Mooi River is a quaint town on the N3 between Johannesburg and Durban. It is also the location of Forge Mooi River with its team of dedicated workers who are focused on delighting the region’s producers and customers.
Christo Buys, a Mooi River resident since early childhood, joined the branch as manager in 2020. Most of the other staff members also grew up in the area and have an intimate knowledge of the region’s farming activities.
The Mooi River branch of Forge was acquired by Kaap Agri in 2018 and forms part of the group’s footprint growth strategy in the region. All staff members enjoy good interaction with the area’s various producers and their respective farming activities and they understand the difference in farming methods which has resulted in an overall focus on customer service, the cornerstone of the branch’s operations. This background knowledge along with an understanding of the producers’ needs and problems and regular interaction, ensure that they provide professional service on an ongoing basis.
The townsfolk often talk about how friendly and helpful the branch’s staff member are as they won’t hesitate to open the shop over weekends if a customer has a problem. The shop is always kept open until the last customer has completed their shopping. And if there is an emergency, they are ready to supply whatever is needed to solve urgent problems.
Forge Mooi River is involved with the local Farmers’ Association by means of which they participate in community support initiatives. During the COVID-19 lockdown period they assisted in distributing food parcels to the needy. They are also involved with clean-up pro-jects and keep in touch with the community’s needs.
Mooi River is a major milk production region and most producers are active in this sector of the industry. Besides the dairy operations, there are several beef producers in the area and a few who also farm with sheep. Apart from these, there are a number of piggeries, horse breeders and general farmers in the area, but dairies remain the backbone of the local farming industry.
“The dairy industry has become a numbers game and because of this, we can support the farmers by stocking sufficient supplies to meet their various needs. The larger producers who milk more cows, are in a better position and can farm more productively. The economies of scale benefit them and they are the ones making progress in the industry. Some of the smaller milk producers have been consolidated into larger units to enable better yields. At the Forge Agri Mooi River branch we are focused on stocking the items they need to enable them to run their operations smoothly and according to the high standards demanded by the industry,” explains Christo.
Most of the crops cultivated in the region, are in support of the dairies – corn and silage for the cows and a variety of winter grazing crops such as ryegrass and straw rye to provide feed for the cold winter months. Some farmers also plant corn as a cash crop to enhance their income streams.
According to Christo, some producers have recently experimented with a number of new farming practices. Some are trying to cultivate apples, blueberries, kiwi fruit and some are even investigating the possibility of farming with flowers.
Products stocked in this one-stop agri-lifestyle destination include animal feeds and licks, for both summer and winter months, fertilisers, animal health products, chemicals, irrigation equipment, fencing, general household items and a large variety of seeds, of which Forge is the top supplier in the region.
When it comes to fencing, the branch is equipped to provide all the necessary products to enable producers to fence their properties. As crime – especially stock theft – is a problem in the area, they are focused on stocking specific fencing products used to secure properties. By supplying the necessary security equipment and products – including energizers, electrical wiring and other security fencing material – the farming community is able to safeguard their businesses and properties.
“This is one way that Forge can make a difference. We also provide jobs to the local community. We have an excellent team who are not only dedicated to our business, but also to providing our customers with excellent service,” Christo says.
Apart from Forge’s range of agricultural products, the branch also stocks general household items for the benefit of the town’s residents – from garden tools, plants, seedlings and fertiliser to grocery items. Not only do they offer a wide variety for customers to choose from, they do so at competitive prices.
With the future in mind, there are plans afoot to occupy bigger premises towards the end of the year. The store will then be able to stock a full range of clothing in addition to the Jonsson’s overall range, water boots and raincoats. The goal is also to enlarge the building material department to meet the growing need in the area. Besides this, Christo endeavours to expand the range of animal medicines.
“The producers in the Mooi River area support us and we support them by providing service excellence, competitive pricing and high quality products. The agricultural sector is growing, and the farmers have a positive and proactive outlook on the future. We are directly linked to their expansion and we support their growth to enhance our own,” he says.
Part of the Kaap Agri Family
Forge Mooi River
Treverton Rd, Mooi River, 3300, Tel: 033 263 1023
www.underberg-forge.co.za
As published in the MarkToe Magazine