Zeder was a good idea at the time. The time was 2006, and parent company PSG Group saw great opportunities in South Africa’s agricultural sector — which had (then) undergone sweeping changes as the old farmers’ co-operatives transformed into public companies.

Initially a co-operative strove to deliver services and products at the lowest possible price to its farmer members. But the “corporatised” co-operatives now had an additional role — providing returns to shareholders (the erstwhile farmer members)...

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