THE STORY OF NUFARMER AFRICA MAGAZINE:
1996 IN PAARL, WESTERN CAPE

With the advent of change in Government in 1994 it became clear to Johan Swiegers, the first editor and owner of Nufarmer Africa Magazine, that the newly elected Government’s intention was to build a future generation of farmers who come from previously disadvantaged groups. Johan thought that it was imperative to establish a regular form of communication to people who already started growing a patch of vegetables or raised a herd of goats, sheep or cattle. These people and others, especially youngsters that were influenced that ‘farming is hard work at a meager income’, became Johan’s target audience.

At the time, Johan had already accumulated much experienced with local newspapers and also start-ups in several rural towns saw the potential for a publication addressing the aforementioned agricultural techniques and management knowledge to be published to communities in rural areas in the country.

Johan left his previous company in the Western Cape after working his way up from advertising sales and establishing an advertising department for Paarl Post, doing photography and writing editorial content over businesses and vehicle reports. He afterwards started several new local publications in towns around the Overberg.

Johan made calls around the country and interviewed ministers and directors of Agriculture in different provinces, created a magnificent list of contacts at cooperatives, agricultural input suppliers and travelled around the country to visit already established small farmer communities. With all information and contacts accrued, he designed a publication in local newspaper format, and so Nufamer Africa Magazine was born.

The magazine containing easy-reading matter to inspire new farmers and students and publish all aspects of farming to assist them in increasing their farming knowledge and skills. What set Nufarmer Africa Magazine apart from the run-of-the-mill Agricultural Magazines, was that Nufarmer’s main focus was “instruction” articles (how to, when to, and what to look out for) empowering new farmers to become successful commercial farmers ensuring food security for a growing population of South Africa.

The result was that Nufarmer Africa Magazine was used (and saved) as a “handbook”, used and referenced in order to successfully navigate a growth path from being a small scale farmer to grow into a financially viable sustainable commercial farmer.

The next challenge was to find advertisers who shared in his enthusiasm to build this new generation of farmers. The first copies of Nufarmer Africa (started as Nufarmer & African Entrepreneur) rolled off the press in Cape Town in April 1996, not as a magazine, but as tabloid newspaper. Within the first year of its existence, Nufarmer & African Entrepreneur won the Africa Agriculture Economic Developer Award for its positive role in Africa. This award was presented to Johan Swiergers by the University of Stellenbosch, South Africa.