The burning desire to chart her own entrepreneurship journey was so overpowering that Mokgadi Malatjie quit her job as a field area manager to venture full time into the South African agricultural space. However, things did not initially go according to plan due to circumstances beyond her control.
“My plans were put on hold due to the Covid-19 lockdown. However, once all the restrictions were eventually lifted, I was able to launch my business of hydroponic agriculture specializing in planting English cucumbers,” reveals Mokgadi, who was born in Monsterlus, a small village in South Africa’s Limpopo Province.
“With a Bachelor of Commerce in Law degree, specializing in accounting and business management, I had always envisioned running my own business. My academic background has proven invaluable, providing a solid foundation for operating a professional and successful business,” she adds.
The Birth of Bria Group
Mokgadi, founder and chief executive officer of Bria Group, says she decided to establish the company because of her desire to farm produce that was not only in high demand but was also not being grown by many farmers in Mpumalanga.
“The idea for Bria Group was born out of my long-standing admiration for entrepreneurs who have successfully built their own businesses. Through my research, I identified a significant gap in the market: most emerging farmers in the area were planting the same crops, leaving room for innovation.
“I decided to differentiate myself by cultivating a unique crop that no nearby farmers were planting. Furthermore, I discovered that cucumbers were being sourced from suppliers over 250km away, presenting an opportunity for me to fill this local demand.
“By planting my crops just 5km from shopping centers, I can deliver fresh produce within 24 hours, providing a competitive edge and supporting the local community,” Mokgadi explains.
High Demand
The growth of Bria Group is being driven by a high demand in locally produced cucumbers as well as Mokgadi and her team’s ability to secure a significant share of the market through innovation and effective strategizing.
“Since I founded Bria Group, the business landscape has undergone significant transformations. The most notable shifts have been the increasing demand for sustainable and locally sourced produce, advancements in agricultural technology, and the growing importance of social media in reaching customers.
“To stay ahead of the curve and adapt to these changing trends, I adopted several strategies such as continuous market research, innovation and technology adoption and collaboration and partnerships.
“By embracing these strategies, I am able to navigate the evolving business landscape while also ensuring that Bria Group remains competitive, innovative, and committed to delivering exceptional value to our customers,” explains Mokgadi.
Invaluable Lessons
Despite facing significant hurdles, such as limited operational funds and inadequate equipment to scale her business, Mokgadi was not deterred. Instead, she took the challenges as a learning curve.
“Insufficient equipment, in particular, hindered my ability to meet the market demand, creating a major bottleneck. Through this experience, I have learned a valuable lesson: it is essential for businesses to focus on a specific niche market until they’ve accumulated sufficient resources to expand into broader markets.
“Overextending by trying to serve too wide a market without adequate resources can lead to business failure. Instead, I have found that concentrating on a niche market and consistently delivering value to that audience is a more sustainable and effective strategy.
“By doing so, businesses can establish a strong foundation, build momentum, and eventually scale up to reach new heights,” says Mokgadi.
Positive Impact
Along her journey, Mokgadi has achieved several notable success stories that highlight the growth and impact of her business. From humble beginnings, she has expanded the operations at Bria from a single greenhouse to five, significantly increasing production capacity.
“I achieved a major milestone by transitioning from renting a plot to owning my own land, securing a permanent base for my business. I successfully registered an accredited skills training center with Agriseta, demonstrating my commitment to developing the skills and expertise of others.
“One of my proudest achievements was leading a large-scale training project, where we empowered 75 unemployed youth and women with valuable skills. Not only did we provide them with training, but we also offered a stipend to support them throughout the program,” she proudly says.
Specific Focus
To the small businesses or entrepreneurs looking to enter the agriculture industry with limited resources, Mokgadi encourages them to start small and focus on an identified niche market.
“Do not try to tackle everything at once. Identify a specific area of focus, such as organic produce or specialty crops, and build from there. Develop a strong business plan that outlines your goals, target market, financial projections, and operational strategy.
“This will help you stay organized and focused. Build relationships with other farmers and industry experts. Networking is key in any industry. Attend conferences, join online forums, and connect with experienced farmers and experts to learn from their experiences and gain valuable insights.
“Reflecting on my entrepreneurial journey, the most significant lesson I have learned is the importance of adaptability and resilience. As a startup founder, I have faced numerous challenges, from limited resources to unexpected setbacks. However, it has been crucial to adapt quickly, pivot when necessary, and maintain a resilient mindset.
“The lesson of adaptability and resilience has been instrumental in shaping my approach to business and leadership. By embracing uncertainty and fostering a growth mindset, I have been able to navigate the challenges of entrepreneurship and build a thriving business that makes a positive impact,” Mokgadi concludes.
