Lucentlands Podcast | Harvesting Agriculture Knowledge

• Royalty Wars in Agriculture - The Hidden Side of Plant Breeders’ Rights | Ep. 87

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak with Christine van Zyl, attorney at TGB Attorneys and specialist in intellectual property law, about one of the most misunderstood and fast-evolving areas in agriculture: plant breeders' rights and IP protection.Christine unpacks South Africa’s new Plant Breeders’ Rights Act of 2018, the implications of "farmers' privilege", how local and foreign breeders can protect (or lose) their IP, and what exporters, smallholder farmers, and marketers should know about using and sharing protected plant material.The discussion dives deep into how the law intersects with science, innovation, and the future of agriculture in South Africa—raising key points on investment, legislation, enforcement, and public participation in regulatory processes.Key Takeaways:•The new Plant Breeders’ Rights Act is now in effect (as of June), aligning South Africa with international IP standards.•"Farmers’ privilege" allows small-scale farmers to reuse protected seed under certain conditions—but this remains controversial and narrowly defined.•IP protection attracts foreign investment, supports local innovation, and ensures royalties reach the rightful breeders.•Penalties for infringement are steep—up to 10 years—emphasizing the need for awareness and compliance.•Trademarks and plant breeders’ rights are distinct forms of protection—understanding both is critical for growers and marketers.Christine on LinkedIn: https://www.linkedin.com/in/christine-van-zyl-b2a17652/Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• The Science and Strategy Behind Premium Fruit Brands | Ep. 86

  In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Marco Bertolazzi, Director of Research & Development at global fresh produce brand SanLucar, for a deep and inspiring conversation about fruit innovation, global agriculture, and building a premium brand that’s reshaping how consumers experience fruit.From his humble roots in Italy and a life-changing international horticulture degree, to managing cutting-edge varietal development across multiple continents, Marco shares his unique journey into agriculture and his passion for creating more sustainable and flavorful produce. He opens up about how SanLucar works across the globe—from breeding strategies and master grower partnerships, to the ambitious branding vision of “premium across all fruits.”They also explore why SanLucar is investing in South Africa’s strawberry and kiwi potential, and how the company is aligning sustainability with commercial success.🎧 Whether you're in farming, retail, branding or just love good fruit—this is a masterclass in fresh produce innovation.Key Takeaways:•How Marco’s international education and passion for agriculture shaped his career•The inner workings of SanLucar’s global varietal strategy and grower partnerships•Why strawberries are one of the most technical and versatile crops in the world•How SanLucar plans to expand its premium fresh produce brand into retail corners globally•The role of sustainability—economic, environmental, and social—in modern fruit production•What brought SanLucar to explore South Africa’s production opportunitiesConnect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• The Waitrose Foundation: From Orchard to Opportunity | Ep.85

  In this episode, hosts Dewald Kirsten and Louise Brodie sit down with Faith Brown, General Manager of the Waitrose Foundation Southern Africa, to reflect on the Foundation’s 20-year journey of transformation, community empowerment, and sustainable development across Southern Africa’s fruit farms.Faith shares her personal story—starting as the very first person appointed to the Waitrose Foundation’s South African office in 2006, taking a break to raise her family, and returning to lead the organization once more. Together, they explore how this pioneering supply chain initiative has grown from 6 farms to over 360, with a mission to invest directly in the people who grow and pack the produce that ends up on UK shelves.From early childhood education centres and youth development programs to water security, healthcare access, and bursaries, the Waitrose Foundation has created grassroots change in farm communities. Faith opens up about the structure of the Foundation, its governance, how funds are allocated, and the real-life stories of individuals who’ve flourished thanks to these investments—including a bursary recipient now pursuing a PhD in climate resilience.This episode provides an inspiring, behind-the-scenes look at what makes the Waitrose Foundation unique in the global retail landscape—and why it matters now more than ever.Key Takeaways:•The Waitrose Foundation is a UK retail-led initiative supporting farming communities across Southern Africa.•Faith Brown was the Foundation’s first appointment in South Africa and now leads it as General Manager.•Over 20 years, the Foundation has expanded to over 360 farms and returns around £1 million annually to support community-driven projects.•Projects include early childhood centres, youth skills development, health clinics, water security, internet access, bursaries, and more.•Governance includes growers, importers, exporters, and Waitrose representatives, ensuring transparency and accountability.•Empowerment is central: farm workers help decide how funds are used, creating ownership and long-term impact.•The Foundation operates in South Africa, Zimbabwe, Zambia, and Namibia, with similar models now replicated in 9 countries globally.•The initiative is distinct from Fairtrade—consumers do not pay extra; instead, supply chain stakeholders reinvest profits.Connect with Faith: https://www.linkedin.com/in/faith-brown-831b0246/?originalSubdomain=zaMore about The Waitrose Foundation: https://www.waitrosefoundation.org.za/Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• The Royalty Revolution – How Citrus Cultivars Are Reshaping Farming Futures | Ep. 84

