The circles of life

By Gerrit Rautenbach

Cedrico Rhode has had a remarkable journey so far, from a Koue Bokkeveld kid to regional manager of Agrimark, Breë River, with a Hortgro bursary helping him complete some of the circles that make up his life.

Cedrico’s earliest memories are Lindeshof and Kromfontein, two adjoining Dutoit Agri farms in the Koue Bokkeveld. Born in Ceres. Lindeshof was his happy childhood home with his happy folks.

“Granny was a housekeeper for the Du Toits, and sometimes I joined her at the homestead where I met with Oom Jan Linde, Hennie and others. So, it was one of the full circles of my life when I met them again at the Hortgro Gala evening. Very special after a gap of many years,” Cedrico begins.

He started school at Kromfontein Primary before moving on to Charlie Hofmeyr in Ceres. His dad was a teacher (thanks to the Du Toits’ support and structure), and his folks moved from the farm to Op-die-Berg because Dad dreamed of owning his own home. But those formative years on a deciduous fruit farm in the Koue Bokkeveld left an everlasting memory and yearning in Cedrico’s psyche.

“If I think back today to the values of those years, I am glad about growing up on a farm, and I would like to give that to my kids someday too. Because I have the background of farming structures, it gives me a special value system which I can apply in any business context,” he explains. It becomes clear that Cedrico is an analytical philosopher with a great love for life.

After matriculating, he applied for architecture and (secondly) for agriculture at the Cape Technicon (CPUT). Both were allotted, with architecture being in Cape Town and agriculture in Wellington. Because that was closer to home, he chose agriculture. His third year was practical, and he ended up raising Rainbow chickens. It wasn’t his first choice, but true to his nature, he used the experience to expand his business capabilities. He believes everything that comes your way is there to make you more. And he was not chicken.

“Yes, I made those chickens work for me, but I had many interviews to go one better. One of them was with Rob Visser at Dalewood in Simondium. That became quite significant later on. We’ll get to that circle soon.”

After qualifying, he realised opportunities in agriculture were scarce and not user-friendly for him. He applied non-stop for positions aligned with his qualifications, but mostly got no response or a generic “thanks but no thanks”. Instead of letting this demoralise him, he used it to motivate himself.

“I said to myself that if I am not good enough for a position in my field of study, I’ll be good enough in another. So I applied to the City of Cape Town for a position as a law enforcement officer and trained at Gene Louw Traffic College.

Many of what I learnt and did there helped me later in life. From management of solid waste to safety and security. For almost two years I wore the blue uniform of law enforcement. It gave me exposure to many people, their differences, value systems, structures, and how they operate. It taught me the value of looking after and listening to others.”

In August 2009, he walked into Agri Mark in Durbanville in uniform, with his sidearm, and asked for the manager. Everybody was wary. Why was this lawman looking for the manager?

“The word agri got me missing my roots, and I went looking for a job. I was willing to start at a lower level than my qualifications. Because the sacrifices of today become the foundations of tomorrow.”

He found the assistant manager, anxiously watching the blue uniform. When he said he was looking for a job, the assistant manager visibly relaxed. This move got him the job as trainee manager at Agri Mark in Stellenbosch.

Less than a year later, he became assistant manager at Agri Mark in Montagu, and two years later, manager at Agri Mark in Barrydale at the tender age of 25. It seems as if Cedrico’s life runs in two-year cycles. Or rather, circles… Thereafter, it was Simondium, where the same Rob Visser from Dalewood became his client. Yet another circle. This was a significant promotion due to the importance of the clientele. Babylonstoorn, Distell, Rupert and Rothchild, L’Ormarins et al. In 2016, he went full circle by becoming manager at Durbanville, where his Agri Mark life began. It was a very senior position, as Durbanville was then among the top five branches.

This move was interesting, going from a powerful agricultural environment to a mix of agri and a strong suburban contingent. It broadened his experience. Because the right fertiliser for the new flower bed is also important to Joe Bloggs.

“If you are driven and see that hard work rewards you with fulfilling life experiences by contributing and making a difference in people’s lives, then you’ll keep yearning to do and give more. Kind of an addiction. But the people I’ve been involved with along the way got me where I am today. Clients and Agri Mark staff alike. It’s a team sport,” Cedrico adds.

When an opportunity came up for Elgin, he decided this was closer to his growing-up environment. Grabouw apples, Ceres apples. Grabouw pears, Ceres pears.

His hunger to constantly do better intensified when he first learnt about Hortgro while still at the Montagu branch in 2011. A Hortgro representative was conducting a survey for a producer. He was in awe that such an institution was going out of its way to help deciduous fruit producers. When he learnt they had a bursary scheme, he went on a mission to get in. He applied, Hortgro approved, he conquered. He did an agricultural management degree through Unisa over two years.

“Working full-time and studying part-time was not easy, but Hortgro was very flexible to keep me going. They saw it as a contribution to the industry, but I owe them a lot,” he admits.

As he advanced in his career, he maintained an affiliation with Hortgro to help them and their producers get what they needed. An association that proved the bursary funds did not land on barren ground.

As a result, the circle grew in October 2024, when he was offered the position of regional manager of Bree River at age 37. Today, the branches in Grabouw, Hermanus, Bredasdorp, Buffeljags, Swellendam, Barrydale, Montagu, Robertson, Koo Valley, Worcester, Rawsonville, De Doorns, and Villiersdorp complete this circle.

“The Hortgro bursary opened a new world to me. I’m on to an MBA soon, and eventually a PhD. But now I’m busy with my DaD, helping Carol, my wife, to make good people out of our kids, Clara and Codi.

That’s the real circle of life.