In this Q&A, Joana shares her journey into fish farming, her experiences at the international seminar, and her insights on resilience, leadership, and creating opportunities for others in a male-dominated field. From her initial steps in aquaculture to her vision for the future, Joana’s story is one of determination, inspiration, and impact.
Can you share your journey with us? What inspired you to get involved in fish farming and eventually start Aqua Green?
I initially started in the construction industry, where I worked with local power stations. Over time, I became aware of the looming threat of coal industry closures, which would deeply impact our community. This realisation forced me to seek alternative, sustainable opportunities for the future. I began exploring industries that could provide both a reliable livelihood and contribute to solving some of our nation’s pressing issues, particularly food security.
Through my research, I noticed a significant gap in our community: while vegetables were readily accessible, affordable sources of protein were harder to come by. I discovered that many households relied on fish from local dams and rivers, but with climate change affecting water levels, this source of protein was becoming increasingly unsustainable. That’s when I decided to venture into fish farming - seeing it as a way to provide affordable, nutritious, and sustainable protein to my community.
You recently attended a seminar in China on value-added fishery product development and market systems. How did this opportunity come about, and what was the experience like for you?
The opportunity to attend the seminar in China came through a nomination from our local Department of Agriculture. The Department of Forestry, Fisheries, and the Environment had sent out a directive to nominate verified fish farmers in our municipality, and I was fortunate to be selected. It was an incredible opportunity to deepen my knowledge and expand my horizons in the field of aquaculture.
How did it feel to be selected for this prestigious seminar? When you first started Aqua Green, did you ever imagine opportunities like this coming your way?
Being selected for the seminar felt like a validation of all the hard work and dedication I’ve put into AquaGreen. It was a moment of recognition, and it confirmed that my efforts were being noticed within the industry. When I first started Aqua Green, I didn’t necessarily envision international opportunities like this coming my way. My focus was primarily on growing the business locally and making an impact here. But this seminar showed me the global possibilities and how much the world is watching and learning from the innovative work we’re doing on the ground.
What were some of the most valuable lessons you learned during the seminar, particularly around value-added products and market development?
One of the most valuable lessons I learned at the seminar was how China has developed a local market system that benefits all farmers, from small-scale producers to larger enterprises. The Chinese model emphasised creating an ecosystem where farmers can easily access markets, and where consumers are aware of and trust the quality of the products. This approach has inspired me to think about how I can create a similar environment in South Africa, one where local fish farmers can thrive and reach consumers effectively.
Another takeaway was the importance of value-added products. The fish market in South Africa is difficult to penetrate, and learning about how to diversify products to appeal to a broader consumer base will be a game-changer for AquaGreen. I plan to use these insights to improve how we market our fish and other related products, ensuring that we are meeting the needs of the community and offering something unique.
How do you plan to incorporate these new insights into Aqua Green’s work and its impact on the community?
At Aqua Green, we understand that fish farming is not just about production; it’s about promoting healthy living. This means raising awareness in our community about the nutritional value of fish and why it’s a sustainable choice for protein. I plan to implement some of the strategies I learned in China to make fish farming more accessible and appealing to the broader public.
Currently, we’re exploring agro-processing options to add value to our fish products, and this will allow us to reach different markets. I also plan to launch awareness campaigns to educate the local community about the benefits of incorporating fish into their diets. With these changes, I hope to create a strong local market for our products and encourage others to join the movement toward sustainable aquaculture.
As a woman in agribusiness, what have been some of the most significant challenges or growth moments for you personally?
Aquaculture is a sector that has traditionally been male-dominated, and as a woman, it has required extra effort to make my mark. One of the biggest challenges has been gaining recognition and credibility in an industry that is often slow to embrace change. But these challenges have only motivated me to think differently and offer something unique. I believe that part of my mission is to create a more inclusive environment for women and youth in the sector, ensuring that they have opportunities to learn, grow, and succeed in this field.
The agriculture sector, especially aquaculture, can be tough to navigate. How do you stay motivated and resilient in such a challenging industry?
Resilience in this industry is crucial, and I’ve learned that in order to bring about real change, someone has to take the lead. Climate change and food security are global challenges, and they’re not going away. We have a choice: we can sit back and wait for change to happen, or we can act and shape the future. I choose to act. As a woman in agribusiness, I know that my efforts can inspire others, and I take strength from that responsibility to lead by example. It’s not always easy, but the knowledge that I’m contributing to the future of sustainable food systems keeps me motivated.
What advice would you offer to young entrepreneurs and women looking to make their mark in agriculture, especially in fish farming?
I would tell young entrepreneurs, particularly women, that the road may not always be smooth, but it’s worth it. The path has already been partially paved for you, and the opportunities in fish farming are abundant. I believe that women have the passion and resilience to shape the future of their families and communities, and agriculture, especially aquaculture, is a fantastic industry to get into. Start small, take one step at a time, and you’ll find that, before you know it, you’ve built something meaningful. Fish farming is still a niche industry, so there’s a lot of potential for growth. Get in while you can!
Joana’s journey is a powerful example of passion, resilience, and a vision for change. Through Aqua Green, she is not only transforming lives but also paving the way for a more inclusive and sustainable future in agribusiness. Her story inspires us all to take bold steps toward creating impactful solutions in our communities.
.jpg)
.png)