The second day of the Africa Agri Tech Conference and Expo in Pretoria delved into the critical issues shaping the future of African agriculture, with a strong emphasis on the role of technology and the challenges posed by disinformation. The event, held at the CSIR Convention Centre, brought together industry leaders, technologists, and innovators to discuss how the sector can navigate the complexities of the digital age.
Jolanda Andrag, Chief Operating Officer at Agri SA, set the tone for the day by posing a provocative question: “Who will we become, and how will we stand in relation to the nations and trade blocs around us?” Andrag acknowledged the significant challenges facing the industry, including misinformation and declining trust. However, she also expressed confidence in the sector’s resilience, highlighting the strong social fabric that binds farming communities and their ability to overcome adversity.
One of the day’s most pressing topics was the impact of disinformation on agriculture. Alan Hardacre, Strategic Leader in Global Advocacy and Public Affairs, warned that the spread of false information poses a significant threat to the industry. “It has never been more important to separate fact from fiction, but it has also never been more difficult,” he said. Hardacre pointed to sensitivities around land reform, food security, and foreign corporate control as areas particularly vulnerable to disinformation campaigns. He stressed the need for transparency, media engagement, and farmer-led storytelling to build public trust and combat misinformation. “The future success of farming will in part be about good communication. If we don’t take control of the narrative, then disinformation will prevail,” he cautioned.
The practical application of agricultural technology was another key focus. Martin Jansen, Chief Information Officer at ZZ2, shared the company’s approach to technology adoption, advocating for standardisation and simplification. “Technology should be an exoskeleton of ‘awesome’ around a human being,” he said, emphasising that automation should enhance human capability rather than replace it. Jansen highlighted the efficiency gains and waste reduction that technology can bring, ultimately leading to improved production and a direct impact on the bottom line.
The role of artificial intelligence (AI) in agriculture was explored by Pieter Geldenhuys, Director at the Institute for Technology Strategy and Innovation. Geldenhuys debunked the idea that AI and human intelligence are in competition, instead viewing AI as a tool that enhances decision-making by eliminating cognitive biases. He showcased emerging technologies like autonomous machines using laser technology for weed removal and the Scio Cup for rapid feed quality analysis. However, he cautioned that AI relies on existing data and lacks independent logic, underscoring the enduring importance of human oversight.
Mpho Mence, Sustainable Agriculture Analyst at GreenCape, presented findings on promising agricultural investments, highlighting precision drones and hydroponic systems. Mence noted that while initial capital costs are high, the increased quality and yield from these technologies can provide a quick payback. “Technology isn’t just an enabler – it’s necessary for building resilience and ensuring a competitive and sustainable agricultural sector,” she asserted.
The day also featured discussions on leadership in the technological era. Tech Leader and Author Mushambi Mutuma encouraged delegates to embrace change and adapt, stressing the importance of keeping people at the centre of technology adoption. “Technology is a growth enabler, but what does it enable? At every touchpoint, it should amplify human skills rather than replace them,” he said.
Entrepreneur and marketer GG Alcock provided a unique perspective on South Africa’s informal sector, valued at R750 billion per annum. Alcock challenged the notion that the informal market is unsophisticated, arguing that it has consistently outperformed the formal economy. He highlighted a demographic within the informal economy that seeks premium, culturally relevant products and has the purchasing power to support it. “Don’t just see the informal sector as a low-income group that wants cheap products. Get into this sector, show them respect, because they are the future,” Alcock urged.
The Africa Agri Tech Conference and Expo’s Plant AgTech Day underscored the convergence of technology, leadership, and market insight, reaffirming that innovation is essential to the future of African agriculture. As the sector faces challenges ranging from disinformation to resource constraints, the need to adapt, invest, and embrace new technologies has never been more apparent. The discussions in Pretoria highlighted the path forward: a future where technology and human ingenuity work hand in hand to build a resilient, competitive, and sustainable agricultural landscape.
