RSA Group

The Profreshionals®

Our Group

Executive summary

How does a family business become the leading agency, in the fresh produce industry in South Africa? There is only one way - the RSA way!

The RSA Group has successfully doubled its turnover of the business every 5 years since 2006

The RSA way is the single-minded focus on delivering a ‘profreshional’ sales service to the producers of fresh fruit and vegetables and fulfilling their buyers’ needs with the same fervour.

We’ve built our business on the foundation of this unique relationship, true to our Vision and Mission and our unwavering Values. As Benjamin Disraeli said, “The secret of success is consistency of purpose.”

With the development of multiple marketing channels post 1994, producers could suddenly take their destiny into their own hands. The challenges faced by all who traded in this new free-world, were many and, often costly. It is only during the past 10 years the industry has settled into some rhythm. We have concentrated on our core business, the Fresh Produce Markets, and focused our attention towards attracting the top producer brands to our floors with our unique service offering.

The RSA Group has successfully doubled its turnover every five years since 2006 and is set to continue this trend over the next five years.

What enables us to achieve and continue in this position?

  • We believe in the Fresh Produce Market, the Agent Model and we uphold the ad valorem commission system and our fiduciary relationship with producers.
  • We are supported by all the leading producers over the full spectrum of fresh fruit and vegetables. We are supported by all the leading producers over the full spectrum of fresh fruit and vegetables. Our dedication to the purity of price discovery through free market principles is unquestionable.
  • Our dedication to the purity of price discovery through free market principles is unquestionable.
  • Horizontal integration in different marketing channels.
  • Mutually synergistic relationships that accentuate the interaction between producers, salespeople and agencies.

This successful formula of the RSA Group can add value to other market agents on other markets. RSA has grown from a single agency on the Johannesburg market to a company that owns market agencies on all major markets (Bloemfontein, Cape Town, Durban, Joburg and Pretoria) and a regional market at Mooketsi.

"The secret of success is consistency of purpose."

~ Benjamin Disraeli

Our focus on delivering the same brand of service, yet adapted to suit the retail channel, with Federated Farmers, is proving very successful.

Our producer support base encourages us to look at other national and regional marketing channels where we can add value to their marketing strategies through state-of-the-art information technology. By linking these markets electronically, RSA is in the unique position to supply real-time sales and accounting information on produce sold and to effect instant electronic payments. Over the last 5 years, RSA has invested more than R2million into computer hardware and software and implemented an extensive Business Intelligence strategy. This intensive use of information puts RSA in a position to deliver high levels of transparency to growers. Information technology allows RSA management and traders to monitor, measure and analyse sales performances.

Our track record and growth over our 30-year history gives us the courage to persist in the knowledge that we are doing the right things at the right time. Asked what the secret of his success was, a famous hockey player once replied, “I do not focus on where the ball is but where it is going to be.”

Fresh produce marketers are moving into an era of greater collaboration between industry stakeholders. We believe this must be vigorously pursued and RSA is playing a leading role in establishing a sustainable framework thus building trust and confidence for all in the industry. Market agents, now in partnership with other role players, can participate in the decision-making process to keep markets relevant within this ever-changing trading environment.

The RSA Group is without doubt a service provider.

The RSA Group is without doubt a service provider. It does not grow, pack or market fresh produce. It markets a ‘profreshional’ sales service to those who market fresh produce. We believe producers will be attracted to see the RSA Group implementing this concept in the fresh produce industry in South Africa for many years to come.

Jaco Oosthuizen

Group Managing Director 2016/2017