Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery

De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their ba...

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Bibliographic Details
Main Authors:	Edward Mabaya, Ankit Mandhania, Sarah Catherine Van der Elst, Ke Xue, Hua Li, Sarah Grace Odell
Format:	Article
Language:	English
Published:	CentMa 2016-04-01
Series:	International Journal on Food System Dynamics
Subjects:	Fynbos South Africa Agribusiness Marketing Strategy Sustainability
Online Access:	http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/524

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spelling	doaj-4cf113feb64b41f7a89a3df758fb00c72020-11-25T00:30:22ZengCentMaInternational Journal on Food System Dynamics1869-69452016-04-017213114210.18461/ijfsd.v7i2.726443Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne NurseryEdward Mabaya0Ankit Mandhania1Sarah Catherine Van der Elst2Ke Xue3Hua Li4Sarah Grace Odell5Cornell International Institute for Food, Agriculture and Development Cornell University, Ithaca, New YorkJohnson School of Management Cornell University, Ithaca, New YorkCollege of Arts and Sciences Cornell University, Ithaca, New YorkCornell Institute of Public Affairs Cornell University, Ithaca, New YorkCornell Institute of Public Affairs Cornell University, Ithaca, New YorkCollege of Agriculture and Life Cornell University, Ithaca, New YorkDe Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their backyard. Today, they sit in their new 22-hectare farm and muse over strategic decisions as they navigate the challenges of doing business in an emerging economy. This case study focuses on opportunities and challenges for De Fynne as it pushes into its next growth phase by looking at the changing competitive landscape, the balance between marketing existing products and innovating new products, and ways to become operationally efficient and profitable in both its nursery and the farm.http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/524FynbosSouth AfricaAgribusinessMarketing StrategySustainability
collection	DOAJ
language	English
format	Article
sources	DOAJ
author	Edward Mabaya Ankit Mandhania Sarah Catherine Van der Elst Ke Xue Hua Li Sarah Grace Odell
spellingShingle	Edward Mabaya Ankit Mandhania Sarah Catherine Van der Elst Ke Xue Hua Li Sarah Grace Odell Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery International Journal on Food System Dynamics Fynbos South Africa Agribusiness Marketing Strategy Sustainability
author_facet	Edward Mabaya Ankit Mandhania Sarah Catherine Van der Elst Ke Xue Hua Li Sarah Grace Odell
author_sort	Edward Mabaya
title	Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery
title_short	Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery
title_full	Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery
title_fullStr	Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery
title_full_unstemmed	Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery
title_sort	challenges and opportunities in south africa’s indigenous plants industry: de fynne nursery
publisher	CentMa
series	International Journal on Food System Dynamics
issn	1869-6945
publishDate	2016-04-01
description	De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their backyard. Today, they sit in their new 22-hectare farm and muse over strategic decisions as they navigate the challenges of doing business in an emerging economy. This case study focuses on opportunities and challenges for De Fynne as it pushes into its next growth phase by looking at the changing competitive landscape, the balance between marketing existing products and innovating new products, and ways to become operationally efficient and profitable in both its nursery and the farm.
topic	Fynbos South Africa Agribusiness Marketing Strategy Sustainability
url	http://centmapress.ilb.uni-bonn.de/ojs/index.php/fsd/article/view/524
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Challenges and opportunities in South Africa’s indigenous plants industry: De Fynne Nursery

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