ORGANIC AGRIBUSINESS IN RURAL SOUTH AFRICA: MARKETING STRATEGIES AMID STIFF COMPETITION.

Abstract

This study examines the strategies used by agroecology entrepreneurs involved in organic agribusinesses in rural South Africa. The aim is to interrogate their organisational resilience and viability amidst fierce competitive pressures from their non-organic entrepreneurial counterparts, whose product offerings are characterised by market saturation, entrenched market presence, and affordability. Using a qualitative research approach, the competitive strategies of six stakeholders from the Nombhela Gardens & Cultural Village Cooperative were analysed, providing insights for policy, practice, and further research. The key findings identified four essential strategies: market segmentation, market engagement, distribution agreements, and digital marketing. This study offers a blueprint for navigating the complexities of the organic agrobusiness market in South Africa's rural landscape. Further scientific inquiry can triangulate these findings with organic agribusiness in a broader context, thereby deepening the insights and facilitating the development of a comprehensive framework for successful outcomes.