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05 November 2025 | Story Martinette Brits | Photo Supplied
Opus Cactus
Prof Maryna Boshoff from the Department of Sustainable Food Systems and Development, Lerato Mamabolo (UFS graduate, now employed at OPUS Cactus), and Sotirios Pilafidis, Head of Research and Development at OPUS Cactus, at the XI International Congress on Cacti as Food, Fodder and Other Uses, hosted by the FAO-ICARDA CactusNet in Tenerife, Canary Islands.

The University of the Free State (UFS) has formalised a collaboration with OPUS Cactus, a pioneering biotech company focused on sustainable cactus-based farming and biorefineries in semi-arid regions. This partnership builds on OPUS Cactus’ expansion at the historic Waterkloof Research Station near Bloemfontein and combines the UFS’ academic expertise with industry innovation to promote climate-smart agriculture and economic development.

OPUS Cactus, led by Joeri van den Bovenkamp-Hofman, CEO, and Sotirios Pilafidis, Head of Research and Development (R&D), specialises in transforming marginal, non-arable land into productive, resource-efficient ecosystems by cultivating the drought-tolerant Opuntia cactus. This versatile biomass supports renewable bioenergy, animal feed, food production, fermentation feedstock, and sustainable biomaterials, while contributing to carbon capture and climate mitigation efforts.

“Our mission is to unlock the full potential of Opuntia biomass for sustainable bioenergy, food, and biomaterials, advancing regenerative agriculture and climate action,” says Van den Bovenkamp-Hofman. OPUS Cactus operates dual hubs: its headquarters and R&D lab in Groningen, the Netherlands, and the flagship 1 000-hectare Waterkloof Research Centre in the Free State. The Waterkloof facility serves as a commercial farm, research platform, and demonstration site for regenerative farming techniques.

The UFS collaboration involves multiple departments, including Sustainable Food Systems and Development, Soil, Crop and Climate Sciences, and Microbiology and Biochemistry. Profs Maryna Boshoff and Carlien Pohl-Albertyn, alongside Dr Gesine Coetzer, provide academic leadership in the partnership.

Prof Boshoff explains, “This industry-academia collaboration aims to develop innovative projects utilising cactus-based products. It builds on decades of cactus research at the UFS, enabling the translation of scientific knowledge into real-world impact through scale-up and commercialisation.”

 

Bridging academic research and commercial innovation to promote climate-smart agriculture

At the core of the partnership is the Waterkloof Research Centre, home to 42 spineless Burbank cactus pear cultivars. The facility acts as a ‘living laboratory’, integrating empirical research with commercial-scale farming. “Waterkloof now offers students and researchers access to operational infrastructure that cannot be replicated in conventional academic settings,” says Prof Boshoff.

Continuing projects at Waterkloof include biogas production through an anaerobic digester, regenerative agriculture practices such as cover cropping and reduced tillage, advanced plant biotechnology to breed superior cultivars, fermentation research for alternative proteins, and the development of novel fermented foods and sustainable biomaterials.

The collaboration also plays a critical role in conserving Opuntia genetic diversity and evaluating cultivars across South Africa’s varied agro-ecological zones. “Research done by UFS and ARC scientists on cultivar selection and cultivation is applied and scaled up through OPUS Cactus’ commercial operations,” Prof Boshoff adds.

This partnership provides valuable hands-on experience and career pathways for postgraduate students and young researchers. “We offer internships and employment opportunities, with several recent UFS graduates already joining our R&D team,” says Pilafidis. “We actively seek motivated graduates passionate about sustainable agriculture and bioengineering.”

By converting semi-arid landscapes into productive, carbon-sequestering ecosystems, the UFS-OPUS Cactus collaboration exemplifies how scientific innovation, entrepreneurship, and environmental stewardship can drive climate resilience, food security, and sustainable economic growth.

“OPUS Cactus is a win for the environment, communities, and business alike,” concludes Van den Bovenkamp-Hofman.

News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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