By: Kandjengo kaMkwaanyoka
I always go to AMTA when my masbanger are finished and sometimes to take advantage of their monthly combos, which include various fresh produce.
Everything I buy there, I ask if it is harvested in Namibia, which is a deliberate question to assess how much they are sourcing from local producers.
Then I realise that access to the market is not always accessing shelf space in the dominant retailers.
Yes, the dominant retailers have a significant distribution footprint across the country, and they have been quite picky about the local products they stock.
However, as I stock up my food items in AMTA stores, I have realised that we have been crying to access other people’s shop shelves to distribute our products instead of just creating our own distribution channels.
There are more than 15 products shelved at AMTA Windhoek apart from the fresh produce, from cooking oil and herbs to maize flour, juice, etc.
This includes refined products that are not being stocked anywhere by traditional big retailers.
Thus, the issue of the market is a non-issue if we decide to create our own distributional channels. More importantly, if we deliberately decide to buy local produce through such channels.
The vendors, informal traders, have been playing a key role in distributing local produce. However, it is a pity that they are mostly treated harshly and pushed far from foot traffic.
On my frequent visit to Windhoek AMTA Hub, I meet vendors who are buying in bulk to further redistribute.
This highlights that local produce can reach a wider market if we can strengthen the current distribution mechanisms that involve AMTA, vendors, small local retailers, tuck shops, and others.
The traditional route of fighting for access to the big retailer shelves is not working, given the cost of complying with their very cumbersome processes, third parties, and others.
Even the existing retailer charter policy is a voluntary document, and quite outdated, meaning local producers are on their own.
Etunda is harvesting potatoes at a large scale, but there are no formal offtakers from the big retailer space nor government entities either. That means the small to medium producers have to find ways to sell/distribute their potatoes on their own.
Let us strengthen the existing wholesale market, such as AMTA, to offer offtake to our farmers and food processors out there.
The vendors and other small retailers in settlements and villages can procure in bulk for further distribution.
There won’t be much need for fighting for shelf space if we strengthen the distribution infrastructure.
Many Namibians can change their preferences if the local products are conveniently accessible.
Chasing the vendors to the periphery of the CBD is one of the most backward approaches and is done by those who perhaps do not understand the value of the informal traders in distributing local products.
Positioning informal traders and giving them appropriate spaces in strategic places where there is foot traffic will be key in ensuring that local farmers have offtakers and those products find their way to the populace.
We need to stop clinging onto models that are exclusive and not beneficial to the masses, crying for shelf space when you can actually create your own distribution channels or strengthen the existing ones, is just exhausting.
Strengthening the distribution channel for fresh produce through AMTA and other local distributors and the informal sector is strategic – it will not only ensure commercial success for the farmers, but also employment across the supply and value chain.
Local products can access the public more smoothly if we strengthen the local-grown distributing channels that deliberately stock and distribute locally-made products.
Thus, the position is that there is no access issue if we decide to give and support those who are stocking and selling these locally-made products.
Yes, it will take a bit of time to educate and change the narrative about locally-made or grown products, but if we distribute them well and place them strategically, the bad culture will change.
Kandjengo kaMkwaanyoka hails from Okwalondo, and he recently discovered the concept of economic building, and he intends to contribute through his writings. Reach him on gerastus16@gmail.com for comments on this piece.
