Potatoes South Africa

What Potatoes South Africa does

Potatoes South Africa (Potatoes SA) is a non-profit statutory industry body that serves as the collective voice for South African potato producers. Headquartered in Pretoria at 6 De Havilland Crescent, Persequor Techno Park, the organization coordinates research, market information dissemination, transformation initiatives, and advocacy across an industry producing approximately 52,261 hectares of potatoes across 16 production regions, yielding an average of 107-250 million 10kg bags annually (sources differ on the figure) and 37 kg per capita consumption. The organization is funded primarily through statutory industry levies collected from producers, supplemented by event registration fees (Congress delegate fees of R7,400 ex-VAT, awards/gala evenings at R750 incl-VAT), sponsorship, and bursary programme administration. It does not sell commercial products or operate as a commercial entity.

Potatoes SA's product and service portfolio includes: the bimonthly CHIPS Magazine published in English and Afrikaans since at least 2021; an official mobile application launched in March 2023 on iOS and Android providing real-time market prices, disease prevention tips, and event registration; the Prokon weekly market monitoring system tracking deliveries from 14 production regions to fresh produce markets; the Enterprise Development Programme (EDP) and Small Grower Development Programme (SGDP) supporting developing Black producers with seed grants, mentorship, and technical training (credit facilities provided via partnership with VKB); a Bursary Programme supporting students in agricultural sciences; and an events calendar including the biennial Congress and Seed Potato Growers' Forum, annual Research Symposium, Transformation Symposium, Potato Industry Forum, and regional meetings. POPIA compliance is maintained for data protection.

The organization's distribution channels focus on formal fresh produce markets (where approximately two million 10kg bags are delivered weekly and over 60% flow to the informal economy via township traders), Mozambique export markets, and local community sales. Marketing channels include CHIPS Magazine, the website (potatoes.co.za), the mobile app, Facebook social media, fresh produce market activations, Tshwane FM radio broadcasts, and the Potato Nation branding campaign. Strategic partnerships span universities (Pretoria, KwaZulu-Natal, Stellenbosch), government departments (DALRRD, DWS, ITAC), market agents (IMASA, APAC, Potato Certification Service), processors (McCain Foods), and international bodies (FAO, World Potato Congress). Willie Jacobs serves as CEO. The organization is governed as a non-profit with no external investors, funding rounds, or parent company.

Name

Potatoes South Africa

Legal name

Potatoes SA

Website

https://potatoes.co.za

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Potatoes South Africa is a non-profit statutory industry body representing South African potato producers, providing research coordination, market information dissemination (via CHIPS Magazine, mobile app, and Prokon weekly market monitoring), transformation programmes (EDP, SGDP, bursaries), and advocacy across 16 production regions.

Ownership category

akta.pro rank

Product category

Agricultural Industry Association Services

NAICS

Potato Farming (111211)

SIC

Agricultural Production-Crops (100), Agricultural Services (700)

akta.pro primary industry

Starch Potato Farming (Industrial Potatoes) (AFAGAEAC)

akta.pro secondary industries

Potato & Vegetable Chips Manufacturing (AFAKAIAA), Organic Sugar & Starch Crop Farming (Sugar Crops, Starch Potatoes) (AFAGAKAH)

Keywords

• Industry body representation
• Agricultural research coordination
• Producer transformation programmes
• Market information services
• Potato industry events

Headquarters

HQ city

Pretoria

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Industry Membership and Levies: As a non-profit industry organization representing South African potato producers, Potatoes SA operates primarily through statutory levies collected from the industry. The organization advocates for producer interests and facilitates research, innovation, and knowledge building.
2. Congress and Event Registration: Revenue generated from Congress and Forum registration fees (R7,400 excl VAT per delegate), awards evening (R750 incl VAT), and gala dinner (R750 incl VAT). Sponsorship opportunities also available for industry partners.
3. Bursary Programme Administration: Manages bursary programmes for students in agricultural sciences, funded through industry contributions, supporting the next generation of agricultural researchers and professionals.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels13 records

Core offering

Potatoes South Africa is a non-profit industry body that represents South African potato producers, advocates for sector interests, and coordinates research, innovation, and industry information. It delivers these via publications (CHIPS Magazine, Weekly Market Comment, Prokon News), a mobile app for real-time market prices, an annual events programme (Congress, Research Symposium, Transformation Symposium, Forums), and producer development programmes (EDP, SGDP, Bursary Programme).

Product overview

Potatoes SA is a non-profit industry organization serving as the collective voice for South African potato producers. Rather than a commercial product company, it provides a suite of services including publications (CHIPS Magazine, Weekly Market Comment, Prokon News), a mobile application for real-time market information, and various events (Congress, Research Symposium, Transformation Symposium, Seed Potato Growers' Forum, Potato Industry Forum). The organization also operates development programmes (Enterprise Development Programme, Small Grower Development Programme, Bursary Programme) to support emerging producers and build industry capacity. These products and services work together to advocate for producer interests, facilitate research and innovation, and drive transformation in the South African potato industry.

