Joburg Market welcomes Neony Market agents: A new era for emerging farmers
Transforming South Africa’s agricultural sector through an inclusive strategy
The Joburg Market has officially welcomed Neony Market Agents, a new Black Economic Empowerment (BEE) accredited agency, into its network of fresh produce traders.
Neony is on a mission to transform South Africa’s agricultural landscape by supporting and uplifting emerging farmers. With a people-first, inclusive approach, the company is actively identifying and guiding new growers, especially those unfamiliar with formal market systems.
“The gogo or farmer planting in their backyard – that’s who we’re here for,” said Mduduzi Mubiana, Neony’s owner. “We want to usher in a new generation of farmers to the Joburg Market.”
To build a robust value chain, Neony is forging partnerships with funding institutions to offer financial support and guaranteed market access for its farmers. The company has also secured a three-year mentorship agreement with Dapper Market Agents, ensuring hands-on guidance and sector expertise.
Mubiana expressed gratitude for the mentorship, saying, “Rocky Michael is an exceptional mentor, and I’m honoured to walk this journey with someone so experienced. Dapper has held our hand and helped us start on the right path.”
Neony’s arrival marks a key milestone in the Joburg Market’s commitment to inclusion, transformation, and sustainable economic growth in the agricultural sector.
