By Thapelo Molefe
Joburg Market is set to host the World Union of Wholesale Markets (WUWM) conference from 14 to 16 May 2025 at the Sandton Convention Centre.
The conference will convene leaders from the global agricultural sector to elevate Joburg Market’s profile as South Africa’s largest fresh produce market
Dada Morero, delivering a keynote address a media launch on Wednesday at the Joburg Market, expressed his full political support for the conference and reiterated Johannesburg’s long-term commitment to harnessing wholesale markets as drivers of inclusive growth and innovation.
“Markets are not just economic centres — they are the heartbeat of our communities,” Morero told reporters at the media launch.
“Our vision is to expand and modernise these spaces, making them clean, efficient, and inclusive, particularly for women, youth, and emerging farmers. WUWM 2025 is not only a conference — it is a declaration that Johannesburg and Africa are ready to lead.”
Themed “The African Edition: Shaping the Future of Fresh Produce Markets through Sustainability, Innovation, and Inclusivity,” the 2025 WUWM conference will spotlight Joburg Market’s leadership in driving sustainability and innovation within the agricultural sector.
Key topics on the agenda include food security, sustainability, and advancements in market management.
Morero emphasised the strategic alignment between WUWM 2025 and the city’s broader development goals, including social equity, economic justice, and sustainable urban planning.
“Hosting global events is not about prestige,” said Morero.
“It’s a deliberate strategy to draw investment, boost competitiveness, and advance food system transformation that uplifts the most vulnerable. We are aligning our markets with the 21st century — with technology, environmental sustainability, and inclusive growth at the centre.”
Set to take place in May, the WUWM Conference will gather global stakeholders from over 40 countries in what is anticipated to be the largest agricultural and food market event on the African continent.
Johannesburg’s selection as host city marks a milestone in Africa’s growing role in global food trade—especially given that the continent holds over 60% of the world’s arable land, yet continues to face persistent challenges related to food security, market access, and trade equity.
According to the Member of the Mayoral Committee (MMC) for Economic Development, Nomoya Mnisi, the conference comes at a time when wholesale markets must evolve to address systemic gaps in Africa’s food systems.
“Agriculture remains the backbone of our economies, but it must be bold, resilient, and inclusive,” Mnisi said.
“Through WUWM 2025, we aim to align market development with climate-responsive infrastructure, data-driven practices, and technology that connects the farmer to the consumer. We will use this platform to ignite new models of ownership, drive SMME participation, and build African markets capable of competing globally.”
Acting CEO of Joburg Market, Sello Makhubela, described the event as a “catalyst” for reimagining Africa’s food economy and confirmed that Johannesburg is preparing not just to host—but to lead.
“WUWM 2025 gives us the chance to shift narratives about African markets being informal or secondary,” Makhubela said.
“This is our moment to showcase our innovation, our leadership, and our ability to shape global food systems. The Joburg Market will emerge from this not only as the largest produce market on the continent but as a world-class benchmark for market excellence.”
Currently generating over R11 billion in annual turnover, the Joburg Market plays a critical role in regional food distribution.
However, city officials view WUWM 2025 as a launchpad for deeper reforms—spanning job creation, expanded market access for small-scale farmers, enhanced support for SMMEs, and vital infrastructure upgrades.
The event also featured the unveiling of the official WUWM 2025 logo and theme, “Markets for Growth, Inclusion and Sustainability”, along with a symbolic affirmation of Johannesburg’s role as a gateway to innovation and opportunity in the fresh produce economy.
According to organisers, the conference programme will feature site visits, exhibitions, business matchmaking sessions, and policy dialogues covering infrastructure, digital innovation, climate resilience, and inclusive trade.
Special focus will be placed on the African Fresh Produce Pavilion, designed to connect local producers with global buyers and investors.
Chairperson of the Joburg Market Board, Mzikayise Ndlovu, closed the media launch with a call to action for all stakeholders to commit to the long-term vision.
“Africa is ready. Our markets matter. The time for bold, inclusive transformation is now,” said Ndlovu.
“This is not just an event. It is a movement that must leave a lasting legacy for generations to come.”
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