Differentiator

Problem solved

Functional benefit

Brands

• CHIPS Magazine: Bimonthly industry publication serving as the official mouthpiece of the South African Potato Industry, published in both English and Afrikaans.
• Potatoes SA Mobile App

Products and services

• CHIPS Magazine Bimonthly industry publication serving as the official mouthpiece of the South African Potato Industry; covers topical issues, industry information, research and technical articles, transformation initiatives, and marketing content in English and Afrikaans. For potato producers, industry stakeholders, and value-chain participants.
• Potatoes SA Mobile App Official mobile application providing real-time market prices, disease prevention tips, industry news, and event registration for Congress and Forum events. For potato producers, traders, and industry stakeholders. Available on iOS (Apple App Store) and Android (Google Play Store).
• Potatoes SA Congress Biennial congress bringing together potato producers, industry leaders, and stakeholders to share insights and foster collaborations across the potato value chain. Full delegate registration is R7,400 (excl. VAT), with awards evening and gala dinner options at R750 each (incl. VAT). For potato producers, industry partners, and value-chain stakeholders.
• Seed Potato Growers' Forum Annual forum held alongside the biennial Congress focusing on seed potato production, quality plant material, certification, and industry best practices. Co-hosted with the Potato Certification Service. For seed potato growers, certification bodies, and industry stakeholders.
• Research Symposium Annual research symposium covering potato diseases, pests, viruses, soil health, agronomy, and other potato research topics. Features speaker presentations and research reviews, with YouTube recordings available. For researchers, agronomists, producers, and industry stakeholders.
• Transformation Symposium Annual symposium focused on Potatoes SA's Transformation Strategy, empowering developing Black potato producers through knowledge sharing and industry engagement. For emerging producers, transformation partners, and government stakeholders.
• Potato Industry Forum (PIF) Annual forum for industry stakeholders to discuss topical issues affecting the potato industry, such as alternative energy generation. For commercial producers, processors, input suppliers, and industry partners.
• Enterprise Development Programme (EDP) Programme aimed at growing commercial Black potato producers through seed grant funding, technical support, mentorship, farm-based training, irrigation and mechanization guidance, pest control, and financial management training. Includes access to credit facilities (e.g., VKB) and support for export market access (e.g., Mozambique). For emerging Black potato producers.
• Small Grower Development Programme (SGDP) Programme supporting emerging and small-scale potato producers with training, mentorship, quality inputs, market information, and continuous technical assistance. For first-time and smallholder Black potato producers.
• Bursary Programme Financial support programme for students pursuing agricultural studies, funded through industry contributions, enabling academic and professional growth in the potato industry. For students enrolled in agricultural science programmes at South African universities.
• Weekly Market Comment Weekly published market commentary providing analysis of potato prices, supply dynamics, and market trends to help prevent panic pricing and buying among producers and traders.
• Prokon News Regular industry news update published in CHIPS Magazine and online, tracking potato deliveries from 14 production regions to fresh produce markets nationwide, including downgraded percentages and bag counts.
• Pest Control Operator Registration Service Facilitation of Pest Control Operator registration with DALRRD (Department of Agriculture, Land Reform and Rural Development) under Act 36 of 1947 at R2,809.00, with proof of payment required to Standard Bank Branch Acc. 011203102 (Ref 16PC 1). For potato industry operators requiring pest control compliance.

Quantifiable outcome

• 107+ million 10kg bags sold annually in fresh produce markets
• +5 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

16 partnerships are on record, tiered major, core and minor.

