The Inspiring Journey of Dineo Mokgoshi’s Segometsi Bagoshi Project

The Inspiring Journey of Dineo Mokgoshi’s Segometsi Bagoshi Project. When Mam Dineo Mokgoshi decided to sell her suburban home in 2016 to pursue poultry farming in Wintervelt, Pretoria, many questioned her decision. But she saw something others didn’t, an opportunity to create sustainable employment, empower others, and redefine what success looks like in South African agriculture. That leap of faith became the foundation for Segometsi Bagoshi Agricultural Project, a brand that now stands as a beacon of determination, discipline, and innovation.

Building from the Ground Up

Starting a poultry farm is never easy, but Mokgoshi approached it with the same tenacity that defines great entrepreneurs. With limited resources and no assurance of success, she began small, learning every part of the process, from feeding schedules to managing flock health. Her journey wasn’t about overnight success; it was about building a strong foundation that could withstand challenges.

That mindset paid off. What began as a modest operation has grown into a farm capable of housing over 300 000 laying chickens. The operation now employs more than 20 permanent workers and provides annual training opportunities for 22 university students, ensuring the next generation of farmers gain practical skills in a real-world environment.

Turning Challenges into Growth

The early years of Segometsi Bagoshi were filled with the typical struggles that face most small-scale farmers, fluctuating feed prices, limited access to funding, and inconsistent supply chains. Yet, Mokgoshi’s resilience set her apart. Instead of viewing these challenges as setbacks, she used them as opportunities to innovate.

Her approach to sustainability and diversification became one of her greatest strengths. Beyond poultry, she expanded her operations to include 120 sheep and goats, as well as 250 cattle, including 133 Brahman. This diversification not only stabilized her income but also created multiple revenue streams, proving that adaptability is key to longevity in agriculture.

Strategic Leadership and Education

One of the defining features of Segometsi Bagoshi is its emphasis on professionalism and education. The farm’s two supervisors and one manager all hold university degrees, reflecting Mokgoshi’s commitment to knowledge-driven leadership. This approach ensures that every decision, from breeding to marketing, is informed by data, research, and expertise rather than intuition alone.

Mokgoshi’s willingness to invest in education has also shaped her mentorship philosophy. By training university students each year, she’s helping to close the gap between academic theory and practical experience. This not only builds capacity in the agricultural sector but also strengthens her brand’s social impact, a key differentiator in a competitive industry.

Strategic Marketing and Brand Positioning

While production forms the heart of any agricultural venture, marketing determines its sustainability. Mokgoshi recognized this early. Through consistent branding and clear communication, Segometsi Bagoshi built credibility among consumers and partners alike. Her farm’s reputation for high-quality produce, professional management, and ethical practices helped it stand out in a crowded marketplace.

Rather than relying solely on word-of-mouth, Mokgoshi also leveraged her story, one of courage, sacrifice, and determination, to inspire and attract attention. In doing so, she transformed Segometsi Bagoshi from a farm into a relatable and aspirational brand.

Lessons for Aspiring Entrepreneurs

Mam Dineo Mokgoshi’s journey offers several valuable takeaways for entrepreneurs:

• Start with purpose: Her decision to sell her home wasn’t just financial, it was rooted in vision and purpose. Entrepreneurs who know their “why” are more likely to stay resilient through challenges.
• Invest in people: By employing educated professionals and training students, she built a knowledgeable and motivated team capable of sustaining growth.
• Diversify strategically: Expanding into livestock gave her business stability against market volatility.
• Embrace continuous learning: Her success underscores the importance of education, mentorship, and skill development in any enterprise.
• Build your brand through your story: Consumers connect with authenticity. Mokgoshi’s transparency about her journey strengthened her brand identity.

A Legacy of Empowerment

Today, Segometsi Bagoshi Agricultural Project stands as a symbol of what’s possible when vision meets hard work. It’s not just a farm, it’s a movement that uplifts communities, empowers youth, and reshapes perceptions about women in agriculture.

Mam Dineo Mokgoshi’s journey reminds us that success is rarely a straight line. It’s about taking risks, learning continuously, and leading with heart. Her story inspires entrepreneurs across South Africa to pursue their dreams, not with fear, but with the courage to plant their own seeds of change.