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THE PRODUCER’S GUIDE

TO TRADE AT JOBURG MARKET
NSFORMATI
TRA

ON
IN MOTION
 TABLE OF CONTENTS
1. Mission, Vision, Background and Joburg Market moving to City Deep
2. Historical journey
3. The role-players at the market
4. How to mark containers with the required Information
5. How does a producer obtain a production unit code (PUC) Or A PHC
6. How to register to supply at Joburg Market
7. Transport requirements
8. How to complete a delivery note
9. Return to farmer process
10. Destruction process VISION GUIDING YOU THROUGH THE
A smart fresh produce trading hub that is PROCESS OF HOW TO USE
11. Joburg Market’s process flow
globally competitive.
JOBURG MARKET
12. Quality requirements BACKGROUND
13. How to ensure that the produce supplied to the Maket are safe for human MISSION Established in 1887, Joburg Market operated
To provide the best environment that supports at the old market square in the Johannesburg
consumption
competitive trade and effective distribution of CBD. By 1913, the Joburg Market had grown
14. How to package products in a proper name extensively and had to be relocated to
fresh produce products in Southern Africa. Newtown.
15. Commission structure
16. Why trade at Joburg Market VALUES At this site, trade took place by way of
17. Price determination The values of the Joburg Market are: an auction system. Fresh goods, poultry,
● Transparency game,hay, lucerne and pheasants were
18. How to supply Joburg Market sold. The turnover for the financial year in
● Service excellence 1973/1974 amounted to R32.2 million.
19. Smart Market
20. Important contact details ● Integrity

21. Banana Wallpaper ● Innovation

22. Market agents contact details ● Accountability

23. Notes

ROCESS OF HOW TO USE JOBURG MARKET

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HISTORICAL JOURNEY THE ROLE-PLAYERS AT JOBURG MARKET

1886 A MARKET IS NEEDED

AND CREATED IN
JOHANNESBURG
1913

THE EARLY
1913 JOHANNESBURG
MARKET
1940 ESTABLISHMENT IN
NEWTOWN

1940 THE INDUSTRIAL

JOHANNESBURG AND
MIGRATION TO THE
1970 CITY OF GOLD

A NEW MARKET IS
BUILT AT CITY DEEP. IT
CURRENT HAS BEEN UPGRADED
AND MAINTAINED
OVER THE YEARS

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HOW TO MARK
CONTAINERS WITH THE
REQUIRED INFORMATION
Producers and food suppliers must ensure that
all products delivered for sale to the market
are compliant with Good Agricultrural Practices
(GAP), Good Manufacturing Practices (GMP)
and are properly packed and marked with
the relevant infomation prior to delivery to the
market.

Mark each container with the information

required either by:

