The Agricultural Produce Agents Council (APAC) plays a vital role in maintaining integrity, fairness, and professionalism in South Africa’s agricultural marketing system. Acting under the Agricultural Produce Agents Act, Act 12 of 1992 (the Act), APAC regulates market agents and ensures that farmers, buyers, and consumers can trade with confidence in a transparent and accountable environment.

Recently, the Registrar of APAC, Francois Knowles, and his team met with ProAgri  at the Johannesburg Fresh Produce Market, the largest and one of the most vibrant markets in South Africa, to share insights into APAC’s work behind the scenes.

“The Johannesburg Market is one of the most vibrant trading hubs in the country,” Knowles said. “Our role as APAC is to ensure that operations here, and at all markets we regulate, are conducted in a fair, professional, and transparent manner to the benefit of the farmers and the agricultural sector at large.”

The Johannesburg Market is filled with colourful and vibrant scenes of only the freshest, highest quality produce.

The Role of APAC in South African Markets

Across South Africa, 37 market platforms operate under the APAC regulatory framework including 16 national fresh produce markets, as well as several regional and private facilities. More than 800 fresh produce agents are registered with APAC, each bound by the standards set out in the Act.

APAC’s key mandate includes:

  • Regulating and supervising the activities of fresh produce, export, and livestock agents.
  • Promoting fair and transparent trade practices within the agricultural industry.
  • Upholding the highest levels of professionalism and ethics among agents.
  • Collaborating with industry stakeholders to promote sustainable agricultural growth.

“APAC’s work provides stability to the sector,” Knowles explained. “We ensure that market agents operate within a defined framework, protecting both farmers and consumers, and strengthening trust in the industry.”

Ensuring Fairness and Security for Farmers

A central focus of APAC’s oversight is to ensure that farmers are represented by qualified and compliant agents who safeguard their financial interests.

“One of the most critical functions of the market is price discovery,” said Knowles. “Market agents are responsible for establishing fair prices on behalf of farmers. It’s essential that farmers work only with registered and reputable agents to ensure that their produce achieves its true market value.”

APAC continuously monitors market activity to confirm that agents adhere to proper practices and that transactions are carried out transparently and ethically.

Trucks loaded and ready to leave the Johannesburg Market with the fresh produce they bought.

Maintaining Quality and Food Safety

Cold storage facilities form an integral part of market operations, preserving the freshness and quality of produce from farm to consumer. These facilities ensure the cold chain remains intact and that food safety standards are met throughout the process.

“Maintaining the cold chain contributes significantly to food security in South Africa,” Knowles emphasized. “We are proud to see markets uphold these standards, as it reflects directly on the integrity and quality of our agricultural products.”

Because market agents earn commission on sales, the success of their business depends on maintaining premium product quality — a goal aligned with APAC’s regulatory commitment to high standards.

Francois Knowles, the Registrar of APAC at the Johannesburg Fresh Produce Market.

Supporting Market Agents

While APAC’s primary responsibility is regulation, it also plays a developmental role by enhancing the professionalism and welfare of registered agents.

“We take pride in developing and maintaining the careers of the agents we regulate,” said Knowles. “Our aim is to ensure that South Africa’s agents are well-trained, ethical, and among the best in the world.”

This dual approach, both disciplinary and developmental, ensures that agents can thrive within a framework that promotes accountability and excellence.

The APAC team.

Monitoring Market Integrity

APAC conducts regular market audits and stock verifications to ensure that produce delivered by farmers is properly accounted for by market agents. These audits are conducted by APAC-appointed auditors who visit markets nationwide.

“Behind the scenes, we verify that stock records match the quantities delivered,” Knowles explained. “This ensures the integrity of every transaction and protects the interests of farmers.”

When discrepancies or irregularities are discovered, APAC investigates the matter and, where necessary, initiates disciplinary action to uphold the standards of the Act.

“Although disciplinary processes are a last resort, we must enforce compliance rigorously to protect the industry and maintain trust in the system,” Knowles added.

Fraud and theft, when identified, are dealt with decisively to ensure the ongoing integrity of the agricultural value chain.

The Commission Sales System

Fresh produce market operates on a commission sales system at markets, giving farmers the freedom to sell through their preferred marketing channel, fresh produce agency and agent. This system encourages fair competition and facilitates accurate price formulation, through supply and demand.

“We believe the markets are the true price formulators,” said Knowles. “This is where prices are discovered and where real business happens. It’s a cornerstone of South Africa’s agricultural economy.”

Looking Ahead: The Future of Regulation

On 13 January 2025, the Competition Commission released a report examining potential barriers and distortions within the fresh produce value chain. APAC has welcomed the findings and committed to engaging constructively with the Commission’s recommendations.

“The report aligns closely with APAC’s mandate,” Knowles said. “We will review the recommendations in detail and respond before January 2026. We view this process as an opportunity to strengthen transparency, competition, and efficiency in our markets.”

A Commitment to the Agricultural Community

At the heart of APAC’s work lies a deep respect for the people who keep the industry moving — farmers, agents, and consumers alike.

“We honour our farmers, our agents, and our markets,” Knowles concluded. “This is a beautiful and vital industry, and it is our shared responsibility to protect and nurture it.”

For more information about APAC’s mandate, regulatory framework, and the role it plays in South Africa’s agricultural markets, visit www.apacweb.org.za.