Botswana’s agricultural development ambitions depend not only on increasing production but also on ensuring farmers have dependable markets for their produce.
These sentiments were echoed by the Assistant Minister of Lands and Agriculture, Motsamai Motsamai,, at the official opening of the Naledi Vegetable and Fruits Market in Gaborone North on Tuesday.
Opened under the theme “Connecting Farmers to Markets”, the market seeks to bridge the gap between producers and consumers by creating a dedicated trading environment where farmers can establish customer relationships, improve market access and participate more effectively in the agricultural value chain.
Motsamai said market access was as important as production, noting that farmers without reliable outlets for their produce remained vulnerable to losses, fluctuating prices, and missed commercial opportunities.
Naledi Vegetable and Fruits Market Managing Director Sameer Pelwan said the market was established to address the challenges farmers face when trying to secure reliable outlets for their produce.
“A productive farmer without a dependable market remains vulnerable. Produce can perish, prices can fluctuate, and opportunities can be lost,” he said.
He emphasised that sustainable agricultural development required farmers to produce consistently, competitively and in line with market demand.
Understanding consumer preferences, required quantities, delivery timelines and quality expectations would be essential to ensuring that increased production translated into viable businesses.
Naledi Vegetable and Fruits Market Managing Director Sameer Pelwan said the market was established to address the challenges farmers face when trying to secure reliable outlets for their produce.
Farmers invest significant time and resources in production, yet access to customers can remain a major obstacle.
Through the partnership, Absa intends to make banking services available to market vendors and the surrounding community, including payment acceptance solutions and banking options suited to informal businesses.
Naledi seeks to close this gap by providing a trading platform that brings producers, businesses and consumers together.
Operating seven days a week, the market also aims to become a shopping destination for families while creating opportunities for traders and entrepreneurs to develop sustainable businesses.
Pelwan encouraged farmers to view the market as a long-term commercial partner, highlighting the importance of trust, cooperation and partnerships in building resilient enterprises. He also called on consumers to support local businesses, noting that spending within the local economy helps circulate money among producers, traders and communities.
The collaboration between Naledi and Absa Bank Botswana adds a financial services dimension to this ambition.
Through the partnership, Absa intends to make banking services available to market vendors and the surrounding community, including payment acceptance solutions and banking options suited to informal businesses.