• Affixing labels.
• Adding stamps in the case of cardboard
boxes.
• In the case of netted bags, attaching
pre-printed or stamped tags (refer to the •  PTIONAL Marking: Production Unit
O
applicable regulation as stipulated in Code (PUC) or Pack House Code • Ensure that trucks are NOT open when
transporting food. A waterproof cover or
the Agricultural Products Standards (APS)
Act for full/specific requirements).
(PHC) which can be obtained from the
Department of Agriculture, Land Reform
TRANSPORT tarpaulin can be used to cover loads on a
and Rural Development (DALRRD). REQUIREMENTS flat bed or open truck. Suitable curtains
should be used for trucks that have open
The information required to be on the
container/s: sides.
HOW DOES A PRODUCER
•  nsure that all products are transported in a
E •  s far as reasonably possible, ensure
A
•  ame or trademark and physical or postal
N OBTAIN A PRODUCTION UNIT suitable manner where the goods being that fresh produce with short shelf life or
address of either the producer or owner or CODE (PUC) OR A PHC carried are protected from damage and cold-chain products (like strawberries,
packer of the products. contamination. Care must be taken to grapes, stone and pome fruit etc.) that
• The expression: “Class 1”, “Class 2” or ensure the general shelf-life of the product travel over long distances are transported
“Class 3”. The Department of Agriculture, Land Reform will be maintained. in refrigerated trucks.
and Rural Development (DALRRD) issues •  nsure that the carrier vehicle is in a good
E • Trucks should be insulated, provided the
•  he product count or total number of
T
Food Business Operators (FBO) producing state of repair, clean and dry on the inside. consignment was precooled or sufficiently
consumer package units per outer container
for the local or export market with a FBO cool at the time of loading. It is important
if not visible from the outside. • Ensure that fresh produce is NOT
code in the form of a PUC and/or PHC. that the field heat of produce is sufficiently
•  he nett mass of the contents in the case
T transported with goods that pose the risk
of cross-contamination that could taint removed prior to packaging and loading in
of vegetables, grapes, potatoes, onions, Contact Food Safety & Quality Assurance
goods, e.g. fertilizer, pesticides, chemicals, order to maintain shelf-life.
bananas and other bagged fruit e.g. Officer (FSQA):
oranges. paint, meat or animal carcasses, etc.
Directorate Food Safety & Quality Assurance, •  nsure that produce is protected against
E
•  he name and type of product in the case
T
DALRRD. the elements of sun, rain, wind, dust and/
where the contents are not visible from the
outside. or other forms of air pollution as far as
Tel: 012 319 7306/7304 reasonably possible during transportation.
•  ate of packing or a date code is
D Cell phone: 072 198 9278
recommended to assist the market in stock Web: http: //www.dalrrd.gov.za.
control. E-mail: [email protected].
•

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HOW TO REGISTER HOW TO COMPLETE A
TO SUPPLY JOBURG DELIVERY NOTE
DETAILS REQUIRED IN THE A REGISTERED PRODUCER
DELIVERY NOTE: CODE IS VITAL FOR THE
FOLLOWING FLOW:

• Product details The vehicle/truck transporting the fresh

• Farmer’s details produce must present the delivery note
at Joburg Market entrance gate.
• Market Agent’s details
• Consigned Salesperson
RETURN TO FARMER PROCESS
Joburg Market staff will develop a
• Physical/Postal address of the producer code and provide a gate
farmer number proceed to the Market Agent
with the gate number attached to the Fresh produce remains the property of the Farmer until it is sold.
• Quality of produce (class,
packaging, size and weight) delivery note.
note Ownership only passes after sales transaction has been completed on
the Sales Processing System (SPS). There is a prescribed Standard
The Market Agent will offload products Operating Procedure (SOP) in place that must be followed by all
and verify the delivery note with the parties involved in the ‘Return to Farmer Process’.
physical products received.

This process is started by the Farmer or Owner of the fresh produce.

The Farmer or Owner must provide a signed letter to the Market
Agent or Salesman to return the produce to the farmers for whatever
reason. The ‘Return to Farmer Process’ is conducted on the Sales
Processing System (SPS) for transparency and balance of account
purposes.

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DESTRUCTION PROCESS JOBURG MARKET’S PROCESS FLOW

Entrance Gate Receiving Quality Assurance

A Market Agent or Salesman cannot unilaterally discard produce without the
approval of a Market Floor Inspector and/or a Market Quality Assurance • The truck arrives at the gate • The Market Agents’ • The QA Inspectors will
Inspector, if the produce is not fit for human consumption. There is a prescribed with consignment from the personnel will offload the inspect the delivered
farmer. produce from the truck onto produce.
Standard Operating Procedure (SOP) in place that must be followed by all the platform.
parties involved in the Destruction Process. • The Consignment Control
Data Capturer receives the • Goods Received Note
It is the Market Agents’ Salesman responsibility to inform the Farmer of the delivery note from the driver (GRN) is generated by
and captures the details of Market Agent for each batch
condition of the produce, be it unsaleable or not fit for human consumption the delivery note onto the of produce received.
before the produce is discarded. A farmer may request all associated documents SPS (Sales Processing
including pictures of the discarded produce from the Salesman or from the System).
Market.

