Marketing information needs of smallholder livestock farmers in the Moretele area in the Bojanala Platinum District Municipality of the North West Province

Abstract

The smallholder livestock farmer in South Africa is in a difficult position, not only grappling with a changing global environment, but at the local front, without access to domestic markets. This is due to very limited knowledge of buyer requirements emanating from lack of marketing information. This limits adequate access to livestock markets by smallholder farmers in South Africa and more specifically in the Moretele area of the North West Province, resulting in limited growth and less disposable income. Some of the problems facing the smallholder livestock farmer are a lack of understanding of buyer requirements regarding livestock product characteristics, industry price determination processes, alternative marketing channels and how to promote livestock. Empowerment and equitable access to markets by these farmers can only be realised when knowledge is disseminated and training and capacity building is enhanced. It is especially an understanding of what the market requires, how price determination occurs and how marketing channels and promotional tools are used in the livestock industry that is lacking.