New Capespan director marks a milestone

RAY SMUTS AGRICULTURE requires government to play a greater role in facilitating the entry of black farmers onto the land given government’s target of 30% black farmers by 2014, says Jean Davidson, the first black to be appointed a director on the board of Capespan Group Holdings. Davidson, also chairperson of the Capespan Foundation, asserts that 12 years of democracy notwithstanding, the South African fruit industry has not seen a meaningful increase in the number of black farmers. Not only is she emphatic about producers supporting each other but she believes that white farmers need to provide the necessary mentoring to their black counterparts to ensure consistent quality through the industry, something in everyone’s interest. Turning to markets abroad, Davidson cautions against black farmers assuming their products will receive special treatment. “Buyers in other countries couldn’t care less about fruit or produce from a previously disadvantaged person. That is why close co-operation with the relevant agricultural researchers is essential in ensuring world-class quality.” Turning to marketing, Davidson believes there is too much fragmentation in South Africa. “We should promote our products as a unit. That is how the world gauges us. If one or two exporters ship below par produce, it affects the name of South African produce as a whole, hence my belief that marketing has to be consolidated.” Davidson matriculated in Swaziland and later graduated with a BSc from UBLS in Lesotho. From there she joined the family retailing business, worked in a laboratory for a while and then entered the hotel business with her husband, Peter. This was followed by a spell in construction, then the start of a career in farming roses after buying Caroza Farm at Tarlton, outside Johannesburg, in 1995. Apart from her Capespan obligations, the mother of two grown sons is vice-chairman of the Agricultural Research Council, also serving on various agricultural committees.