Stock Control Sales of Produce Exit Gate

• The Hall Management will • The Market Agents perform • The Buyer will collect
oversee the stock control the role of selling on behalf purchased produce from
processes inside the Trading of the farmer (Salesman). the sales floor and proceed
Hall through the internal to exit the gate of the
controls in place • The Hall Management respective Market Agent.
(Market By-Law & SOP’s) authorizes transactions that
• The Market Agent’s gate
requires further protocol in
checker will verify the
order to ensure transparency
produce purchased as
and fair trade between the
per the removal note and
Salesman, Buyer and the
physical stock purchased.
Farm.

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QUALITY REQUIREMENTS
Produce delivered to Joburg Market must • Clean and free from foreign matter,
comply with the negations relating to the including excessive soil
grading, packing and marking requipments • Reasonably free from blemishes
at the Agricultural Product Standards (APS)
• Reasonably free from cracks
Act, Act 119 of 1990. Produce received on the
market will be inspected accordingly. • Reasonably free from bruises
• Not running to seed, free from seed stalks,
Producers, Packers and Suppliers must free from sprouting in case of vegetables
ensure that the products supplied to the • Of such development and conditions as to
Joburg Market are: withstand transport and handling
• In compliance with the declared mass (be it
in the container)

HOW TO ENSURE THAT THE

PRODUCE SUPPLIED TO HOW TO PACKAGE
THE MARKET IS SAFE FOR PRODUCTS IN A
HUMAN CONSUMPTION PROPER NAME
Farmers and pack houses must ensure that •  ack all products in suitable containers,
P
all products delivered for sale at the Market i.e. boxes, bags, pockets, plastic crates,
are fit for human consumption, e.g. free etc. and stack them on suitable and
from decay and moulds, free from pesticide strong pallets. Make sure that produce
residues or within prescribed limits, free from are not delivered in loose quantities.
any other contamination. •  nsure that all containers are intact,
E
clean, suitable and strong enough for
In terms of the APS Act and Market By-Laws, the packing and normal handling of the
Joburg Market reserves the right to refuse particular product. If re-usable containers
the offloading of inferior quality produce are used, it must be of such material
deemed to be unsaleable (unfit for human that it can be cleaned and thereafter
consumption). Joburg Market reserves the disinfected prior to use e.g. plastic crates.
right to downgrade products that do not
• Ensure that reused containers are free
comply with the grade presented.
from all previous marks and details of
other parties. Old labels must be removed
Please go to www.dalrrd.gov.za Food Safety
or covered by new labels.
and Quality Assurance to download the
relevant product regulation or contact the •  ack each container firmly and to
P
Joburg Market QA Office 011 992 8000 or capacity. Make sure that boxes are
contact DALRRD: not stacked upside down on the pallet,
particularly fruit boxes as they bulge out
Tel: 012 319 7306/7304 and fruit are prone to injury.
Cell phone: 072 198 9278
Web: http: //www.dalrrd.gov.za.
E-mail: [email protected].

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COMMISSION STRUCTURE WHY TRADE AT JOBURG MARKET

COMMISSION
STRUCTURE
Joburg Market is a commission market that is open to all the country’s
producers who send more than a million tons of fresh produce to the Market
each year to be sold to thousands of market buyers. By 2020, the trade
realised a turnover of more than R8.6 billion a year.
The commission system works as follows:

• Market Agencies receive between 5% and 9% commission on gross

value of the sold product.
• It is important to note that all produce at the Market remains the
• The Commission varies according to each commodity and should be property of the producer until sold, via a Market Agent, to willing
negotiated between the producer and the Market Agent. buyers. The Market does not own the produce, neither does the
• The Market receives a fixed 5% commission for the management and Market Agents.
maintenance of the competitive marketing system and infrastructure that • Trade takes place in three Food hubs, namely: Fruit Hub, Potato
makes fresh produce trading possible. and Onion Hub and Vegetable Hub, measuring a total of 75 000m²
• This includes a computerised sales system, cash collections, quality via a commission system.
control, cleaning and waste collection, safety and security.

