About
History
RSA Group (then RSA Market Agents) was founded by Mike Loutfie on 14 August 1984, and has grown from a single market agency on the Joburg Fresh Produce Market to a group consisting of Direct, Export, Retail and Market Agency channels.
RSA Group is led by the executive team of Chief Executive Officer (CEO) Jaco Oosthuizen, and Chief Financial Officer (CFO) Johan Koen, who guide group-level strategic decision-making and operational execution. The various business units within the group operate with a high degree of autonomy, with each business led by a managing director.
The impressive growth trajectory achieved by RSA Group over the last forty years has been powered by a mix of strong performance within existing business areas and the strategic acquisition of high performing industry players able to augment and expand the overall group offering (the right-hand graphic on this page describes this journey in detail).
Noteworthy milestones in the recent past include the 2018 acquisition by RSA Group of Freshworld (Pty) Ltd, an established export business with vast experience supplying international markets with high-quality South African fruit, and the evolution of the RSA Group Local Market Network, which incorporates 11 fresh produce markets operating in different areas of the country and offers farmers powerful sales channel reach and control over their marketing strategies.
Our Farmer-First® Philosophy delivers a secured sale at a fair market price through a transparent transaction.
Choosing to partner with RSA Group means farmers are able to grow their brands and their businesses within an extensive, multi-channel network of professional sales people and buyers, supported by the best market intelligence and administration system.
We are best practice.
Our Mission
To maintain a position of leadership within the fresh produce industry.
Our Vision
To provide a professional sales service to all marketers of fresh produce by embracing our 8 core values:
Farmer-First® impacts every aspect of our business, but at heart it’s a simple idea: we offer farmers the sales edge they need to add value to their business market marketing. It’s not only about our business model, it’s also about how we operate on the market floor and in retail and export channels.
Putting the farmer first and giving them the power of effective price discovery requires transparency and cost-consciousness. Our systems, people and processes deliver on this crucial frontline because we are entrepreneurial by nature. Farmer-First® also means staying aligned to the ever shifting winds of the global economy. RSA Group is a major southern Africa player in key industry bodies, including the Produce Agricultural Produce Agents Council and the International Fresh Produce Association (IFPA) and we are regulars at global trade shows and conferences.
Integrity
A commitment to truth, honesty and trust.
Responsibility
We are answerable for all our actions and committed to serving the needs of our principals and their customers.
Respect for the individual
The basis of all our behaviour. We will practise this principle with sincerity and faithfulness.
Quality
Our service will be of the highest standard, and we will continue to ensure that we incorporate the latest technologies into what we do.
Loyalty
To be loyal to all who support us, as well as to our values and principles.
Planning and preparation
To ensure our ability to meet our commitments each day.
Communication
Our channels of communication will always be open and honest.
Leadership
To contribute proactively to the total fresh produce marketing system.