Remaining Relevant in a World of Changing Trading Standards

Dr Ilse Trautmann, Deputy Director General: Agricultural Research and Regulatory Services, Western Cape Department of Agriculture, delivered a keynote address at a CropLife Information Day held in December last year. Here is a summary of Dr Trautmann’s speech.

In an era where global trading standards are constantly evolving, remaining relevant in the international agricultural market is both a challenge and an opportunity for South Africa. As trading regulations tighten, with a greater focus on sustainability, traceability, and ethical practices, the country’s agricultural sector must adapt. The Western Cape, a powerhouse in South African agriculture, plays a critical role in this transition. With agriculture and agri-processing contributing 11% to the province’s GDP and employing over 426,000 people, the stakes are high. Adapting to these changes is not just about survival—it’s about positioning South Africa as a global leader in sustainable agriculture.

The Impact of Changing Global Trading Standards

Trade is the lifeblood of agriculture, and shifting global standards can be both a hurdle and an opportunity. Over the past decade, major markets such as the European Union and China have introduced stricter regulations for pesticide use, traceability, and sustainability. For South African producers, compliance with these standards is crucial to maintaining access to these markets.

Take citrus exports as an example. European regulations now require detailed records on pest management, water usage, and carbon footprints. While these requirements impose additional costs on farmers, meeting these standards can also unlock premium pricing in global markets. South African wine exports, for instance, have seen substantial growth due to compliance with organic and Fair-Trade certifications. The key is ensuring that all producers—whether large commercial farms or smallholder farmers—have the resources, education, and technology to meet these evolving requirements.

Sustainability as a Cornerstone for Future Success

Sustainability is no longer an option but a necessity. South Africa’s agricultural diversity is one of its strengths, but the sector is vulnerable to climate change. Irregular rainfall, rising temperatures, and prolonged droughts pose significant threats. To remain competitive, South African farmers must implement sustainable practices such as conservation tillage, integrated pest management, and regenerative agriculture.

Investment in research and development is essential. The Agricultural Research Council has made strides in developing drought-resistant crops and innovative irrigation techniques, setting global benchmarks in water-efficient farming. Collaboration between government, industry, and academic institutions can further enhance these efforts. For example, drone technology is now used to monitor crop health and optimise yields, merging cutting-edge science with practical farming applications.

Additionally, smallholder farmers must be integrated into the broader agricultural framework. Cooperatives producing Rooibos tea for Fair Trade markets exemplify how small-scale farmers can thrive when provided with market access, training, and financial support. Beyond exports, South Africa must also address domestic food security. Millions of citizens face food shortages even as the country exports substantial volumes of agricultural products. Solutions such as urban agriculture and community-supported farming initiatives can help bridge this gap.

Managing Industry Reputation in a Globalized Market

In today’s interconnected world, reputation is currency. South Africa’s agricultural industry must be seen as reliable, sustainable, and innovative. This requires a multi-faceted approach:

1. Transparency and Traceability: Consumers and international buyers want proof of ethical sourcing and sustainable production. Blockchain technology offers a robust solution by creating an immutable record of the supply chain, from farm to fork.
2. Commitment to Ethical Practices: Ensuring fair wages, safe working conditions, and ethical labour practices is not just a moral obligation—it is essential for market credibility. Organisations such as WIETA and SIZA, which promote ethical trade, play a crucial role in maintaining South Africa’s standing in global markets.
3. Proactive Communication: The industry must control its narrative by highlighting achievements in sustainability and innovation. Social media and digital storytelling offer opportunities to showcase responsible farming practices, strengthening consumer trust and international partnerships.
4. Adaptability in Crisis Management: Agricultural crises, whether related to disease outbreaks or food safety concerns, can severely damage an industry’s reputation. The key is rapid response—acknowledging the issue, implementing corrective measures, and communicating transparently to stakeholders.
5. Collaboration with Industry Bodies: Trade organizations such as Hortgro, SATI, and SA Wine advocate for fair trade policies, negotiate market access and represent South Africa’s agricultural interests globally. A unified industry voice is crucial for maintaining competitive advantage.

Embracing Technology for Competitive Advantage

Technology is revolutionising agriculture and staying relevant means embracing innovation. Precision agriculture, data analytics, artificial intelligence (AI), and blockchain are transforming farming operations, improving efficiency, sustainability, and profitability.

• Precision Agriculture: GPS mapping, soil sensors, and drones enable farmers to optimise resource use, improve yields, and minimise environmental impact. In a water-scarce country like South Africa, precision irrigation systems ensure sustainable water usage while meeting global standards for resource efficiency.
• Data-Driven Decision Making: Advanced analytics help farmers predict pest outbreaks, optimise planting schedules, and improve harvest planning. By integrating climate models, South African agriculture can proactively adapt to shifting weather patterns.
• Artificial Intelligence and Automation: AI-powered monitoring systems, autonomous tractors, and robotic harvesters are reducing labour costs and enhancing productivity. Additionally, AI-driven compliance tools help ensure adherence to international trade regulations, reducing the risk of rejected exports.
• Blockchain for Supply Chain Transparency: Blockchain technology enhances trust by providing verifiable proof of product origin, ethical sourcing, and sustainability compliance. This is particularly beneficial for smallholder farmers seeking access to global markets.
• Digital Market Platforms: Online marketplaces connect farmers directly with buyers, reducing intermediaries and ensuring fair pricing. Mobile applications offering real-time data on weather conditions and market trends further empower farmers, levelling the playing field between small and large-scale producers.

While technology is a game-changer, its impact depends on accessibility and education. Investments in digital literacy, training programs, and financial support for technology adoption will ensure that all farmers—regardless of scale—can leverage these innovations.

The Path Forward: A Future of Opportunity and Responsibility

The world is watching South Africa. As global trading standards evolve, the country faces both challenges and opportunities. By embracing international standards, investing in sustainability, and leveraging technology, South African agriculture can maintain its competitive edge. More importantly, the industry has the potential to shape the future of global food systems, championing ethical and sustainable farming practices.

Ultimately, success in agriculture is not measured solely by export volumes or revenue—it is defined by the legacy we leave behind.

A legacy of fertile soils, empowered farming communities, and a global reputation for excellence. South Africa must seize this moment, not just to remain relevant, but to lead.

By adapting, innovating, and collaborating, the country’s agricultural sector can thrive in a world of changing trading standards, ensuring long-term prosperity for farmers, consumers, and the economy.