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WHY TRADE AT JOBURG MARKET WHY TRADE AT JOBURG MARKET

Joburg Market will embark on upgrading the trading halls to provide rooms
and the separation of trucks from light vehicles. This upliftment will evolve
the Joburg Market into a Market of the Future, with value-added services,
agro-processing, green and blue technology and a state of the art
The ample off loading
and loading areas eco-friendly business park.

Daily payments • One-stop shop for fresh produce

are made to Market MO
• The biggest of its kind in Africa
• Over 120 years experience in trading fresh produce
It is easily accessible • Over 20 000 buyers and growing
MP from major
highways around
Johannesburg
It has Banana
Ripening facilities
MQ
with over 1800 pallet
capacity pallets

It has an in-house
Laboratory to conduct
pesticide residue testing
Quality Assurance
Department conduct
quality inspections MS
on products

It has the widest variety

MN of fresh produce
available throughout the
year
It has a Cold chain
management with
over 5000 cold room MO
pallet capacity

It provides a platform
MP where trade can take
place with 75 000m²

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PRICE DETERMINATION HOW TO SUPPLY JOBURG MARKET

• Identify a Market Agent and obtain • Make an appointment at

contact details of a salesperson consignment control or email
who specialises in selling registration request to designated
your product range (see Market officer, alternatively come and see
Agents contact details on page 22). one of our supervisors/managers to
• Find out what are the product obtain additional information.
equirements (refer to section on • Complete and return the Producer
quality). information form provided by officer
• If possible visit the Joburg Market, via Email or by hand with detail
meet with the salesperson and on which agent to link up with as
familiarise yourself with the Joburg the consignment control
Market’s operations. department will then register an
agreement with this specific agent
• If unable to contact a salesperson/
or agents as multiple agents can be
Market Agent on details provided
used at any given time.
at the back of this booklet. Provide
the Salesperson with all your • The Producer code number
details which should include linked on SPS will
your name, the trading name be provided by the CC officer for
of the farm, ID number, contact reference on all consignments
details and banking details. entering the market.
National Fresh Produce Market The natural interaction between supply
and demand leads to the discovery • Obtain a threefold delivery note • Ensure that this code is provided
operates in an open market
competition environment where of the equilibrium price at that point in book with serial numbers. on all delivery notes
prices are determined by the primary time which can fluctuate. declared to ensure traceability
• The first copy goes to the Market
economic factors of demand and and reconciliation of documents.
In other words all things being equal, Agent in preparation for delivery.
supply. the price will increase when there a • The second copy is kept by Joburg
The law of demand and supply short supply of fresh produce and that Market.
describes a phenomenon, all things the price will decrease if there is high
supply of fresh produce. • The third copy that remains in the
being equal, that the price of a good
tends to increase when the supply of book is for the farmer’s record
Some secondary factors that may keeping.
that good decreases or vice versa. influence the price of fresh produce
There is an inverse relationship are in relation to quality, packaging,
between demand and price and an sizes, level of adherence to the
inverse relation between supply and grading and packing negotiation as per
price. Agricultural Product Standard Act and
seasonal factors to name a few.

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SMART MARKET SMART MARKET
The Smart Market project will transform the Joburg Market into a one-stop-shop
that offers services to various agribusinesses within the fresh produce value
chain, such as:

• Farm production input supplies

• Primary agricultural production inputs, machinery, implements and tools
• Fish and meat trading facilities
• Pesticides and veterinary supplies
• Agro-processing equipment and packaging materials
• Machinery, implements and equipment parts

In addition to this, the project will enhance cold chain solutions, and other
complementary services such as banana ripening, making the facility world class.
The delivered fresh produce’s quality and shelf life will be positively impacted on
and customers buying experience greatly improved.

