Many locals are seizing opportunities at Die Windhoek se Eie Boeremark in Windhoek, the capital of Namibia, overcoming barriers to market access and significantly expanding their businesses.
WINDHOEK, Dec. 11 (Xinhua) -- Under the peak of the sun, the shade of the gazebo protected Michael Whitelock as he demonstrated his blacksmithing skills during a live metal assembly at Die Windhoek se Eie Boeremark in Windhoek, the capital of Namibia.
"Die Windhoek se Eie Boeremark" in the local Afrikaans language, loosely translated as "Windhoek Farmers Market," serves as the ideal backdrop for his craft. For the past five years, Whitelock has established a presence here on the last Saturday of every month, attracting a growing clientele with his handcrafted products.
"Not only do I promote my products, but I also attract customers to my business and get more orders," said Whitelock, who is in his 70s.
His story reflects that of many locals who are seizing opportunities at Die Windhoek se Eie Boeremark, overcoming barriers to market access and significantly expanding their businesses.
The market was established in March 2011 by the late sisters Kiet and Elza van der Westhuizen to connect farmers directly with consumers. Esme Lubbe and her husband Gideon took over as owners and organizers of the market six years ago.
According to Lubbe, there was a gap between farmers, local enterprises, and the community. "The market aims to create a platform for trade and exchange, bridging these gaps. It has since demonstrated its relevance and importance," she said in an interview with Xinhua Monday.
The market has grown from its initial 20 stalls into a bustling hub with more than 115 stands. Vendors pay stall fees to participate in the market, and the revenue generated goes directly to the traders, enhancing the market's appeal as a viable income source.
"In this way, exhibitors feel the direct impact and value of the market, and in turn, the income generated aids business growth," Lubbe said.
Over the years, the market has evolved into a diverse marketplace that fosters valuable networking opportunities among businesses.
Whitelock noted that from the market, he has established partnerships with other businesses that inform his production process and supply value chain. "The connections made here extend beyond sales, highlighting the importance of networking that can lead to future business collaborations."
He is not alone. Another vendor, Chrisman Stander, travels from Outjo in Namibia's northwestern region of Kunene to participate in the market with his agricultural business, Ruby Grace. For the past five years, Stander has focused on promoting his range of garlic products there.
According to Stander, although the market is not the only market he attends, its central location in Windhoek makes it a strategic choice. This allows vendors to leverage the city's population and advancements, which is not the case in smaller towns.
"Besides selling here, we want our product to be familiar to locals so that they recognize it when they see it in local retail shops. This has a ripple effect," Stander said.
Moreover, Die Windhoek se Eie Boeremark has empowered young people to enter the business world.
Sonsteek Louw, 20, hoped to do something meaningful with her life this year before pursuing her studies in 2025. She visited the market and was inspired to make handicrafts after watching online video tutorials on making customized bags.
"I was wondering where to market my products, and I found respite here," she said.
Louw said she has since been able to network and get more orders from contacts made at the market. "I also enjoy the income generated, which I reinvest in the business," she added.
Beyond sales, another vital element of the market is fostering a sense of community, according to Lubbe, the co-owner of the market.
"It is more than just a marketplace; it fosters camaraderie among attendees and vendors," Lubbe said, adding that Die Windhoek se Eie Boeremark is building on a foundation set to ensure that both clients and exhibitors continue to benefit from this thriving space. ■