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15 August 2025 | Story Martinette Brits | Photo Stephen Collett
Prof Yonas Bahta
Prof Yonas Bahta, Professor in the Department of Agricultural Economics at the University of the Free State, delivered his inaugural lecture on the future of agricultural trade and food security, titled Can We Own the Future? The Ever-Changing Dynamics of Agricultural Trade and Food Security Amid Intensifying Agricultural Drought.

With the world hurtling towards a population of 9,7 billion by 2050 – and Africa set to make up more than a quarter of that – the question of whether we can ‘own the future’ has never been more urgent. In his inaugural lecture at the University of the Free State (UFS), Prof Yonas Bahta from the Department of Agricultural Economics warned that climate change, trade tensions, and deepening food insecurity are converging to create unprecedented risks for farmers, economies, and communities.

“We find ourselves at a pivotal moment in human history, characterised by the intersection of climate change, particularly agricultural drought, resource scarcity, geopolitical instability, and the current trade reciprocal tariff, all of which pose significant threats to the foundational structures of global food systems,” he said.

 

From vulnerability to agency

Prof Bahta highlighted the stark reality that the world population is projected to reach 9,7 billion by 2050, with Africa constituting 2,5 billion. “Despite this growth, the agricultural sector predominantly operates at a subsistence level, with diminishing resources available to farming communities, especially smallholder farmers who rely on agriculture as their primary source of employment and sustenance.”

In South Africa, climate change – particularly agricultural drought – is affecting both commercial and smallholder farmers, with cascading effects on food security, employment, and livelihoods. Coupled with disease outbreaks, these factors lead to reduced crop yields, supply shocks, and trade imbalances that ripple through the economy.

Food insecurity remains a critical concern, with approximately 15 million South African households experiencing moderate to severe food insecurity – a figure even higher (25,5%) among households engaged in agricultural activities. Prof Bahta emphasised that these challenges are compounded by “institutional barriers such as the current trade reciprocal tariff by the USA, limited access to credit, crop and livestock insurance, inadequate road infrastructure, and electricity shortages”.

Despite these challenges, Prof Bahta sees clear opportunities. He pointed to Africa, including South Africa’s extensive arable land; research and innovation have highlighted the benefits of integrating traditional techniques with modern approaches such as climate-smart agriculture and its membership of BRICS and other trading partners as levers for resilience and growth. “Securing the future is not about mere assertion but about the stewardship of markets, data, and people,” he said. By aligning trade policy, drought preparedness, and social protection within robust institutions, “the country can transition from vulnerability to agency, from passively observing the future to actively shaping it. In doing so, we may indeed assert with integrity that ‘We own the future’.”

 

About Prof Yonas Bahta

Prof Yonas Bahta is a Professor and NRF-rated researcher in the Department of Agricultural Economics at the University of the Free State. He joined the UFS as a researcher in 2014 and has supervised more than 42 postgraduate students (both MSc and PhD), of whom 29 have completed their studies (10 PhD and 19 MSc).

He holds a PhD (2007) and MSc (2004, with distinction) in Agricultural Economics from the UFS, and a BSc (1994) in Agricultural Economics from Haramaya University, Ethiopia. Prof Bahta serves on the editorial boards of several journals, acts as a reviewer and guest editor, and is a member of several national and international professional bodies.

His work has been recognised with an award from the African Growth and Development Policy Modelling Consortium (AGRODEP), and in 2024 he was rated among the top 2% of researchers globally by Elsevier.

News Archive

UFS Communication and Brand Management Department once again honoured for ground-breaking communication work
2016-04-29

Description: Martie en Leonie award Tags: Martie en Leonie award

The UFS was announced as winner in the internal communication category of the African Excellence Award after entering the B Safe Take Action campaign. The university also received a Gold Award at the 2016 PRISM Awards. Here are Martie Nortjé, Assistant Director: Communication and Brand Management, and Leonie Bolleurs, Assistant Director: Internal Communication, from the University of the Free State.
Photo: Hannes Pieterse

Within a week, the Department of Communication and Brand Management at the University of the Free State brought home two gold awards. In April this year, the department was announced as winner in the Internal Communication Category of the African Excellence Awards for the B Safe Take Action campaign. They also received Gold at the 2016 PRISM Awards for the KovsieGear entry.
 
PRISM Award for the UFS KovsieGear shop
 
Martie Nortjé, Assistant Director: Branding and Merchandise, attended the PRISM Award function in Johannesburg where she received the Gold award for the UFS KovsieGear shop for the best entry in the corporate communication category. This is the second consecutive year that the department received Gold at the PRISM Awards. Last year, the department received Gold for the B Safe Take Action campaign.
 
The idea for a university-owned shop was initiated in 2013. Launched in January 2014, KovsieGear is used to strengthen the brand and creating a sense of ownership among all stakeholders. The KovsieGear team is grateful for the continuous support of staff and students, as well as alumni.
 
The PRISM awards of the Public Relations Institute of Southern Africa (PRISA) are Africa’s most sought-after award in the public relations industry, and are presented to public relations and communication professionals who have incorporated strategy, creativity, and professionalism successfully into public relations and communication programmes and strategies, showcasing a successful public relations campaign.
 
African Excellence Award for B Safe Take Action Campaign
 
The B Safe Take Action campaign also received an award recently at a gala event hosted by the African Excellence Awards in Cape Town. Leonie Bolleurs, Project Manager of the B Safe Take Action campaign, received the award on behalf of the university.
 
It is of cardinal importance for the university that its students, staff, and assets are safe. Once again, this award demonstrates that the university is serious about the safety of its staff and students. This is especially so, since it is the objective of the campaign to develop a culture of safety awareness in students and staff alike.
 
The hosts of the African Excellence Awards are The Communication Director, the magazine for Corporate Communications and Public Relations (PR) in Europe, which enjoys worldwide distribution. According to Rudolf Hetzel, Chairman of the jury and publisher of The Communication Director, the African Excellence Awards are an opportunity for all those working in the field of PR and communications throughout Africa to come together, and honour ground-breaking communication campaigns and projects.
 
Quality work
 
“I am extremely proud of the Communication and Brand Management team for performing excellently once again in national and continental awards programmes. The awards are a good benchmark for the quality and standard of the work we produce,” said Lacea Loader, Director of the Department of Communication and Brand Management.  
 
In the past two years, the department also received other awards for their work. This include:
-    UFS #FaceOfFacebook campaign received a Gold Quill Excellence Award from the International Association for Business Communicators (IABC), both internationally and in the Africa region.
-    B Safe Take Action campaign received a Gold Quill Merit Award from the IABC, both internationally and in the Africa region.
-    UFS #FaceOfFacebook campaign received a Bronze Stevie Award from the International Business Awards (IBA).
-    B Safe Take Action campaign received a Bronze Stevie Award from the IBA.
-    #UFStoday Facebook campaign received a Merit Award from Marketing Advancement Communication in Education (MACE).
-    The NSFAS awareness campaign received a Merit Award from MACE.
 

 

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