Lucentlands Podcast | Harvesting Agriculture Knowledge

• Trade, Trust, and the EU’s Green Agenda | Ep. 80

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie sit down with José Antonio García Fernández, CEO of AILIMPO in Spain and co-founder of the World Citrus Organization (WCO), to explore how global collaboration is changing the future of citrus.José discusses how WCO was born from a long-standing partnership with South Africa's Citrus Growers' Association and why building a unified, global citrus community was necessary in a fragmented, often competitive industry. He unpacks how the WCO has united citrus-producing nations—including Spain, South Africa, Egypt, Argentina, Turkey, USA, and more—under one roof to share knowledge, manage global market access issues, and build trust through open dialogue.He also provides a first-hand look at citrus sector challenges in Europe, the impact of the Green Deal, and why Spain continues to lead in exports. Looking ahead, he reveals the WCO’s ambition to launch global citrus marketing campaigns—taking a page from the success of the avocado industry.Key Takeaways:•WCO now represents virtually every citrus-producing country in the world•Trust, transparency, and dialogue are core to solving global issues in citrus trade•European citrus faces rising labor costs and policy restrictions under the Green Deal•Spain dominates EU citrus exports thanks to proximity and rapid delivery logistics•A key goal for WCO is to fund and run international campaigns to grow citrus consumption•Citrus growers worldwide face similar challenges—and benefit from shared solutionsConnect 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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• South Africa’s Most Underrated BILLION-RAND Crop | Ep. 79

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie speak with Rob Meihuizen, CEO of TopFruit, and Nick Steyn, Business Manager at KiwiKo, about the massive momentum behind the global kiwifruit industry—and why South Africa is poised to play a leading role.KiwiKo, a global joint venture between TopFruit and key partners from New Zealand and China, is pioneering the next generation of kiwifruit varieties: red, gold, sweet green, and traditional green. But this isn’t just about better fruit—it’s about brand-building, early-season supply, and giving growers access to protected genetics suited for hot climates and long shelf life.Rob and Nick break down how they’re reshaping the perception of kiwifruit, the science behind the breeding, the opportunity for pollen production in PSA-free South Africa, and why timing is everything when entering a global market hungry for premium alternatives.Key Takeaways:•South Africa’s climate, logistics, and PSA-free status give it a global advantage in kiwifruit•KiwiKo is developing a global brand to unify quality and boost visibility in retail•The kiwifruit category has exploded with consumer demand for sweet, colorful varieties•Early South African harvest timing allows fruit to hit shelves before traditional suppliers•The industry has untapped potential with less than 1,000 ha planted—but room for thousands more•New growers, including non-traditional farmers, are exploring kiwifruit for its scalability and ROIConnect 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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• How Brazil Feeds a Billion People & What South Africa Can Learn | Ep. 78

  In this episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie sit down with Marcos Fava Neves, one of the world’s leading experts in strategic agribusiness planning. As a professor at the University of São Paulo and founder of Harven Agribusiness School, Marcos shares how Brazil became a global food powerhouse—and what South Africa and other nations can learn from its success.From soybean expansion to citrus innovation, and from rural revitalization to climate-smart biofuels, Marcos lays out a blueprint for how to feed a growing global population without destroying the planet. He dives into Brazil’s transformation into the leading supplier of orange juice, soybeans, sugar, beef, and coffee—while also debunking myths about deforestation and sustainability.This wide-ranging conversation explores policy, innovation, trade, social impact, and communication—plus, Marcos shares his 10-point competitive strategy for farmers in an unpredictable global economy.Key Takeaways:•Brazil feeds over 1 billion people globally and leads the world in several key agricultural exports•Brazil’s growth is largely from reclaimed pasture—not forest destruction—due to strict environmental laws•Strategic communication is key: Brazil’s agribusiness suffers from a global PR problem, not a product problem•Biofuels and circular agriculture are not threats to food—they’re powerful complements to it•South Africa has massive potential to expand citrus and bio-based industries through technology, labor, and logistics investment•Farmers must think like CEOs: manage finances, costs, innovation, people, and politicsConnect 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 HARD TRUTH About Race and Farming in South Africa (It’s NOT What You Think)

  In this inspiring episode of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie sit down with Bahle Kweba and Siphokuhle Nohamba, two young professionals helping shape the future of agriculture through their work at Sundays River Citrus Company (SRCC).Bahle and Siphokuhle share their personal journeys from the Eastern Cape to becoming trusted advisors to some of the country's largest citrus growers. With roots in family farms and a deep respect for legacy, they speak candidly about their experiences in a still-transforming industry—where success is driven not by background, but by hard work, relationships, and adding value.From discussing mentorship and transformation, to breaking stereotypes and addressing misconceptions in agriculture, this episode offers a powerful glimpse into the real South African farming landscape today.Key Topics Covered:•Their personal journeys into the citrus industry•The role of SRCC and transformation projects like Ikamva Lethu•Challenges and rewards of advising both black and white commercial farmers•Cultural dynamics, mutual respect, and breaking industry stereotypes•Building trust and adding value in the agri-business value chain•The importance of exposing youth to agriculture as a viable and rewarding careerKey Takeaways:•Agriculture is not just about tractors and fields—it’s a thriving business full of opportunity•Transformation is happening on the ground, led by driven individuals—not political slogans•True inclusion comes from knowledge, skill, and consistent relationship-building•Respect, communication, and performance are more powerful than background or race•There’s enormous potential for youth in agriculture—if they are willing to learn and put in the workConnect 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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• Citrus Power Shift—What South Africa’s Trade Fight with the EU Means for the World | Ep. 76

  In Episode 76 of the Lucentlands Podcast, hosts Dewald Kirsten and Louise Brodie welcome Justin Chadwick, outgoing CEO of the Citrus Growers' Association (CGA), and Dr. Boitshoko Ntshabele, incoming CEO of CGA.This episode provides insight into the leadership transition at CGA, the ongoing global trade challenges facing the citrus industry, and what lies ahead for citrus growers in South Africa. With logistics delays, market access disputes, and the WTO case against the EU, the citrus sector is facing a defining moment. Justin and Dr. Boitshoko discuss strategies to navigate these challenges, expand exports, and sustain growth under Vision 260.Key Topics Covered:•Leadership transition at CGA and what it means for the industry•South Africa’s WTO trade dispute with the EU and its impact on citrus exports•The growing challenges of logistics bottlenecks and port inefficiencies•Market expansion into the United States, India, and Vietnam•Vision 260 and the plan to increase citrus production and exportsKey Takeaways:•The citrus industry is experiencing record growth, but logistics and infrastructure must improve•Trade agreements and market access negotiations will determine future export success•The WTO case against the EU is South Africa’s first trade dispute at this level and could set a global precedent•Private sector involvement in port operations is essential for efficient citrus exportsThis episode is essential listening for those in agriculture, exports, and international trade, offering expert insights into one of South Africa’s most significant industries.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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