Exploring the development of communication strategies for Indigeneous Knowledge -based agricultural produce in Tshidzivhe Village, in Thulamela Municipality of Limpopo Province, in South Africa

Abstract

Indigenous knowledge surrounding agricultural produce is an essential part of the lives of the rural people. Their livelihood depends on their capacity to produce agricultural and other produce for consumption and sale, to ensure sustainable livelihoods. In South Africa, examples of common produce visible in rural areas are - millet, sorghum, maize, nuts, beans, cowpeas, dried vegetables, sweet potatoes, melons - as well as other produce which may revolve around herbs obtained from indigenous trees. Communities relying on indigenous knowledge have always known how to maintain a sustainable livelihood through crop production and other activities, however, information about these is communicated through channels that can no longer be sufficient nor relevant in the modern society. Existing traditional-cultural communication strategies, mainly word-of-mouth, are largely village-bound, thus, cannot reach larger markets. This study, therefore, aims to explore the possibility of the development of alternative communication strategies for marketing indigenous produce in Tshidzivhe village, using a participatory methodology. Data was generated using the qualitative research approach and collected through, focus-group discussions, storytelling and workshops. The key findings of the study are that, agricultural produce from Tshidzivhe village that naturally grow or are cultivated, include - maize, finger-millet, beans, indigenous vegetables, such as Tshibavhe (Momordica charantia) and Black jack (Mushidzhi). The villagers who are also Indigenous Knowledge Holders (IKHs) attest that produce take time before they are sold. This, they believe, is due to limited access to modern communication and marketing technologies, difficulties in accessing the village due to poor road infrastructure, villagers’ minimal digital literacy and channels, as well as, no access to the internet. In this environment, the communication strategies recommended entail - effective use of community radios, local newspapers and bulletin; establishment of marketing boards; cooperative marketing and appropriate attractive packaging, as well as, innovative branding. Participants also acknowledged the urgency of sustained deliberate partnerships and nurturing of the IKS produce ecosystem.