Communication Channels Used by Emerging Farmers to Access High-Value Markets: Greater Giyani Local Municipality

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This paper was prompted by the observation that although access to high-value markets for emerging farmers has received extensive attention regarding income generation and food security, a gap existed with regard to associated communication channels, especially in the Greater Giyani Local Municipality (GGLM). A sample of 215 farmers was extracted from a population of 482 emerging farmers in the GGLM using clustered random selection techniques. Descriptive and inferential statistical analyses were used to assess the communication channels used. The study's general findings were that most farmers had no formal education, with very few acquiring tertiary education. Elderly farmers (above 55 years) dominated the emerging livestock farming sector, with minimal youth participation. In terms of utilisation of the various channels, the study uncovered substantial reliance on cell phones (84.2 %), farmers' unions (74.9 %), and radio (56.7 %). Inferential statistical results revealed that the use of television had a significant but negative influence on access to high-value markets. Farmer unions and other farmers had positive attributes (10% significance) in accessing high-value markets. The paper recommends promoting cell phone usage by other farmers and farmer unions to enhance the participation of emerging livestock farmers in high-value markets, especially in the GGLM. More youth participation also needs to be encouraged to prevent succession crises.

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