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31 May 2022 | Story Lunga Luthuli | Photo Supplied
Melissa De Aveiro

Singer, writer, and motivational speaker, Melissa de Aveiro, says: “One can only rise from the ashes when the fire starts again, and the beauty of it all is that the ashes is stuck to your clothes. As you move on, you build off it as it falls from your clothes.”

She said: “When the fire starts in you, nothing is going to stop it.”

This she said at the Division of Organisational Development and Employee Well-being’s Rising from the Ashes event held at the Centenary Complex on the Bloemfontein Campus. Melissa’s story is about never giving up and “never backing down – even when people throw you with rocks, use the rocks to build a new road”.

Melissa said: “Many people unfortunately do not rise from the ashes because there is no support from friends, people. You can never do it alone as the journey through the ashes is lonely.”

Melissa believes to get through the ashes, one has to go back and “remind yourself of when it was good in your life, remind yourself about the positive things – even though things might not be great now”.

Known as the 'Weskus Dutchess', and growing up in Vredendal, Western Cape, Melissa’s tough life, sexual abuse, drug abuse, homelessness, and the death of her son never stopped her from dreaming. All the setbacks planted in her a “passion for a guitar and people, a birth of a new season, a desire to change the world”.

To rise from the ashes, Melissa said, “You need to go back to the place where you were hurting, confront the demons, the people that abused you, maybe forgive them and remove the chains you are tied with.”

Susan van Jaarsveld, Senior Director: Human Resources at the University of the Free State, believes that hosting wellness events is a way for the UFS to show that “employees are the most valuable asset of the university and need to be looked after”.

Susan said: “Staff need to know that it is okay not to be okay. However, the UFS has systems to look after your well-being. People need to know that they are not alone, they can make use of the Department of Human Resources’ Careways Employee Wellness Programme.”

Susan believes it was important to host the event, as “staff need face-to-face interaction for their well-being, it helps people to know they are not alone”.

Melissa, the author of the book Weskus Wonderwerk, believes in being unstoppable. She said: “To rise from the trenches, always think positive about yourself, you must exist. You cannot give up; your worth cannot be determined by an individual.” 

News Archive

Out-of-the-box thinking a plus for next generation of agribusiness leaders
2017-07-07

Description: Agribusiness leaders Tags: Agribusiness leaders 

The winners of the 12th IFAMA International Student
Case Competition from Team South Africa are from
the left: JW Swanepoel, University of the Free State,
Melissa van der Merwe, University of Pretoria,
Heinrich Jantjies, Stellenbosch University, and
Johann Boonzaaier, also from Stellenbosch University.
Photo: Supplied



The International Food and Agribusiness Management Association’s International Student Case Competition, in its 12th year, brings together students from around the world to demonstrate their investigative and problem-solving skills to provide innovative solutions to practical problems.

JW Swanepoel, a PhD student at the Centre for Sustainable Agriculture at the University of the Free State (UFS) was part of an advanced case study team, representing South African universities, who won IFAMA’s International Student Case Competition. Swanepoel also presented results from his PhD study at IFAMA’s conference in Miami, Florida, where the winners were announced.

Competition a global stage to showcase solutions

The competition provides a global stage for students and their associated universities to showcase the next generation of agribusiness leaders.

This year the featured agribusiness was Bayer Crop Science. Although this company managed to expand its global footprint through its Food Chain Partnership, it faced some challenges to expand in emerging economies through small-scale farmers. Being from the African continent, Swanepoel and his team not only understood Bayer’s unique challenge but could also pre-empt some of the potential problems faced by agribusinesses that wanted to grow their footprint in emerging economies. This provided them with a competitive advantage in going head-to-head with some of the best universities in the world such as Purdue, Wageningen, Michigan, Texas A & M and Santa Clara to mention just a few.

The South African team’s presentation “Selling Lindiwe’s story” told the story of a small-scale woman cassava farmer in Mozambique who, after the death of her husband, became the main breadwinner. The South African team indicated how Bayer could play a major role in not only selling chemicals to these farmers but even more importantly to change the stories of small-scale farmers like Lindiwe. They recommended a strategic partnership with AB InBev as the main buyer for the cassava produced by these small-scale farmers, as a cheaper beer base substitute. They also recommended a local partner (Value Chain Insights) that understood the political, social and economic environment of these countries to facilitate the relationships between Bayer and its small-scale farmers.

Understanding the challenge a competitive advantage

According to the panel of judges, the innovative approach and motivations for investing in strategic partnerships with AB InBev and Value Chain Insights went beyond financial benefits, to include corporate social responsibility and rural development. Lindiwe’s story was, however, the decisive factor. The South African team was the only team to put a face and a story to the often invisible small-scale farmers.

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