Success in agricultural business depends not only on technical skills but also on trust and adherence to standards, notes farmer consultant Tshepiso Jantjies. He shares his experience of how strict financial discipline, transparent online positioning, and detailed quality certificates allowed his lucerne production enterprise to exceed five-year growth targets in just three years.
When farmers discuss the development of their businesses, the focus often shifts to finance, production, or market access. However, for the agro-entrepreneur from the North-Western Province, Tshepiso Jantjies, professionalism is the key element that unites all these aspects.
As the founder of Jantjies Boerdery, which handles agribusiness and processing based in the Dr Rut Segomotsi Mompati municipality, Jantjies transformed a small lucerne farming operation into a business that produces, processes, and exports lucerne while supplying livestock producers across South Africa.
During its operation, the company increased its staff from five to twenty-five employees, trained over one hundred young people, and established partnerships with major industry players.
His journey began on a ten-hectare communal farm previously managed by his grandparents. Although this land traditionally grew crops such as maize, sunflower, barley, soy, and cotton, Jantjies saw an opportunity in animal feed by focusing on growing lucerne (Medicago sativa)—a high-protein fodder crop used in the production of beef, sheep, and dairy products.
Although agriculture was not his first profession, Jantjies asserts that the business was built on continuous learning, financial discipline, and professionalism, rather than solely on farming skills.
Jantjies started in agriculture without formal agricultural education, independently studying lucerne production through research, conversations with experienced farmers, and practical experience. He believes that technical knowledge is insufficient. He explains: 'If you want serious clients, you must present a serious business.'
For Jantjies, professionalism begins long before a buyer visits the farm. Many farmers underestimate how potential clients perceive their enterprises, especially online. Instead of exaggerating achievements, he urges farmers to ensure that their online presence accurately reflects their operations. The alignment between what clients see online and what they experience on the farm helps build trust.
This trust opened doors. One opportunity arose when Heineken approached him with a barley production contract after reviewing his company's work and reputation.
Professionalism also implies building a business that clients can trust. He advises: 'Whether your office is in a container or a small building, have a place where people can meet you professionally. Clients want to know they are dealing with a real business.'
He recommends that farmers maintain a portfolio demonstrating reliability, including business registration documents, certificates, product testing results, production records, and photos of their activities. He insists: 'When you approach a client, don't just tell them about your business. Show them.'
For feed producers, this also means confirming product compliance with industry standards. He warns: 'If your product requires testing or certification, keep those documents handy. Buyers want to be sure that what you supply is safe and meets industry standards.'
Jantjies links a significant part of his company's success to disciplined financial management. He admits: 'I made mistakes, especially in financial decisions. But I learned that every rand must work for the business.'
Instead of spending profits on a more luxurious lifestyle, he consistently reinvested income into equipment, infrastructure, and expansion, rather than relying on bank loans. This approach allowed the business to achieve its initial five-year growth targets in just three years, and now it is pursuing plans to expand processing capacity and enter the Botswana market.
Jantjies believes that adhering to regulations should never be seen as a burden. He also urges farmers to study water usage legislation before establishing irrigation systems. He cautions: 'Just because a river runs through your property does not mean the water belongs to you. Farmers must understand and comply with water usage rules.'
Professional farmers attract professional opportunities.
Looking back, Jantjies believes that many opportunities arose because people trusted both the business and the person behind it. He concludes: 'Professionalism is not pretending to be more than you are. It is consistently doing the right things, keeping good records, being honest about your business, and keeping promises.'
He urges aspiring farmers to focus less on showcasing success and more on building transparent, reliable enterprises. In agriculture, trust remains one of the industry's most valuable assets.