Sowing Seeds of Purpose: The Story of Elizabeth Manani Ntjanyana’s Farming Journey

In the heart of Martindale, Bloemfontein, where the land stretches wide and the sun generously kisses the soil, a woman named Elizabeth Manani Ntjanyana is growing more than just crops — she is cultivating a legacy.

Elizabeth’s journey into agriculture began not from abundance, but from a moment of hardship. In 2022, following a period of economic difficulty that forced her family to sell their property, she and her partner made a bold decision. With their savings, they purchased a small plot of land, initially with the dream of starting a piggery. However, as plans evolved and finances tightened, they shifted gears and turned to crop farming — not only as a way to survive but to build something meaningful.

“We needed to raise capital for our main idea, and crop farming became our starting point.”

What started as a means to an end quickly blossomed into a passion-driven business.

Turning Passion Into a Purposeful Business

Elizabeth had always admired farming. As she began to dig deeper, she found herself immersed in social media communities where ordinary people turned their love of farming into profitable ventures. Inspired by their stories, she too decided to formalize her farming efforts into a small business.

Today, her farm grows a rich variety of vegetables — pumpkin, spinach, mustard greens, parsley, and spring onions. But what makes her produce stand out is its authenticity.

“Our products are 100% organic. We enrich our soil with natural manure, no chemicals, no shortcuts — just honest, healthy food.”

Grassroots Marketing & the Power of the Street

Marketing on a limited budget is never easy. Elizabeth has had to rely primarily on social media and face-to-face sales in Bloemfontein's CBD, where she connects with local street vendors and customers. She also supplies small markets, day stalls at malls, and the Free State fresh produce market.

“Right now, we use basic social media tools. Paid promotions are still a goal — once we stabilize, we’ll grow our digital presence too.”

Street vending remains her most effective strategy, especially when competing with larger supermarkets.

“Supermarkets serve a different audience — people who can afford the packaging and the polish. But we cater to those who want affordability, freshness, and the kind of quality you can see and taste.”

Overcoming Challenges with Grit

As a small-scale farmer, Elizabeth faces challenges many entrepreneurs know all too well — from limited access to land to difficulties pricing competitively while remaining profitable.

“Sometimes I sell my produce at lower prices just to attract customers — but then I barely break even. It’s a delicate balance.”

Scaling is another uphill climb. Her current plot is not large enough to meet the demand of bigger markets. And although she has applied for grants and assistance, no support has come through yet.

“Everything we’ve done so far is self-funded. I’ve taught myself everything through trial and error. But I’d truly welcome training and access to equipment — a tractor, a borehole, proper irrigation — these things would change everything.”

Adaptation and Growth Through Innovation

Agriculture, by its nature, is unpredictable. In the face of harsh weather and shifting economic tides, Elizabeth has learned to adapt. She now grows some crops under netting and is exploring greenhouse production techniques to shield her plants from inconsistent rainfall and intense sun.

To stay ahead, she leans on a network of fellow farmers and agricultural groups in the Free State, where they share market trends, strategies, and tips on what’s selling and when.

“Asking vendors what they need helps me decide what to grow. I follow the market, but I also try to introduce new crops that can benefit the community.”

A Vision Rooted in Community

Elizabeth dreams big. She envisions a future where she is not just a supplier but a market owner — a hub where people from all walks of life can access affordable, organic produce.

“I want to open my own market in Free State — a space where others can come sell their produce, and we can serve the community together. I want to help other farmers grow while feeding our people.”

For Elizabeth, farming is more than a business. It’s her calling.

“What keeps me going is love. The love I’ve developed for the land, the vision I have for my children and their children. I want to build generational wealth, not just money — but knowledge, purpose, and pride in feeding a nation.”

Words of Wisdom to Aspiring Farmers

To those just starting their journey, Elizabeth offers heartfelt advice:

“Study the market. Know what people around you need. Don’t just grow what you like — grow what serves the community. But also, don’t be afraid to introduce something new. Create a need through education and branding. Farming is about more than crops — it’s about impact.”

Her journey is a testament to what’s possible when resilience meets purpose. In every row she plants, Elizabeth is not just growing food — she’s cultivating a future.