THE RESPONSIBILITIES OF A MARKET AGENT

Because a Market Agent acts on behalf of the farmer, this places a heavy responsibility on his shoulders. It is also the basis for the Laws governing Market Agents. It is common practice in business that when one person is required to act on behalf of another person (client or Principal) in a fiduciary capacity then there is legislation in place to protect the client. Examples include attorneys, accountants, banks and estate agents. Market Agents are no different.

A Market Agent makes decisions daily which affect the lives and businesses of other people – the farmers. This is not something to be taken lightly and requires people who are:

• Professional in all their dealings;
• Have complete integrity;
• Are reliable at all times;
• Are totally honest with the farmer and
• Provide a top level service.

These responsibilities are embodied in one form or another in the following:

• Agricultural Produce Agents Act. Act 12 of 1992 (amended 2003)
• The Rules in Respect of Fresh Produce Agents. R1818 of 1993 (amended 2004)
• Market By-Laws
• The Constitution of the Institute of Market Agents of S A

WHAT MAKES A GOOD MARKET AGENT – AS SEEN BY A PRODUCER

The relationship between Market Agent and farmer is often complex and sometimes difficult. It requires both parties to make an effort, be patient with each other and communicate constantly.
In an informal survey I conducted amongst farmers over a few years ago they gave me a list of the most important qualities a farmer seeks in a Market Agent. I also drew on my own experience of 15 years as a farmer supplying markets around the country and working closely with Market Agents.

This list does not have any order of importance but here are the main qualities a farmer wants in his/her Market Agent:

• A person of integrity – honest and reliable.
• Has the ability to sell
• Treats the farmer’s produce with respect
• Able to evaluate the product in money terms; in other words, put a fair value on the product given the quality and market conditions at that time.
• Able to assess the product in terms of appearance, colour, packing, grading, packaging, variety and market conditions.
• “Read” the market in terms of supply and demand.
• Have the integrity to deal with both producer and buyer in an open, friendly, honest and professional manner.
• Support the farmer through accurate stock control, innovative sales techniques, attractive displays and any other sales-generating methods.
• Be up to date with market conditions in general and more specifically for the product/s he/she is handling.
• Keep the producer informed of market prices and conditions on a regular basis – even daily if necessary. In other words, be a good communicator.
• Act as the producer’s ‘Sales Manager’ on that market which implies offering a professional sales and marketing support service.
• Always give the farmer an honest assessment of his/her products and not be afraid to offer constructive criticism. This is where a good trust relationship is so important.
• Actively canvas and visit buyers so as to build a sound client base and to promote the products on offer.
• Have the backing of a reputable Market Agency
• Be a positive type of person who can overcome the difficult times when they happen on a market.
• Because of this unique position of trust which a Market Agent holds between a farmer and himself and between a buyer and himself his business dealings with both should be impeccable at all times.
• Finally, a Market Agent can never be “really perfect” if he/she is not prepared to get up very early six mornings of the week!

There might be other requirements that could be added to this list but any Market Agent who diligently follows these points will enjoy loyal farmer support and be recognised by all in the fresh produce business, as ‘one of the best’!