Varsity College Waterfall alumnus turns academic insights into business strategies
During his time at The IIE's Varsity College Waterfall Orifha Maemu Mbedzi learnt everything he needed to make his fruit and vegetable business, FarmersPick, a stunning success.
Education wields a transformative power that goes far beyond textbooks and exams; it turns ideas into tangible realities. Orifha Maemu Mbedzi, The IIE’s Varsity College Waterfall’s Bachelor of Arts alumnus, embodies this transformation, as he celebrates the notable success of his fresh fruit and vegetable business.
Under the expert guidance of the campus’ school of humanities and social sciences lecturer, Bradley Bester, and inspired by the collaborative spirit of his peers and faculty, Mbedzi took bold steps to make his mark.
Relocating from Thohoyandou in Limpopo to Midrand in 2021 for his studies, Mbedzi launched FarmersPick after recognising the exceptional quality and freshness of fruits sourced from his hometown. “I wanted to stand out. That is where my degree stepped in. Taking social psychology in my second year taught me the halo effect, which is built on the foundation of: ‘What is beautiful is good’ – the principle of people first falling in love with what they see. I had to ensure that my unique selling points would be the packaging, and where the fruits and vegetables are sourced.”
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Knowing he had to differentiate his products through innovative packaging and superior sourcing, Mbedzi diligently researched competitors, noting that many relied on plastic bags. He decided that FarmersPick would use eco-friendly paper bags instead. “What I learned in the lecture room went beyond – it was about understanding people. With Bradley Bester’s guidance, I developed expertise in customer profiling, analysing behavioural trends, and applying rigorous research practices.”
With Bester’s support and the school of humanities and social sciences’ approval, Mbedzi conducted pilot studies using The IIE’s Varsity College Waterfall campus’ staff as a test market. “This hands-on collaboration has been invaluable. Turning raw data into actionable strategies and shaping me into the businessman I am today.”
Bester remarked that he first discovered Mbedzi’s entrepreneurial venture through casual conversations, when Mbedzi presented him with the opportunity to purchase his products. “This piqued my interest, especially seeing a student from the school of humanities and social sciences actively involved in entrepreneurship.
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“Although it wasn’t part of a formal lecturing project, it was evident that he was applying what he had learned in the lecture room directly to his business efforts. We place strong emphasis on real-world applications in both assessments and discussions in the lecture room, which allows students like him to use their businesses as case studies.”
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