A bold new initiative is taking root in South Africa’s agricultural landscape—one that’s equipping the next generation of farmers not just to grow food, but to grow businesses, wealth, and a sustainable future.
Through a strategic partnership between Earth Hub Africa, the MTN SA Foundation, and Shell South Africa, ten young agripreneurs are being given a rare opportunity to cultivate their skills in real-world commercial farming—backed by cutting-edge technology, formal training, and direct access to markets.
“Most emerging farmers struggle to access the tools and markets they need to thrive,” says Tsakani Mashaba, founder of Earth Hub Africa. “This programme is designed to change that narrative.”
From Seed to Scale: Building Future-Ready Farms
Under the programme, the selected participants are immersed in Earth Hub Africa’s smart, tech-enabled commercial production environment. Each agripreneur is learning by doing—operating within live farming systems where they gain hands-on experience in both crop cultivation and agribusiness management.
They aren’t just growing food; they’re building future-proof farming enterprises.
The support package includes:
- High-tech tools like drones, IoT sensors, and real-time crop dashboards
- SETA-accredited training aligned with national agricultural standards
- Guaranteed market access through formal offtake agreements with partners like Babaroots
- Ongoing business mentorship from Earth Hub’s infrastructure and partner network
The programme’s structure is designed to create a replicable model that can scale to empower even more young farmers in the future.
Shell Powers Precision Farming
As part of the collaboration, Shell South Africa is supercharging the farms’ capabilities with full automation and mechanisation.
The company has invested in advanced equipment, including automated de-weeding and seedling planting systems, bringing industrial-scale precision to what were once small-scale operations.
“Shell’s automation support allows these young enterprises to meet quality and delivery standards needed for commercial supply chains,” explains Mashaba. “It’s a game changer.”
Nazareth Teketse, General Manager at Shell South Africa, sees the effort as part of a bigger mission.
“This isn’t just about food security—it’s about job creation, innovation, and wealth-building. We’re investing in future-ready agriculture that can transform communities,” he says.
MTN: Bridging the Digital Divide
The MTN SA Foundation brings its expertise in digital innovation to the table, helping the agripreneurs harness technology to boost efficiency and connectivity in the field.
“We’re working to close the digital divide by equipping young farmers with the tools to optimise their operations,” says Divyesh Joshi, Chief Commercial Operations Officer at MTN. “Smart farming is the future—and it starts here.”
MTN’s role includes enabling real-time farm monitoring and digital systems integration—key components for scaling operations sustainably and competitively.
Sowing the Seeds of a Scalable Future
With technical training support from AgriColleges International, and a curriculum that blends traditional agricultural know-how with next-generation tools, the programme offers a powerful platform for transformation.
While only ten young agripreneurs are taking part in the inaugural rollout, the goal is clear: to build a scalable, tech-enabled model of rural agribusiness that can empower thousands.
“This is about more than farming—it’s about equipping a new generation of business-minded, tech-savvy producers who can reshape the agricultural economy,” Mashaba emphasizes.
Conclusion: Cultivating More Than Crops
By blending innovation, education, and enterprise, this partnership is not just planting crops—it’s planting the seeds for lasting change.
With support from forward-thinking industry leaders and a shared commitment to sustainability, South Africa’s young agripreneurs are finally being given the tools, training, and trust they need to take root and thrive in the farming economy of the future.
