As global demand for premium beef, lamb, and poultry continues to rise, South Africa finds itself poised to capitalise on lucrative international markets.

In a recent keynote address to the Association for Meat Importers & Exporters (AMIE), Director-General Mooketsa Ramasodi of the Department of Agriculture highlighted that while these buyers are willing to pay a premium, sustained export growth hinges on the country’s ability to maintain robust quality, traceability, and animal health standards.

Ramasodi emphasised that without rigorous compliance to international benchmarks such as HACCP and ISO certifications, South Africa’s reputation and export potential could be undermined, as some local facilities have yet to meet these essential requirements.

 

 

Biosecurity as a Shared Responsibility

Ramasodi emphasised that strengthening animal health systems is the sector’s first responsibility.

Disease management must shift from being reactive to responsive, supported by modern surveillance and a fully implemented livestock identification and traceability system.

Quoting the Minister of Agriculture, Ramasodi reminded delegates: “Biosecurity is everybody’s responsibility.” He drew parallels with Australia, where biosecurity is seen not as an administrative burden but as “our passport to global markets and the foundation of food security at home.”

 

Imports and Exports: Striking the Balance

While much of the public debate often frames imports as a threat to local producers, Ramasodi highlighted their strategic role in ensuring affordability and stability for low-income households.

Imports fill structural gaps in supply chains, particularly in poultry, where certain products like mechanically deboned meat are not produced locally at scale.

He explained that imports also support the carcass balance trade system, allowing South Africa to import lower-value cuts while exporting premium ones. This balance benefits both consumers and producers.

At the same time, Ramasodi stressed that export-led growth is essential. The Red Meat Industry Strategy 2030 envisions unlocking an additional $12 billion annually through exports, integrating communal and emerging farmers into value chains, and expanding processing opportunities.

“We cannot solely rely on local demand,” he said, pointing to declining domestic consumption since 2019 due to affordability pressures.

 

Compliance and Competitiveness

Ramasodi acknowledged challenges faced by importers and exporters alike, particularly around compliance with international standards.

Facilities that fail to meet HACCP or EU requirements risk exclusion from lucrative markets. He urged industry players to engage with regulators and experts to resolve outstanding compliance issues, warning: “We cannot deal with this in perpetuity. We need to show maturity as a sector.”

 

Partnerships as the Foundation of Growth

True sustainability, Ramasodi argued, requires viability, profitability, and feasibility—all of which depend on partnerships. The Department of Agriculture’s strategic plan places “partnerships for growth” as its first priority.

Government’s role, he explained, is to provide a predictable regulatory system, efficient sanitary and phytosanitary (SPS) frameworks, and trade negotiations that open doors for exporters. Industry, meanwhile, must commit to compliance, capacity-building, and collaboration across the value chain, from producers to processors and traders.

“The future of the South African meat sector depends on whether we can collectively shift to proactive strategy from crisis response to long-term planning, from a fragmented way of doing things to integrated partnerships,” Ramasodi urged.

 

Culture Eats Strategy

Closing his address, Ramasodi reminded the audience of a lesson from his strategy professor: “Culture eats strategy for breakfast, lunch, and supper, all day, every day.”

He called for a quantum leap in how the sector approaches collaboration and compliance, stressing that without a cultural shift, even the best strategies will falter.

 

Call to Collective Action

Ramasodi’s keynote underscored that South Africa’s food security and competitiveness in global markets hinge on collaboration.

Imports and exports must be balanced, compliance must be strengthened, and partnerships must be deepened across government, industry, and communities.

The message is clear: food security is not the responsibility of one stakeholder but of all. Only through a unified, proactive approach can South Africa build a sustainable, inclusive, and globally competitive meat trade ecosystem.