RMA Wins Inaugural APAC Small Agent of 2012 Award

September 10, 2012 3,409 Comments

Rhoda’s Market Agency scoops up the Inaugural APAC Recognition and Acknowledgement Award 2012 in the category: Small Market Agency.

The Annual PMA Conference held at the University of Pretoria on the 22nd of August 2012, in Tshwane, hosted the fresh produce industry regulatory body’s, APAC, first award recognition ceremony.

Agricultural Produce Agents Council (APAC) has played as important role in agriculture since 1993 when it was instituted by law to regulate the occupations of fresh produce and livestock agents, as from 2003.

This has been done by formulating policy, applying the rules, monitoring and enforcing a code of conduct.

Mr Uthmaan Rhoda (RMA) was the proud recipient of the award, which included a certificate and cash prize by APAC, as well as a laptop sponsored by Freshmark Systems of East London.

Although Mr Rhoda has an extensive history of fresh produce trading, Rhoda’s Market Agency has operated in the precincts of Cape Town market since 2003.

In a recent Interview with Mr Rhoda, we asked what this award means to him and the industry on the whole.

“The award comes at a time when one questions one’s place in the industry, and when a PDI agencies’ breakeven is at a knife edge, as one has the infrastructure to double in volume of produce turnover. So I see this award as a key to unlock opportunities that present itself within the industry, and the challenge is now at my door to realize the potential that the Agency has.  It is refreshing to see that if one stands by ones principles and beliefs, you can reap the fruits of ones labour, and therefore I thank APAC” Mr Rhoda said.

The essential criteria for winning the award:-

•           Integrity

•           Innovativeness

•           Leadership

•           Evidence of acting in the best interest for their producer

•           Customer service excellence

•           Continuity and added value

•           Compliance to Act 12 of 1992

Mr Rhoda had persevered, although many doors had shut in his face, in his quest to convince producers and service providers to give him the opportunity to prove that RMA is a real Market Agency that will live up to their expectations.

In his thanks, Mr Rhoda highlighted that the City of Cape Town initiated the PDI program, and now Cape Town Market, has taken the baton and continued their support of these Agencies.



Cape Town Market Launches Buyer Care Program

September 4, 2012 2,728 Comments

Cape Town Market Buyers, big and small, are a vital ingredient in the recipe that makes the market the vibrant, hustle and bustle success it is. The Cape Town Market is always looking at ways to improve the buying experience such as  launching a dedicated buyers card centre where buyers are able to register quickly and easily and receive a personalised buyers card.  The Cape Town Market has also updated the signage on the market to ensure that buyers know exactly where to go and how to find everything they are looking for. And now a buyers care program has been launched that introduces buyers, new and old to the world of fresh produce markets.

The Buyers Care Program, launched on Wednesday (5th September 2012) incorporates a new and fresh experience, timed perfectly for the start of spring, a time for all things new. All buyers, new and old, will be presented with a buyers pack that is full of useful information and a complimentary lanyard to hold their buyers card.   The pack contains information such as how to register, who the agents are and how to contact them, how the market works, how prices are determined, our covenant to our buyers and producers and a map of the market.

To mark the launch of our Buyers Care Program we have developed a slogan that captures the heart and soul of the market and the vibrant array of buyers, the buyer slogan is “Smaak’it at the Market” and along with branded merchandise that will be part of a lucky draw we have invited all our buyers, new and old, to be part of the launch.  Every member of the Cape Town Market staff, from the newest seedling right up to the CEO, is part of the launch and will be part of the various teams present from 5:00am to 10:00am everyday during the launch. The Cape Town Market is a family of fresh produce people and our buyers, as well as our agents and producers, are all part of this family.

Our philosophy is simple, “Fresh Thinking, Fresh Produce, Fresh Approach”. To all our buyers, welcome to the family.

Pictured above from Cape Town Market (From left to right) is: Rodney Plaatjies (Finance), Adrian de Villiers (Trading), Romeo Erasmus (Information Technology)

Cape Town Market Team Participates in Gandhi Peace Walk

September 1, 2012 1,432 Comments


On Sunday, the 30th September 2012, the Cape Town Market participated in the annual Gandhi Peace walk. As well as assisting with sponsorship for the event, the team from the Cape Town Market was present to participate in the walk in the quest for universal peach an d health. All proceeds raised were donated.

