A powerful story of resilience, purpose and generational legacy is unfolding on Bethel Estate, a farm in rural KwaZulu-Natal where a mother and daughter are growing far more than just fresh produce.
Bethel Estate is led by 58-year-old Gugu Dlamini and her daughter, Lungi Ndelu (30), who work in a family-run business on a farm in Inhlamvini, supporting livelihoods across their community – despite them having no agricultural experience to begin with.
“We didn’t know anything about farming,” says Gugu. “It was more of a calling – that the land could offer greater fulfilment than my corporate job was giving me at the time.”
After purchasing the land in 2016, Gugu spent years learning the ropes before planting their first five hectares of lettuce in 2019. What followed was an early breakthrough that changed everything. “We invited buyers to see our first crop, and we received a 100% uptake,” she recalls. “That’s when we knew this could work.”
Getting their produce to market
Today, Bethel Estate supplies fresh produce to Freshmark, the Shoprite Group’s fresh fruit and vegetable procurement, buying and distribution arm. As Africa’s largest buyer of fresh produce, Freshmark connects farmers directly into the formal retail supply chain, sourcing primarily from local producers and distributing to stores across the continent. Freshmark works closely with the farm, providing forward demand planning, grading and quality standards, and structured procurement processes. Produce from Bethel Estate is delivered to the Freshmark Distribution Center, from where it is distributed to retail outlets including Shoprite, Checkers and Usave stores.
This support, combined with consistent off-take agreements, has given the farm the stability to plan planting cycles, manage risk and invest in growth. With a predictable buyer and clear standards to work towards, Bethel Estate has improved quality, increased volumes and grown sustainably over time – helping to overcome logistical and market-access barriers that often limit emerging farms.
Building on this experience, the farm established the Tshala Nathi farmer support programme to help emerging vegetable farmers navigate and prepare for formal retail opportunities. Through mentorship and hands-on support, the programme helps farmers strengthen their operations and meet the requirements of formal markets – opportunities that are often out of reach for small-scale producers.
Working in partnership with local government, Tshala Nathi addresses one of the biggest challenges facing emerging farmers: entering formal markets and maintaining consistent supply.
“Having a guaranteed route to market changes everything,” says Lungi. “It allows you to plan, invest and grow with confidence.”
Helping other farmers
Since then, Bethel Estate has grown into a multi-million-rand operation, while also creating pathways for other small-scale farmers to grow. The farm now works with around 100 farmers, most of them women, by aggregating their produce and helping them reach larger wholesale and retail markets. “Many of these farmers can’t reach large markets on their own,” explains Lungi. “By working together and through our partnership with Freshmark, we’re able to bring their produce into formal value chains.”
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