The Smart Market is a positive development that will work to address a number
of key issues, including facilities and technology to make the business more
efficient and customer friendly.

Joburg Market has a vision to evolve into a “Smart Market” which will not only
maintain its current position as the largest market in the country but also attract
and enable further growth and development. The current layout and design
of the market dates back to 1974 and was based on the bulk of the products
arriving via railway sidings on the market premises.

To this end, the Joburg Market is making huge investments in the

refurbishment and expansion of warehouse trading facilities and infrastructure.
These investments are to bolster food and human safety, quality standards and
cold chain processes.

This ambitious project will be completed in phases to allow for minimal

disruption to all stakeholders. A three year construction period is proposed.

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IMPORTANT CONTACT DETAILS

IMPORTANT CONTACT DETAILS

Name of Department Tel. No. Website/Email Role

Joburg Market T: +27 11 992 8000 [email protected]
trade in fresh produce
Customer Care T: +27 11 992 8211
8108 [email protected] Customer care
Services services
Consignment Control T: +27 11 992 8175
8159 [email protected] Receiving of
consignment
Fruit Hall T: +27 11 992 8091 [email protected] Fruit trading halls
Vegetable Hall T: +27 11 992 8073 [email protected] Vegetable trading
halls
Potato Hall T: +27 11 992 8094 [email protected] Potato and onion
trading hall
Banana Ripening T: +27 11 992 8177 [email protected] Banana ripening

Market Cold Stores T: +27 11 992 8177 [email protected]

Quality Assurance T: +27 11 992 8051 [email protected] Quality Control and
Food Safety
Department of T: +27 12 319 6000 www.dalrrd.gov.za
Agriculture products and

T: +27 11 894 3680 www.apacweb.org.za Regulates market

management
Telkom Direct 1023, 10118 www.telkom.co.za To provide contact
details on packaging
companies and
transporters

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MARKET AGENTS CONTACT DETAILS NOTES

Agency Name Representative Contacts Email Addresses

Botha Roodt (011) 613 6981 [email protected]

Johannesburg Mr. H Eksteen 0827740454 [email protected]
Market Agency
CL de Villiers Market Agency (011) 613 3601
Mr. N Muller 0832507443 [email protected]

CA-TU Fresh Market Agency Mr. KG Nedzanani, (011) 613 5396

Zablon 0796406856 [email protected]

Citifresh Market Agency Mr. H Theunissen (011 ) 613 4344 [email protected]

0825786250
City Deep Waatlemoen Mr. P Botha (011) 613 6981 [email protected]
Market Agency
Dapper Market Agency Mr. Peter Fraser, (011) 613 4021 [email protected]
Janine Lamprecht 0825762426

DW Fresh Johannesburg Ms. T Fredericks, (011) 613 1298 [email protected]

Produce Market Agency Johan Meyer 0832602146,
0823266052

Egoly Johannesburg Market Mr. MT Hadebe, (063) 503 3674 or [email protected]

Agency Oclesia (078) 143 9446 [email protected]
0646197052

Exec-U-Fruit Market Agency Mr. T van Tonder (011) 613 6101 [email protected]
0829099404
Matla Market Agency Mr. P Botha (011) 613 6981 [email protected]
(011) 613 8781

Metro Market Agency Mr. S Nedzanani (011) 613 5396 [email protected]

Mr. G Hooghiemstra, (011) 613 4391 [email protected]

RSA Beyond Agency Mr D van Zyl 0836009613,
0827878050
Subtropico Johannesburg Market Mr. H Theunissen (011) 613 3917 [email protected]
Agency 0825786250

Uni Dev Market Agency Mr. AN Muller (011) 613 3601 [email protected]
0832507443

Wenpro Johannesburg Mr. H Theunissen (011) 613 3917 [email protected]

Market Agency Mr Johan Theart 0825786250 [email protected]
0823301026

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