Highland Elite Seed Potatoes — Vision, Mission & Strategic Objectives
To become one of Southern Africa’s leading suppliers of certified seed potatoes, recognised for consistent quality, innovation, and contribution to agricultural productivity.
Section 3 · Business Plan
Vision, Mission & Strategic Objectives
To become one of Southern Africa’s leading suppliers of certified seed potatoes, recognised for consistent quality, innovation, and contribution to agricultural productivity.
3.1 Vision Statement
To become one of Southern Africa’s leading suppliers of certified seed potatoes, recognised for consistent quality, innovation, and contribution to agricultural productivity.
3.2 Mission Statement
To produce high-quality, disease-free seed potatoes that improve agricultural productivity and farmer profitability through the application of modern seed multiplication technologies, rigorous quality management systems, and a customer-centric approach to market development.
3.3 Core Values
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Quality Excellence – Unwavering commitment to producing seed potatoes that meet or exceed certification standards
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Integrity – Transparent and ethical business practices in all stakeholder relationships
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Innovation – Continuous investment in research, technology, and improved production methodologies
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Sustainability – Responsible use of natural resources and commitment to environmentally sustainable farming practices
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Empowerment – Meaningful contribution to rural economic development and skills transfer
3.4 Strategic Objectives (5-Year Horizon)
| Objective | Target | Timeline |
|---|---|---|
| Production capacity | 6,500 tonnes certified seed per annum | Year 5 |
| Revenue | R118 million per annum | Year 5 |
| EBITDA margin | 28.5% | Year 5 |
| Market share (domestic seed) | 12–15% of SA market | Year 5 |
| Export revenue contribution | 15% of total revenue | Year 3 |
| B-BBEE certification | Level 2 Contributor | Year 2 |
| ISO certification | ISO 22000 / GlobalG.A.P. | Year 3 |
| Employment | 145 permanent + 280 seasonal workers | Year 5 |
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