Agriculture remains a cornerstone of South Africa’s economic and food security landscape, yet young entrepreneurs often face systemic barriers when entering the sector. However, through ASIME Women’s NVC Program, we are witnessing a shift—a new generation of agricultural pioneers is emerging, empowered with the skills, networks and business acumen to transform primary agriculture into a thriving and sustainable industry.

One such trailblazer is Sifundo Mhlongo, a 25-year-old agripreneur from Hlabisa, KwaZulu-Natal and the visionary behind Zama Microgreens. Her journey from a passionate agricultural student to an innovative business owner encapsulates the transformative impact of ASIME Women’s entrepreneurial incubation and work-integrated learning model.

From Academic Foundations to Practical Innovation

Sifundo’s love for agriculture was cultivated from an early age, spending time in the garden with her grandmother. This passion led her to pursue a Diploma in Agricultural Crop Production at Mangosuthu University of Technology, followed by an Advanced Diploma to deepen her expertise. However, like many graduates in South Africa, bridging the gap between theoretical knowledge and real-world agricultural entrepreneurship posed a significant challenge.

Recognizing this, ASIME Women’s NVC Program, in partnership with the Mr Price Foundation, strategically placed Sifundo at the Durban Support Centre as part of the 2024 cohort. This placement not only allowed her to gain hands-on experience but also provided structured business mentorship, ensuring that she was not just trained in farming techniques but also in market access, compliance, and business sustainability.

Through this program, Sifundo was exposed to end-to-end agricultural value chain operations, from production to packaging and marketing. This experience laid the foundation for her business, Zama Microgreens, which officially launched in October 2023 and has already made impressive strides in the niche market of microgreens, herbs and specialty vegetables.

Zama Microgreens: A Sustainable Agribusiness Model

Microgreens—often seen garnishing gourmet dishes in restaurants, cafés and hotels—represent a high-value, fast-growing crop with significant commercial potential. Recognizing this opportunity, Sifundo has leveraged her expertise to cultivate and supply premium-quality microgreens, including watercress, thyme, and specialty lettuces.

Her innovative approach includes the use of greenhouse tunnels, optimizing controlled environments to enhance yield, mitigate climate risks and ensure year-round production. This is particularly significant in an era where climate resilience and food security are key priorities for the agricultural sector.

However, like many young agripreneurs, market access remains a challenge. While Zama Microgreens produces top-tier products, securing consistent demand from large-scale buyers and distributors has been a hurdle. This highlights the broader structural barriers that youth-led agricultural enterprises face, reinforcing the importance of programs like ASIME Women’s NVC, which focus on business formalization, funding readiness, and enterprise scaling strategies.

The Role of ASIME Women in Agricultural Enterprise Development

Sifundo’s trajectory exemplifies the core mission of ASIME Women: to empower young women with entrepreneurial capacity, industry exposure and funding readiness. Through the NVC program, she received business development training, mentoring and direct industry placements, which accelerated her transition from a graduate to a business owner.

The next stage for Sifundo—and for many youth agripreneurs—lies in expansion and market linkages. She is actively seeking to secure farmland in Limpopo, where she intends to scale operations while pursuing her dream of becoming an agricultural consultant specializing in farm operations and agricultural protection.

Sifundo’s Story in Her Own Words

“Hello, I’m Sifundo Mhlongo, a 25-year-old entrepreneur and founder of Zama Microgreens. With a diploma in Agriculture from Mangosuthu University of Technology (MUT) under my belt (2018-2021), I embarked on an internship at Mr. Price Foundation in 2022. This invaluable experience paved the way for me to establish my own company in 2023, specializing in herbs, microgreens and cash crops.

As a seasoned agricultural producer, I recognized the need to bolster my business acumen. I successfully applied for a learnership at ASIME Women, where I spent six months learning the intricacies of operating a business, followed by six months of hands-on experience in the workplace. This training equipped me with essential skills in product packaging and branding.

Through my business venture, I’ve established a loyal customer base, supplying fresh produce to clients such as coffee shops and the Mr. Price canteen. My commitment to delivering high-quality products has earned me a reputation as a reliable and innovative supplier. With the advantage of planting in tunnels, we can plant in any weather season to keep up with customer demand.

In 2024, I took on multiple roles: leading business development at ASIME Women, pursuing my advanced diploma, and working as a mentor at Mr. Price, overseeing market and production while guiding two interns. I’m thrilled to share that I’ve completed my learnership, passed my advanced diploma and will be graduating in May. Furthermore, I’ve received a promotion at work!

With four years of industry experience, I’m eager to pursue my dreams in agriculture. Next year, I’ll be pursuing my Honours degree. My ultimate goal is to become a leading urban farmer, specializing in hydroponics and inspiring young people to chase their dreams. I firmly believe that with hard work and determination, you can achieve anything you set your mind to.”

Her story is a powerful reminder that with hard work, resilience, and the right support systems, young women can thrive in agriculture and redefine the industry’s future.