Filling a niche: journalism that supports economic well-being of South Africa's farming communities

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Paris, 18 June: Independent media in South Africa faces systemic funding pressures, shifting news consumption patterns, and rapid technological disruption, and media coverage that speaks to the needs of rural audiences has historically been a low priority. Agricultural communities are underrepresented in the media sector, and the majority of small- to medium-scale farms operate below formal industrial thresholds, making them statistically invisible.

Insights leading to innovation and a new independent media platform

Over the past eight years, the independent publisher Food for Mzansi (FFM) has found a formula for long-term sustainability by meeting the information needs of this underserved audience. South African farming communities navigate political, economic, and market volatility that demands trusted, independent, actionable information— and FFM recognised that independent agricultural journalism was well placed to provide it. Their reporting helps farming communities make informed decisions, strengthen their livelihoods, and keep affordable food on the table.

Launched in 2018, FFM has become, as its tagline claims, ‘The New Face of South African Agriculture’ by doing something novel: providing the nation’s farmers with verified, practical information that directly supports their livelihoods and productivity. With half of its newsroom staffed by women, and half under the age of 35, Food for Mzansi is nimble and resourceful, meeting its audience of 2.5 million agricultural professionals and emerging farmers exactly where they are – on Instagram, Facebook, and through newsletters, as well as on the FFM website.

FFM’s diverse content formats include in-depth news reporting, feature storytelling, practical, solutions-focused advice content, political and economical sectoral analysis, focused on commercial small- to medium-scale farming, market access, livestock, and field crops. Remarkably, in just seven years since it was launched, Food for Mzansi’s independently verified content had reached 70% of South Africa’s small- to medium-scale farmers and agricultural professionals (end-2025 data).

‍Adapting the newsroom’s comprehensive approach to community events

In 2025, Food for Mzansi also reached some 3,000 farming community members across South Africa with its annual Young Farmers Day events, known as Indabas. By bringing together thousands of participants, Food for Mzansi is diversifying its business model while deepening connections to its audience. The events are more than just networking opportunities; they are spaces for training, sharing market insights, and reinforcing a sense of community.

“Our mission at Food For Mzansi is to make independent, practical journalism accessible to every farmer, especially those who are too often overlooked. By shining a light on new-era farmers, we ensure that crucial knowledge, markets, and opportunities reach the people who drive South Africa’s agricultural economy.”
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– Ivor Price, Managing Director & Co-founder: Food For Mzansi Group

Key data points tell the story of Food for Mzansi’s accomplishments

2025

• 1.7 million unique users accessed independently verified, livelihood-focused content by the end of 2025— a substantial share of the agricultural community

• FFM reporting gave visibility to small and medium size farms' contributions of approximately 30% of national agricultural income, employing 56% of the commercial farming workforce

• Provincial farmers' days and worker training events reached nearly 3,000 participants, translating journalism into on-the-ground knowledge transfer in rural areas

2026 (Q1)‍

• Food for Mzansi tracked the total audience reach across platforms at ~2.5 million, an audience of primarily agricultural professionals and emerging farmers‍

• FFM’s digital community now stands at 6,044 registered users and 37,580 subscribers

• The 5th Mzansi Young Farmers Indaba drew over 1,000 ticket holders per day across two days