The City of Johannesburg (CoJ) will host the forty-fourth World Union of Wholesale Markets (WUWM) Conference at the Sandton Convention Centre, from May 14 to 16.

Following the conference, the Joburg Market will develop a strategic plan to leverage the agricultural economy to create jobs and support small, medium-sized and microenterprises (SMMEs) and farming to fight poverty, unemployment and inequality, CoJ Economic Development MMC Nomoya Mnisi said on April 30.

Briefing stakeholders on the preparations for the conference at the fresh produce wholesale Joburg Market, on Vickers road, she added that the conference also reaffirms the city's commitment to revitalising the wholesale market system as a powerful enabler of economic growth, food system resilience and environmental sustainability.

“Agriculture is the backbone of many African economies, enabling them to feed millions, provide jobs to many people in rural areas and sustain livelihoods across generations. But the agriculture of tomorrow must be bold, resilient and inclusive.

“Alongside global stakeholders at the conference, we can align with the trends of data-driven practices, climate-responsive infrastructure and technology that brings farmers closer to consumers,” she said.

The Joburg Market has a yearly turnover of more than R11-billion, facilitates sales for small and large farmers and fresh produce procurement and is a key player in driving food distribution and access across Southern African countries, she added.

The WUWM connects wholesale and fresh food distributors from more than 40 countries and promotes safe, sustainable and fair strengthening of wholesale markets to support farmers and drive economic development, said Joburg Market acting CEO Sello Makhubela.

“The conference serves as a hub for the exchange of knowledge, global standards and cooperation for food distribution. It plays a vital role in shaping policies and practices that impact millions of producers, traders and consumers,” he said.

The information sessions of the conference have been designed to promote trade, innovation and engagement, he added.

The benefits of the conference for Johannesburg, the market and Africa more broadly is that it can help to catalyse and accelerate transformation of the food system and unlock intra-African trade, as well as influence global perspectives with local perspectives, he said.

The WUWM helps to facilitate access to healthy diets for everyone in society and deliver sustainable, inclusive and high-quality fresh produce food supply systems by sharing ideas and best practices, and promoting engagement and cooperation among international organisations, governments, business and the public, said CoJ executive mayor Dada Morero.

South Africa aims to use the fresh produce market value chain and its role in distributing fresh produce to enhance food security. Similarly, the conference shines a spotlight on the potential to transform future food systems on the continent, he added.

Further, the city and its markets account for about 46% of demand for fresh produce in South Africa and the CoJ, therefore, commits to modernising the Joburg Market and making it 'smart' through the use of various technologies, said Morero.

The market already uses a card system to make transactions direct and seamless for producers and traders, but aims to further develop the business technologies it leverages.

The conference theme is 'Shaping the future of fresh produce through sustainability, innovation and inclusivity', and will examine issues in the fresh produce value and how climate change can impact on them, and how they affect the agricultural sector in particular, he said.

The WUWM conference will also focus on the use of smart technologies to enhance business operations and improve customer satisfaction.