Franelyn (Lollie) Rossouw of Gro Africa Farming (Goedgedacht Farm) in Delmas, Mpumalanga, lives stewardship. She says that the conservation of land, people and animals is very close to their hearts and because they have so much respect for their parents who have entrusted the businesses to them, it remains their privilege to take care of their legacy. Franelyn and her team’s work ethic shows that hard work, dedication and team work always pay off. She is, therefore, a worthy winner of the 2024 Bayer Boervrou van die Jaar competition in the category: Vroue wat boer (Women who farm).
Franelyn farms with potatoes, maize, soya, peas and sweetcorn under irrigation as well as soya and maize on dry land. Gro Africa has entered into long-term contracts with several companies and private markets including the supply of frozen products. A closer look at this very successful farming operation shows that their success can be contributed to conscientious team work with attention to detail. Nothing is left to chance and they never lose sight of the bigger picture.
We spoke to Franelyn about her childhood, her decision to farm, what it is that inspires her and the challenges she faces on a daily basis.
Who is Franelyn?
She was five when they moved to a farm in Delmas from Benoni! My dad farmed with maize and soya, had a Brahman stud as well as horses. My childhood in Delmas was delightful and carefree and we enjoyed so much freedom – all of this outdoors. I loved gymnastics and was awarded national colours, but unfortunately in those years we were not allowed to compete at international level. I met my husband and best friend, Francois Daniel Hoffman, at the end of my matric year. Although ready to get married at the drop of a hat, he insisted that I completed my studies first. In any case, in those days our respective parents (who knew each other well from the Brahman breeders’ society) would never allow us to get married without our “papers”! We were eventually married in 1994.
We were married for 28 years and had four children. Together, we extended the farm with bank loans and were privileged to be able to pay off our debts quickly. Agriculture, construction (a family-owned business) and community involvement were part of our every-day lives before Francois succumbed to his depression and committed suicide on 1 September 2021. After three years, we have now accepted his choice and believe that it was God’s way to set him free. Our two eldest daughters are both married and involved in the businesses. Our son studies ariculture at Stellenbosch University and will eventually join the farm and our youngest daughter is studying towards a degree in sonography. The joy in our lives is our grandson.
Why the decision to farm?
Although I grew up on the farm Moabsvelden in Delmas, Francois and I developed our own irrigation farm, farmed with broilers and erected a tunnel project where I grew roses for the export market. This project was discontinued after the pandemic when we decided to focus on vegetables.
I always helped out in the office while fulfilling my role as mother. However, I never thought that I would eventually be the farmer. After Francois’ death, I simply had to take over as I had children at school and university and a business to run. Also, eight months prior to Francois’ death, my dad passed away. The decision to farm was thus taken for me – I had no choice. However, in the end it was my salvation, because I simply couldn’t give up.
I am happy to say that I have remarried. Gerhard (Rossouw) helped me through a very difficult and traumatic time and I believe that he was a God-given gift.
Tell us about your biggest challenges.
It is not easy to be a farmer. I always say a farmer is a miracle worker and honestly deserves our respect. My list of challenges is long, especially regarding the risks and external factors impacting the profitability of the farm. However, being forced to continue with the farming operation at a level I wasn’t used to, was and still is a huge learning curve. After Francois’ death we had to reacquaint ourselves with the farm and we are still learning every day.
Describe a typical day on the farm.
Not one day is the same. As director and owner I am responsible for coordinating the management teams and staff and I have the final say about purchases, finances and marketing. To this end, I run a tight ship and keep my finger on the pulse to ensure that we stay within our budget constraints. I regularly liaise with out suppliers as I see them as part of the farming team. We are contract growers for a variety of companies such as Natures Garden, private markets, as well as Festive – therefore relationships are important. Day to day decisions are taken by both Gerhard and I and being a farmer as well, he assists me in cultivar choices, the markering of our grains and operational and mechanical decision making. Monthly meetings as a team are important if the workload and season allow for it of course.
Who or what inspires you?
My late parents, brother and first husband were a huge inspiration regarding business, relationships and integrity. Gerhard is also such an inspiration to me through his encouragement and motivation. And of course my children – what a privilege! Then there is nature. Whether it is early in the morning or at sunset ... to me it is all a work of art from God which inspires me to face every day and improve on the previous day.
What makes a successful farmer?
I can name a few. Firstly, to always have the Lord as your partner and to never stop what you are doing, as you cannot recover lost time or opportunities. Also, never lose hope. Stay positive, and try and see the best in others. Lastly, see problems as opportunities. All of this will contribute to your success.
Do you have advice for other women that want to farm?
My advice: Put your trust in the Lord, listen to experts and fellow farmers, be eager to learn, trust your female intuition and remember, team work is always important if you want to succeed in life. And ... don’t underestimate your femininity. Be courageous and embrace new opportunities. Believe in yourself!
You are extremely busy – how do you keep the ship afloat?
With the Lord’s mercy and support. To be happily married and have a team mate who encourages me, is also important. And, because I have the privilege to have my children close to me and be part of their lives, I am truly complete as a mother.
Looking back on the past three years and my personal growth, energises me and gives me the strength to cope with challenges. To plan and prioritise are key and I have realised that I shouldn’t sweat the small stuff and only focus on what’s important.
How do you relax?
I love reading, art and music and spending time with my loved ones. Regular exercise keep my body and mind healthy. And it is always lovely to spend time with good friends.
What makes you happy?
When my family is happy, I am happy and fulfilled. If everything goes to plan on the farm and the workers and operations function optimally and there is no stagnation, when I observe and experience positive growth, if we can inprove and make better plans for the future, then I am happy. And lastly, to make a difference in the lives of others.
What difference do you make being a farmer?
We employ people from the community and, therefore, contribute to food security. Being a woman I have a different outlook and this helps me to choose my staff with deliberation. Our Ek dink as vrou kyk ek ook anders na my omgewing, maar omdat spanwerk vir my so belangrik is, kies ek my personeel met oorleg. Our motto is: Excellence for our Creator, man and nature.
What do you enjoy most on the farm?
Harvest time! Nothing gives me more pleasure than to see our hard work and planning come to fruition. Seeing that harvest collected is the most wonderful feeling of gratitude to be able to live so close to nature.
A last word …
Never hesitate to ask for advice from fellow farmers and be open to growth and participation. Listen to your Bayer sales representative about cultivars and chemicals. And remember: You’re never to old to learn. Therefore, be adaptable, think innovatively and make a plan.