Johannesburg will become the centre of global agricultural dialogue when it hosts the World Union of Wholesale Markets (WUWM) Conference from May 14 to 16, 2025, at the Sandton Convention Centre.
Organised by Joburg Market, the largest fresh produce market in Africa, the three-day event will gather international delegates from more than 200 countries. It will explore Africa’s expanding role in the global fresh produce industry, as well as pressing issues like food security, climate change, and modernising agricultural markets.
Under the theme “The African Edition: Shaping the Future of Fresh Produce through Sustainability, Innovation and Inclusivity,” the conference will attract industry leaders, policymakers, and innovators. Core topics include value chain development, export capacity, and the adoption of digital and cold-chain technologies. 
Joburg Market, which generated R11.3 billion in sales and handled 1.4 million tons of produce in the 2023/24 financial year, is spearheading this effort. As the market with a 46% share of South Africa’s national produce distribution, it processes 600,000 transactions monthly and serves 14,000 daily buyers from a pool of over 100,000 registered clients.
CEO Sello Makhubela said Johannesburg’s central role in the country’s agricultural economy made it a fitting host. “We’re bringing the world to Africa, and we want to learn from the world to advance as Africa,” he said, noting the continent’s unmatched agricultural potential, including 60% of the planet’s uncultivated arable land.
Founded in 1958 and based in The Hague, the Netherlands, WUWM connects over 150 wholesale and 30 retail markets across the globe, with a mission to promote sustainable food systems.
Conference sessions will examine logistics, smart market infrastructure, digital trading platforms, and lessons from established markets in France and Spain. The event also comes at a time when public markets are losing ground to private retailers due to underinvestment in infrastructure.
To counter this, Joburg Market is seeking R3.2 billion in public-private partnerships to expand by 45,000 square metres, upgrade cold storage systems, and diversify into agri-business services. Part of its “Smart Fresh Produce Market Strategy” includes adopting clean energy, improving waste management, and boosting digital integration for smoother transactions.
Plans to introduce cashless payments, e-trading platforms, and new agro-processing facilities are also underway. These are expected to drive job creation, improve food access, and raise efficiency. Makhubela said there was an urgent need to bring more small-scale farmers into the market to balance rising demand with supply.
“We need more farmers to increase accessibility and lower prices,” he said, pointing to the burden high food costs place on low-income households.
The conference will also address trade challenges arising from geopolitical tensions, such as export restrictions to the US. Makhubela called on African governments to resolve trade barriers and capitalise on existing resources to boost agricultural exports.
Outcomes from the event are expected to feed into G20 food security discussions later this year. South Africa’s government is backing intra-African trade and Joburg Market is aligning its strategy to support this, although countries like Botswana still restrict some imports.
Joburg Market currently works with 16 agents, six of whom are Black Economic Empowerment-compliant, as part of its push for inclusivity in the sector.
While the market’s ambitions remain high, securing the required investment is proving a challenge. “This is a ripe opportunity for investment with good returns,” Makhubela said.
Sessions will also delve into environmental risks, market competition, and the urgent need to develop skills and integrated systems for future resilience.
Agricultural economist Thandiwe Nkosi from the University of Pretoria said Africa’s potential is immense, but warned that infrastructure and technology gaps must be filled if the continent is to compete on a global scale.
As the city readies to welcome global delegates, the hope is that Johannesburg becomes the launchpad for Africa’s agricultural resurgence. Makhubela said the conference must deliver more than talk. “We want practical outcomes,” he said. “This is about building partnerships, sharing knowledge, and driving innovation to ensure Africa’s fresh produce markets thrive.”
