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Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery

Author

Listed:
  • Mabaya, Edward
  • Mandhania, Ankit
  • Van der Elst, Sarah Catherine
  • Hua, Li
  • Odell, Sarah Grace
  • Xue, Ke

Abstract

De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their backyard. Today, they sit in their new 22-hectare farm and muse over strategic decisions as they navigate the challenges of doing business in an emerging economy. This case study focuses on opportunities and challenges for De Fynne as it pushes into its next growth phase by looking at the changing competitive landscape, the balance between marketing existing products and innovating new products, and ways to become operationally efficient and profitable in both its nursery and the farm.

Suggested Citation

  • Mabaya, Edward & Mandhania, Ankit & Van der Elst, Sarah Catherine & Hua, Li & Odell, Sarah Grace & Xue, Ke, 2016. "Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 7(2), pages 1-12, March.
    • Handle: RePEc:ags:ijofsd:236777
    DOI: 10.22004/ag.econ.236777
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    References listed on IDEAS

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    5. Oecd, 2009. "Climate Change and Africa," OECD Journal: General Papers, OECD Publishing, vol. 2009(1), pages 5-35.
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    Cited by:

    1. Gerhard, Schiefer, 2016. "Case Study Analysis for Sector Research and Teaching Support," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 7(2), pages 1-2, April.

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