n Farmer’s Weekly - ‘First make it work, then survive, then prosper’ - business - avocado

Volume 2018 Number 18026
  • ISSN : 0041-848X



At the age of 68 and with six business books and a PhD behind him, Reuel Khoza has turned his attention to his original passion: farming. As the owner of the secondlargest avocado packhouse in South Africa, Koeltehof Packers in Kiepersol, Mpumalanga, he has started a new career when most people would be retiring. Investing in South Africa’s fast-growing avocado industry, previously unknown to him, he fell back on his father’s wisdom. “He taught me that when in a new situation, exercise ‘intelligent ignorance’. This means you position yourself as a learner and absorb everything you can.”

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