Farming with Purpose: Lesego Mohube on Markets, Timing and Success

Being a farmer is more than just a job — it is a noble calling. Farmers work hand in hand with nature every day, nurturing the soil, planting seeds, and producing the food that sustains communities and nations. Yet beyond the fields and harvests lies another critical responsibility: understanding the market. Knowing who to sell to, when to sell, and where to sell can make the difference between profit and loss. Today, we speak to a young, vibrant, award-winning farmer, Lesego Mohube, who specializes in producing spinach, butternut, lettuce, and cabbage. In this insightful conversation, she shares her journey navigating the open market, highlighting both the opportunities and challenges it presents. Lesego emphasizes the importance of having the right agent to help secure reliable buyers and negotiate fair prices. She also unpacks one of the most crucial lessons in farming: timing. Understanding what to sell, when to sell it, and when to plant each crop requires careful planning, market research, and awareness of seasonal demand. Through her experience, Lesego demonstrates that successful farming is not only about growing quality produce, but also about making smart business decisions that ensure sustainability and growth.