  In this episode, hosts Dewald Kirsten and Louise Brodie speak with Jon Roberts, General Manager of the Citrus Growers Association Cultivar Company (CGACC), about the fascinating evolution of cultivar management in the South African citrus industry and what it means for growers, marketers, and consumers.From royalty systems and open-source varieties to pink oranges and low-lemonin navels fit for juicing, Jon shares rare insight into the future of cultivar strategy—and how CGACC’s work is making citrus production more competitive and sustainable.We also explore the juice price boom, the genetic breakthroughs that could redefine what fruit goes into your glass, and the health science behind red-fleshed citrus. It's an essential listen for anyone tracking the commercial direction of citrus.Key Takeaways:•South Africa’s cultivar landscape has shifted from free, open varieties to protected, royalty-based systems.•Pink oranges (like red Lina and Molar Red) are not only visually appealing—they’re nutrient-dense and ripe for consumer and juice market potential.•Valencia oranges are preferred for juicing due to low limonin levels; new discoveries may expand this to certain navels.•Open varieties like Eureka lemons and Washington navels still play a critical role in the industry.•CGACC now manages over 60 cultivars and is helping commercialize elite citrus types with a transparent, grower-beneficial approach.Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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• “We’re Making Grapefruit Sexy Again” – Inside the Summer Star Ruby Rebrand | Ep. 83

  In this episode, hosts Dewald Kirsten and Louise Brodie speak with Nicci Stewart, Specialist Marketing Strategist at Stardust, about one of the most ambitious citrus marketing campaigns in recent years: repositioning South Africa’s Star Ruby grapefruit for success in European markets under the new “Summer Star Ruby” brand.Nicci shares the behind-the-scenes strategy that is turning a declining global grapefruit market into an exciting opportunity—starting with Germany. From developing a new identity and logo to navigating perceptions around bitterness and health risks, Nicci explains how collaborative marketing, influencer science, and category-wide branding are reshaping the future for South African grapefruit exports.She also dives into how Star Ruby is being positioned as a lifestyle fruit for summer cocktails, salads, and leisure—not just a health remedy. The discussion includes insights into marketing psychology, consumer behavior, and the challenges of aligning industry-wide strategy with growers’ expectations.Key Takeaways:•South Africa’s grapefruit growers are uniting behind a single brand: Summer Star Ruby•The campaign positions grapefruit as a vibrant, sweet, and tangy summer lifestyle product—not a bitter health food•Germany was strategically chosen as the campaign launchpad based on health awareness and market readiness•Influencer strategy focuses on micro- and nano-influencers with high engagement, not mass reach•Marketing grapefruit requires consistency, storytelling, and category-wide collaboration to shift perceptions🎧 Whether you're in citrus, branding, or just curious about the future of fruit marketing—this is a must-listen.Connect with Nicci on LinkedIn: https://www.linkedin.com/in/niccistewart/Connect with us:Website: https://lucentlands.co.za/Instagram: https://www.instagram.com/lucentlandsmedia/Facebook: https://www.facebook.com/lucentlandsmediaLinkedIn: https://www.linkedin.com/company/lucentlandsmedia/

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