Farming in the early 1930s, a Dutch farmer embarked on an innovative venture in South Africa. He constructed a glass greenhouse for flower cultivation, but the persistent threat of hailstorms prompted him to swiftly transition to using polypropylene film to safeguard his precious plants. This pioneering technique captured the attention of fellow farmers, who recognized its potential for growing tomatoes, cucumbers, and sweet peppers under protective covers.
These forward-thinking farmers embarked on journeys to the Netherlands, Israel, Spain, France, and Britain to expand their knowledge on greenhouse construction and production methods. Meanwhile, local seed experts conducted trials under these protective covers to assess the significant increase in crop yield.
In the 1980s, foreign greenhouse construction companies began establishing their presence in South Africa, with local representatives and offices facilitating their operations. Irrigation companies soon followed suit, developing specialized systems tailored to the unique needs of greenhouse farmers. As we entered the new millennium, electronic companies introduced groundbreaking climate control, irrigation, and plant inspection technologies to enhance agricultural efficiency.
The Horticultural Faculty at Stellenbosch University, led by Professor Nic Combrink, played a pivotal role in conducting research and studies related to greenhouse farming. A pivotal moment in crop protection emerged when shade netting producers convinced apple, pear, and table grape farmers to cover their orchards to shield against hail, wind, and bird damage.
All these developments eventually led to the creation of an organizational body, which convened annually at Welgevallen, the Horticultural trial farm of Stellenbosch University. Thus, the South African Greenhouse Farmer organization came into existence during the late 1980s.
Johan Swiegers, then the Editor and proprietor of Undercover Farming Expo Magazine, began reporting on novice greenhouse projects and regularly attended these Welgevallen meetings. This engagement fostered strong relationships with greenhouse and shade netting farmers, as well as suppliers, both large and small.
The initial Chairman, Paddy De Vries, had become a prominent figure in the industry, but he relocated to New Zealand, followed by the departure of his successor for the USA.
Recognizing the need to keep stakeholders informed about industry developments, Johan seized the opportunity to realize a long-held dream – a magazine he aptly named “Undercover Farming.” The name drew some bemusement, as a British Horticultural Society Chairman remarked upon seeing Johan’s business card, “Undercover Farming sounds intriguing!”
The first issue of Undercover Farming Expo Magazine was printed in Pretoria and distributed to greenhouse and shade net farmers, construction companies, plastic and shade net suppliers, and seed providers, among others. At the final organizational meeting under Paddy De Vries‘s leadership, the magazine received resounding applause, marking a significant moment for Johan.
As the organization floundered, Johan, alongside his teammate Suzanne (his youngest daughter) and dedicated office staff, contemplated a new initiative – an annual Undercover Farming Conference. The idea garnered enthusiastic support from leaders in the greenhouse and shade net farming sectors. Subsequently, Johan and his team enlisted an individual with expertise in arranging exhibitions and conferences.
The inaugural Undercover Farming Conference took place in 2007 at the Saint George Hotel Conference Centre, with fully booked rooms and impressive exhibitions by numerous companies. The level of support exceeded all expectations, leaving Johan and his team, including his wife, Liefie, the receptionist and entry manager, astounded. “At last, we have a platform to bring us together and advance this specialized style of farming in South Africa,” remarked a prominent attendee.
The success in the North prompted Johan and his conference team to organize a similar event in the Western Cape, hosted at Allée Bleue Wine Estate near Franschhoek. Farmers from various regions, including Vredendal, George, and Beaufort-West, eagerly attended. Attending an Undercover Farming Conference provides a unique opportunity to network with technical advisors, seed experts, and numerous producers engaged in undercover farming.
Today, Undercover Farming Conferences are held annually in Pretoria at the CSIR Conference Centre in March and at Allée Bleue, Franschhoek, in October. In 2023, Undercover Farming celebrates its twentieth anniversary, since Suzanne took over the business in 2012.
Under Marion’s leadership, the magazine underwent a transformation, marked by the development of a cutting-edge SEO website. This website seamlessly integrates with various multimedia platforms, including Facebook, Twitter, LinkedIn, Instagram, WhatsApp, and MailChimp. As a result, Undercover Farming Expo and Magazine have evolved from a traditional tabloid newspaper into a dynamic, fully integrated multimedia hub. This transformation enables us to engage with farmers interactively while driving valuable traffic to benefit our loyal advertisers associated with Undercover Farming Expo Magazine.
In the latter half of 2022, Suzanne embarked on a personal journey to explore her passion for travel and immerse herself in diverse cultures, relinquishing her role at Undercover Farming Magazine and Expo. With her departure, she entrusted the helm to her husband, Marion Oosthuizen. Marion’s impressive 15-year involvement at a managerial level with Undercover Farming Magazine and Expo paved the way for an exciting new chapter.
We have also taken a significant step by establishing an in-house Multimedia Marketing Team, dedicated to ensuring that all our advertisers receive the utmost market exposure. Whether it’s through paid targeted advertising or the result of our brand awareness campaigns, we guarantee that your message reaches your intended audience effectively. From brand awareness initiatives to conversion campaigns that turn clicks into sales, we have you covered.
In addition to serving the Sub-Saharan region’s farmers with invaluable greenhouse farming insights and marketing guidance, as well as assisting our advertisers with brand awareness and sales campaigns, we have expanded our horizons further. We have now evolved into Advertorial Content Creators, offering comprehensive services that encompass copywriting, storyline development, photo and video production, meticulous editing, and skillful packaging. This culminates in a multimedia launch on both our platform and those of our esteemed clients.
With 20 years of experience in an industry that we are genuinely passionate about, we proudly stand as your one-stop media solution. We remain committed to serving the needs of our community and industry partners, as we continue to evolve and innovate in an ever-changing media landscape.
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