Buyers from Springs and neighbouring areas packed the Ekurhuleni Fresh Produce Market on a busy month-end morning (November 1).

The buyers, seen across various areas of the market, stocked up on fruits and vegetables. Speaking to the Springs Advertiser at the market, Subtropico’s market agent, Jaco Scheepers, said the business had faced several challenges over the years.

Subtropico acts as a link between fresh produce producers and buyers, and markets a variety of produce and livestock.

Scheepers, who has worked at the Springs Fresh Produce Market for 17 years, said one of the biggest challenges was the dip in foot traffic, with fewer buyers visiting than before.

“Rising transport costs and competition from large retailers also affect farmers and agents,” said Scheepers.

He added that they faced inconsistent municipal support and infrastructure issues, which made daily operations more difficult, and that the lack of advertising had hurt sales, as many people still believed the market was only for bulk buyers or businesses.

He said anyone could buy fresh produce there, often at better prices than in retail stores, adding that greater public awareness would increase activity.

Scheepers said the market required stronger promotion through social media and local newspapers, and added that improved signage and cleaner facilities would help attract more customers. He explained that frequent management changes created uncertainty.

“At times, we’ve seen positive improvements, but there have also been periods where a lack of promotion and maintenance caused the market to lose momentum.

“Consistent, transparent management focused on long-term growth would help restore confidence among farmers, agents and buyers,” said Scheepers.

Scheepers emphasised that the Springs Market is open to everyone. People do not have to be business owners to shop there, and can buy fresh, high-quality produce directly from the source.

“Supporting the market means supporting local farmers and helping to keep food prices reasonable for the community.”

Buyer Smangaliso Mabaso told the publication that a lack of community awareness had affected the market over the years. He said the market had not been visible enough to the community and had missed opportunities to promote small local businesses.

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He added that high prices also affected them as buyers, as they forced them to raise their own prices for customers.

“This market provides fresh fruit and vegetables for a lot of communities on the East Rand, and there are many buyers who have been loyal customers for 20 or 30 years. The market does not show any appreciation for those buyers,” said Mabaso.

Mabaso suggested that the market provide a stall for buyers to represent it in their communities and show that they are still active. He added that the market could improve its visibility by donating excess products to homes and schools, since much of the produce often rots and gets thrown away.

A Springs Taxi Association driver, Shalom Mkhabela, said many people no longer bought at the market. He has transported buyers for over 20 years, but the number of passengers has dropped.

“They tell me they don’t come all the time because there are many vendors in the townships and the prices at the markets are high for them to stock up and transport,” he concluded.