The walk was split into two distances, a 5 km and a 10 km and took place along the Sea Point promendade.

Pictured above are: Omar Allie-Vallie, Adrian de Villiers, Bronwyn Clark and Billy James


August 30, 2012 2,478 Comments

The Cape Town Market is the only Fresh Produce Market in the Western Cape to offer the full basket of fresh produce.

A dinner event inspired by the Cape Town Market

July 5, 2012 222 Comments

Cara Brink (Freelance Chef) and Hannerie Visser (The President) will be hosting a series of dinners from the 4 July 2012 to 14 July 2012 inspired, and sourced from, the Cape Town Market.

A recent blog by Hannerie reads:

“It is 4.27 am.

Under mist-shrouded ripples of white concrete, trucks roar to a halt, discharging their bounty of fresh produce. Palettes loaded with fruit and vegetables from across the Western Cape have made a journey through the night to Cape Town Market in Epping, the southern hemisphere’s largest roof-covered market. It is an extraordinary sight – the gleam of peppers, apples, tomatoes; oranges, lemons glowing; shrubberies of cabbage, stalks of fennel.” to read the full blog goto: http://atlargewithwanted.tumblr.com/post/26409718593/the-marketers

Hannerie is a avid supporter of the Cape Town Market and the colorful and fresh array of characters and produce. The Cape Town Market will be supporting this event and calls on all stakeholders and lovers of fresh produce to also support this, it is not often a gourmet feast is prepared in honor of an industry and we are humbled that Hannerie and Cara have chosen us to showcase what can be created from fresh produced sourced straight from the farm.

The event has been titled, “A Mid-Winter Feast” and the menu promises to be one that is inspired, fresh and delicious. For booking or further details, please contact Hannerie on hannerie@thepresident.co.za

Regulated versus Unregulated?

May 4, 2012 1,641 Comments

The Cape Town Market is a commission fresh produce market regulated by statute. The commission is set at 12½% for all produce except potatoes, which attract a lower commission.

Cape Town Market has many competitors, none of which are regulated but mimic the Cape Town Market model, but for a lesser commission.

Customers need to be clear about the advantages of dealing with a regulated entity and that dealing with a competitor of the Cape Town Market is not necessarily the cheapest or sensible option

Headline issues that deserve consideration include:

  • Cape Town Market is regulated by statute and by the Agricultural Producer Agents Council (APAC)
  • APAC protects the interests of the farmer by:
  1. Registering market agents and salesmen and ensuring that they are fit and proper individuals
  2. Require market agents to process all financial transactions through a trust account and to submit monthly returns to APAC for inspection
  3. Require market agents to submit reports to the farmer if fresh produce is not sold within 3 days of receipt
  4. Require market agents to account to the farmer with the sale proceeds within 5 days of sale of the consignment
  5. Operating a fidelity fund that will reimburse a farmer for losses as a result of dishonesty by a market agent or salesman
  • Cape Town Market is a commission market where the price of fresh produce is established through supply and demand and where every transaction is transparent to the farmer
  • Cape Town Market has tracked prices over defined periods and more often than not over the period achieves superior prices to its competitors
  • Cape Town Market pays its farmers infinitely more quickly than its competitors thus substantially reducing the cost of absent money to the farmer
  • Cape Town Market conducts daily stock and static stock checks in order to ensure that fresh produce is carefully monitored and secure
  • Cape Town Market is a secure and pleasant environment for everyone and probably the only fresh produce facility in the region offering a full basket of fresh produce to buyers
  • Buyers at the Cape Town Market include the national supermarkets, wholesalers, shop keepers, restaurants and hawkers
  • Cape Town Market is obsessed with service to the farmer and was the first fresh produce market in the world to introduce Service Level Agreements during 2010
  • Cape Town Market will be introducing Service Level Agreements between the market agent and farmer during 2012
  • Farmers are shareholders in the Cape Town Market and sit on its board of directors


March 6, 2012

Oranges contain antioxidants that help fight the free radicals that damage and age our skin.

More fruit

March 6, 2012

Eating more fruits and vegetables can significantly reduce the risk of chronic diseases such as high blood pressure, obesity, heart disease and some cancers.

Speed up

March 6, 2012

You can speed up the ripening of a pineapple by standing it upside down on it’s leafy end.

A banana

March 6, 2012

A banana will ripen quickly overnight if you put it into a brown paper bag with an apple or tomato.