Tlhalefo Dithebe’s inspiring journey demonstrates not only the power of pursuing one's passions but also the vital role of innovation in agriculture. As she cultivates a new chapter in her family’s farming history, her story reflects a commitment to sustainable growth and community support in an ever-evolving economic landscape.
Image: Supplied.
In a bold move that blurs the lines between tradition and innovation, Tlhalefo Dithebe of Kuruman has transformed her life and career by venturing into agriculture.
With a solid background in retail business management and years spent working in the industry, Dithebe took a leap of faith in 2021, resigning from her permanent job and investing her pension fund into her own business, Agro Queen, a livestock farming enterprise that now oversees the care and management of 133 cattle and 147 goats.
The roots of farming run deep in the Dithebe family.
Her late grandfather was a pioneer farmer in the Kuruman district, and her father carried on the family tradition, proving that agriculture isn’t just a business for Dithebe, it’s a legacy.
“Farmers are the reason we are able to have a meal three times a day,” she said, a sentiment underscored by the Covid-19 pandemic, which highlighted the critical importance of food security and reignited her passion for farming.
Beginning with just 31 cattle in 2021, Dithebe has not only grown her livestock but also embraced modern farming techniques.
Her introduction of artificial insemination to enhance herd genetics was a game-changer, a method she had to persuade her father to adopt.
“This technique allowed us to improve our bloodlines significantly,” she told Business Report, showcasing her savvy business acumen.
But Dithebe’s aspirations didn’t stop with cattle.
Through a personal journey of discovery, she found that goat milk alleviated her son’s eczema. This insight led to an exciting venture into goat milk production.
Now, with 55 kids and four Toggenburg goats designated for milk, she finds herself responding to calls from customers across provinces, though demand often exceeds supply.
To enhance her entrepreneurial skills, Dithebe enrolled in the Anglo American’s Zimele business accelerator programme.
This initiative is designed to empower SMEs in South Africa’s mining host communities through tailored coaching, mentorship, and funding, focusing on critical sectors like agriculture.
The transformative seven-month programme helped Dithebe to refine her business strategy, explain the complexities of artificial intelligence for business planning, and improve her brand design, culminating in professional product labels without the burden of costly photography.
“This programme helped build my brand. Today I can create a professional business plan with the help of AI with ease. Before, it would take me long days to create one. Now my business runs efficiently and has even allowed me to grow further,” she added.
Tlhalefo Dithebe’s inspiring journey demonstrates not only the power of pursuing one's passions but also the vital role of innovation in agriculture. As she cultivates a new chapter in her family’s farming history, her story reflects a commitment to sustainable growth and community support in an ever-evolving economic landscape.
Image: Supplied.
Yet, thriving in a predominantly male industry poses its challenges.
Dithebe remains undeterred.
“If you really want something, you’re going to raise your hand up and say, ‘Guys, I want to say something,’” she said, embodying the spirit of resilience necessary for both her own success and that of the next generation.
Her advice to aspiring farmers is straightforward, “Start now. Don’t look at any other thing. Just go into it. Farmers are very supportive, they share information and would never mislead you. Attend programmes that help your business grow, you’d be surprised by the results you get by implementing what you have learnt.”
Beyond Agro Queen, Dithebe manages her father’s logistics business, overseeing a workforce of 23 employees.
Not one to rest on her laurels, her 12-year-old daughter has already begun her own farming venture in their backyard, planting watermelons, tomatoes, and butternut, a testament to the family’s enduring agricultural legacy.
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