Farming is fashion, and here is a place to witness the value chain of it
From July 3rd to July 5th, 2025, the place to be in South Africa is the Karoo Winter Wool Festival in Middelburg in the Karoo region of the Eastern Cape. This is one of the few areas where one can truly appreciate the entire value chain of the sheep industry.
Exhibitions of sheep shearing, spinning, weaving, dyeing, felting, and all other fibre crafts of the clothing industry typically mark the hub of activities during this festival.
Fashion shows are typically galore, showcasing a range of clothing made of wool, yet another testament to South Africa’s economic vibrancy. There are usually also leather material products on display in various stands, with craftsmen readily explaining the origins of the material and the design of the clothes.
At lunch, one could find nourishing mutton and lamb products from the Karoo and various regions of the country.
The Karoo Winter Wool Festival exemplify the strength of the agritourism industry in South Africa.
Many other value chains and commodities should follow a similar path, with a designated weekend to celebrate a particular commodity and showcase all the activities within the value chain. This is necessary to promote the industry’s image and help consumers understand the value chains of the agriculture, food, fibre, and beverages industries.
Such effort is necessary because, in the cities, people are often divorced from the value chain. Some usually think their exquisite leather handbag, shoes, jackets, or jerseys come from their favourite clothing shops. They rarely picture sheep, goats, cattle, or ostrich being slaughtered for the leather to use in their bags.
Similarly, those who wear their nice cotton clothes or woollen jerseys rarely think of sheep or cotton fields when they shop for their favourite items. We don’t usually draw connections between the finished product and the supply chains — the real story of how supply chains work is not well told.
With small and rural towns in South Africa deteriorating, while the farming sector and agribusiness remain active, it may be well worth promoting agritourism. This would be a way to support declining towns and help South Africans fully appreciate the agricultural value chains and the interconnectedness of the sector to our lives.
: Photographer Samantha Reindeer
