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30 January 2025 | Story Martinette Brits | Photo Barend Nagel
MASSTER Project
The University of the Free State (UFS) recently welcomed distinguished international partners for the MASSTER project.

The University of the Free State (UFS) recently hosted a group of distinguished international partners as part of the MASSTER project (Managing (South) Africa and Senegal Sustainability Targets through Economic-diversification of Rural-areas). Funded by the European Union Erasmus programme (Project ID 101129023), the project aims to support the agricultural sector in Sub-Saharan Africa (SSA) and Senegal by addressing pressing issues such as rural migration, food security, and sustainable development. 

 

What is the MASSTER Project? 

Launched in early 2024, the MASSTER project is an ambitious initiative designed to enhance agricultural development and economic diversification in rural areas across SSA, with a particular focus on Senegal and South Africa. According to Prof Corli Witthuhn from the Department of Sustainable Food Systems and Development at UFS, who serves as the project’s coordinator, researcher and trainer, MASSTER  seeks to make a lasting impact on the sector. 

“Agriculture plays a vital role in these regions, contributing up to 40% of GDP and providing livelihoods for over 70% of the population. However, challenges such as rural-urban migration and underutilised agricultural potential hinder the growth of this crucial sector,” explains Prof Witthuhn. 

By offering innovative training and educational tools to farmers and agricultural students, the project aims to bridge these gaps.  It involves higher education institutions (HEIs) in community development and focuses on the intersection of agriculture and migration. In doing so, MASSTER contributes to key Sustainable Development Goals (SDGs), including zero hunger, quality education, decent work, and economic growth.


Key objectives of the MASSTER Project

MASSTER collaborates with six partner HEIs in Senegal and South Africa to tackle pressing agricultural and migration challenges. The project focuses on: 

  • Assisting local farmers in implementing income-generating activities.
  • Supporting extension services in delivering relevant training programmes that emphasise economic sustainability.
  • Helping municipalities manage economic migration, particularly from rural areas.

To achieve these objectives, MASSTER analyses the risk factors that drive migration and those that prevent it, designing training programmes that empower current and future farmers to generate income. It also provides Training of Trainers (TOT) to HEIs and extension services, equipping them with skills to deliver impactful training sessions. Additionally, the project helps HEIs develop comprehensive migration management strategies that foster a whole-of-society approach linking agriculture and migration policies. 


A global collaborative effort

The MASSTER project brings together a diverse consortium of partners from Senegal, South Africa and Europe, including: 

  • Senegal: Université Du Sine Saloum El-Hâdj Ibrahima Niass Kaolack (USSEIN), Université Gaston Berger Saint- Louis (UGB), Université Assane Seck de Ziguinchor (UASZ), Interprofessional Center for Training in Agriculture (CIFA)
  • South Africa: University of the Free State (UFS), Stellenbosch University (SU), Tshwane University of Technology (TUT), South African Society for Agricultural Extension (SASAE)
  • Germany: Hochschule Weihenstephan-Triesdorf (HSWT)
  • France: Universite D’Aix-Marseille (AMU)
  • Italy: University of Naples Federico II (UNINA)
  • Serbia: Academy of Professional Studies South Serbia and Western Balkans Institute

Benefits for the University of the Free State

The MASSTER project presents significant opportunities for the UFS. It enables researchers to collaborate with international partners on groundbreaking research that addresses urgent agricultural challenges. Prof Witthuhn highlights that the project also provides valuable third-stream funding for the UFS research initiatives, strengthening the university’s broader academic and community development efforts. 

Additionally, UFS researchers gain hands-on experience in European Union grant administration, potentially paving the way for future EU-funded projects. The project fosters direct engagement with local farming communities by offering training that empowers farmers and promotes rural development. Moreover, it enhances the university’s expertise in agricultural sustainability and migration management.


Partners’ visit to UFS

The recent visit by MASSTER project partners to the UFS marked a key milestone in this collaboration. During their stay, the group participated in various activities, including farm visits and discussions aimed at advancing the project’s objectives.

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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