would be guaranteed fresh. The small scale, local nature of the DOF also offers several
benefits to the Community. Money stays within the Westrand, rather than going to the greater
Gauteng area. Service and delivery is personal, allowing for custom orders if necessary and other
special exceptions. Small-scale production also insures reliable quality control.
Packaging and Shipping
All products for resale will have the “Moshoeshoe Farm” logo sticker on them. Products will be
packed in reusable wooden crates and shipped to Randfontein and surrounding areas by a
Moshoeshoe bakkie. Any products later shipped for resale at non-Westrand markets will be
delivered and displayed in reusable and recyclable individual packaging.
Advertising and promotions
Moshoeshoe Farm products will be promoted to the community through newsletters ,billboards,
sample tables, socialmedia, and advertisements in local media. Promotional displays for
Moshoeshoe Farm will be designed to outline and promote their use of organically grown products.
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Proposal 2021 Moshoeshoe Farm Cell: 064 761 5370 / 073 881 5039
Examples of these displays include posters and cardboard signs that read, “Moshoeshoe grow
Organic” and an educational board explaining, “Why buy, and you should eat organic vegetables....”
Contact Details
Raymond Kuru
073 881 5039
064 761 5370
Email: raymondkuru@gmail.com
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