• IMASA (Institute of Market Agencies of South Africa)majorStrategic or Co-development Partner · 1 May 2026IMASA won a court case against City of Matlosana Municipality over unpaid fresh produce funds. This ruling reinforces accountability and safeguards the financial stability of the fresh produce value chain.
• ITAC (International Trade Administration Commission)majorOthers · 1 May 2023ITAC reinstated import duties on frozen potato chips/French fries after tariffs lapsed. The South African potato industry welcomed this decision as it helps safeguard farmers and processors from dumping.
• University of Pretoria (UP)coreStrategic or Co-development PartnerResearch partnership with UP's Department of Consumer and Food Science and agricultural research programmes. UP conducts extensive potato research including cultivar trials, plant pathology, nitrogen/potassium nutrition studies, and consumer science. Joint work on rapid boiling tests for tuber classification and waste potato value chain development.
• University of KwaZulu-NatalcoreStrategic or Co-development PartnerAcademic partnership through Potatoes SA bursary programme. Bursary recipient Caroline Mhlaba pursued MSc in Plant Pathology at UKZN, researching sustainable approaches to managing bacterial soft rot in potatoes using biological control agents.
• DALRRD (Department of Agriculture, Land Reform and Rural Development)coreImplementation/ SI/ Consulting PartnerGovernment partnership for regulatory compliance including Pest Control Operator registrations under Act 36 of 1947. DALRRD sets standards for crop protection products and agricultural remedies.
• FAO/UN (Food and Agricultural Organization)majorStrategic or Co-development PartnerInternational partnership for International Day of the Potato (May 30). FAO and UN General Assembly acknowledged the day to enhance awareness of potato's nutritional, economic, environmental, and cultural significance.
• Tshwane MarketmajorStrategic or Co-development PartnerFresh produce market partnership for International Day of the Potato celebrations. Tshwane Market hosted the 2026 celebrations featuring interviews, stakeholder engagement, and trader support activities.
• McCain FoodsminorStrategic or Co-development PartnerMcCain Foods opened their second research farm in South Africa. Mentioned in CHIPS magazine as industry partner for research initiatives.
• APAC (Agricultural Produce Agents Council)majorStrategic or Co-development PartnerIndustry partnership for market operations. APAC operational manager Khodani Madula participates in International Day of the Potato celebrations and market activations.
• WesGrow Seed PotatoesmajorChannel Partner/ Reseller/ DistributorSeed potato supplier showcased during International Day of the Potato events, highlighting new cultivars. Also hosts EDP participants for seed quality inspection visits.
• Potato Certification ServicecoreImplementation/ SI/ Consulting PartnerCo-host of Seed Potato Growers Forum and Congress 2026 alongside Potatoes SA. Provides certification services ensuring seed quality standards.
• ProkoncoreImplementation/ SI/ Consulting PartnerIndustry partner providing market monitoring and news services. Prokon News section in CHIPS magazine covers weekly market statistics from fresh produce markets nationwide.
• World Potato CongressmajorStrategic or Co-development PartnerTri-Nation Potato Workshop partnership with Australia and New Zealand potato industries. Potatoes SA organizes tours to World Potato Congress events, with 35 seats available for the 2024 Congress in Adelaide, South Australia.
• Tri-Nation Potato Workshop (South Africa, Australia, New Zealand)majorStrategic or Co-development PartnerJoint workshop between three countries' potato industries, part of World Potato Congress activities. Includes visits to potato growers, processing facilities, equipment suppliers, and input suppliers.
• Stellenbosch University (Chair in Plant Health)minorStrategic or Co-development PartnerAcademic partnership providing short courses on potato crop production and cultivation practices presented by Prof Martin Steyn.
• DWS (Department of Water and Sanitation)minorImplementation/ SI/ Consulting PartnerGovernment department responsible for water regulations affecting potato production, particularly in the Sandveld region. Potatoes SA has engaged with DWS regarding proposed water restrictions.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• International Potato Center (CIP): CGIAR research center focused on potato and sweetpotato R&D globally. Comparable on the research/cultivar trial side of Potatoes SA's mandate, though operating at international scale rather than national advocacy.

Broad incumbents

• McCain Foods: Largest global processor of frozen potato products with a growing presence in South Africa (two research farms). Comparable as a major commercial player in the SA potato value chain that Potatoes SA engages with on research and trade.

Regional players

• AVEBE: Dutch cooperative focused on potato-starch and protein derivatives from starch potatoes. Comparable as a grower-funded cooperative model and as a counterparty in industrial/starch potato markets that intersect with Potatoes SA's starch-potato constituency.

Direct peers

• United Potato Growers of America: US grower cooperative focused on supply management, market information, and price stability for potato producers. Comparable to Potatoes SA's Prokon market information and price stability mandate.
• Potatoes New Zealand: New Zealand's statutory industry body for potato growers, funded by levies and focused on R&D, biosecurity, and market development. Part of the Tri-Nation partnership with Potatoes SA.
• National Potato Council (US): US trade association representing potato growers on federal policy, trade, and research. Comparable as a national-level industry advocacy and policy organisation for a major potato-producing country.
• Belgapom: Belgian potato trade and processing industry federation representing growers, traders, and processors. Comparable as a national-level industry body covering the full potato value chain.
• European Potato Processors' Association (EUPPA): European association of potato processors focused on regulatory, sustainability, and trade issues. Comparable as a regional industry body with a similar advocacy and research mandate.
• Potatoes Australia (AusVeg): Australian peak industry body for vegetable and potato growers, providing R&D, marketing, and policy advocacy. Directly comparable as a national levy-funded potato industry representative body.

Others

• Freshmark Systems / IMASA: South African fresh produce market agency ecosystem, including the Institute of Market Agencies of SA (IMASA). Comparable as a key distribution-channel partner and co-stakeholder in fresh-produce market price formation that Potatoes SA tracks via Prokon.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/potatoesZA
• LinkedInlinkedin.com/company/potatoes-south-africa

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Potatoes South Africa