Sugar association appoints Sifiso Mhlaba as new CEO

In a major leadership shift, the SA Sugar Association (Sasa) has appointed Sifiso Mhlaba as its new Chief Executive Officer, effective November 1, 2024. The appointment of the 36-year-old agricultural economist marks the beginning of a new chapter for Sasa, as Mhlaba succeeds veteran leader Trix Trikam, who is stepping down after 43 years of service, including 26 years as Executive Director. For Mhlaba, the role isn’t just a professional milestone; it’s deeply personal. As a small-scale sugarcane farmer himself, he knows firsthand the weight of Sasa’s mission. His dual experience—combining grassroots understanding with executive expertise—brings a rare perspective to the job, one that he believes is crucial in guiding South Africa’s sugar industry through an era marked by global change and local challenges. A Career Forged in Agriculture Mhlaba’s rise to the top has been shaped by years of dedication to agricultural economics. His career began at DNA Economics in Pretoria, where he worked as a regulatory economist focused on agriculture, climate change, and energy—fields directly impacting the sugar sector. Vision for a Sustainable Industry At the heart of Mhlaba’s agenda is the Sugarcane Value Chain Master Plan to 2030—a national initiative central to rural economic growth and job creation in sugar-producing provinces like KwaZulu-Natal and Mpumalanga. This plan, which emphasises resilience and sustainability, aims to stabilise the industry amid local and global pressures. “Policy coherence and support are essential for the Master Plan’s success and for the sustainability of this industry,” Mhlaba stated, highlighting the importance of aligning government, industry partners, and communities. His appointment comes at a critical time for SASA, which has been working to reshape its role in South Africa’s economy. The association’s “Reimagined Cane Industry Strategy” prioritises innovation, product diversification, and transformation, areas where Mhlaba’s expertise will be invaluable. Last month City Press reported on the Sugar industry’s plea for a tax freeze extension until 2030. This as the industry is grappling with challenges including increasing volumes of imported sugar from Eswatini, the health promotion levy – colloquially referred to as the sugar tax – as well as an insufficient import tariff. Speaking to City Press on the issue of Eswatini imports at the time, Mahlaba explained that like South Africa, Eswatini also “produces more sugar than it needs” and “they therefore compete with our millers within Sacu, for customers”. However, Mhlaba added that the masterplan encouraged the customers to buy local sugar as this was not something that government could stop. Sasa’s Independent Chairperson, Advocate Fay Mukaddam, affirmed the board’s confidence in Mhlaba, saying, “Sifiso is exactly the CEO we need to drive our ‘Reimagined Cane Industry Strategy,’ with a focus on innovation, product diversification, and transformation. I urge all stakeholders, from government to industry partners, to support Sifiso as we elevate SASA’s role in shaping the future of the sugar industry.” As Sasa’s youngest CEO in recent memory, Mhlaba carries the hopes of an industry striving for longevity, relevance, and sustainability. Article Source: News24