The atmosphere at Joburg Market was filled with excitement as it celebrated International Potato Day on Friday, 30 May 2025, honoring one of South Africa’s most significant and cherished crops. Potatoes are not just a kitchen essential; they play a crucial role in the economy, supporting thousands of livelihoods and nourishing communities nationwide.
Sello Makhubela, Acting CEO of Joburg Market, revealed that potato sales reached nearly R3 billion last year. The market attracts over 14,000 visitors daily, who come to purchase fresh, affordable produce directly from local farms. The importance of potatoes is underscored by their dedicated section within the market. Makhubela also mentioned that the market has transitioned to a cashless system, streamlining transactions—buyers can easily register for a Buyer’s Card using just their ID or passport. Tuesdays and Thursdays continue to be the busiest shopping days.
The celebration brought together key industry stakeholders. Wesgrow, a certified seed supplier, participated in the festivities, while Dani Marais from Provision Agri introduced a new potato variety called Moonlight, which is highly regarded for making chips, mash, and salads. Freddy Hirsch, a leader in food innovation, showcased a potato-based spice blend named Heroes, perfect for braising and cooking.
Deon van Zyl from Grow reflected on the evolution of potato varieties over the years. “Historically, we primarily grew Vanderplank, BP1, and Up-to-Date, which accounted for about 90% of the market. Varieties like Mondial and Sifra emerged only around 20 years ago, offering improved yields and quality,” he explained.
Deon also highlighted South Africa’s unique position in the global potato industry: “While many countries can only produce potatoes for six months of the year, we have the ability to grow them year-round.”
Long-standing industry agent Johan Meyer from DW Fresh shared his personal journey: “I began in 1995 alongside my father, who had been in the business for 50 years. It’s a family tradition.” He reflected on the industry’s transformation—from handwritten records to digital systems, from 15 kg to 10 kg bags, and the rise of small-scale farmers and informal traders.
International Potato Day serves as a reminder of how this humble tuber connects the fields to our plates, while also highlighting Joburg Market’s essential role in supporting both the city’s economy and its people.
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