There is a buzz of excitement rippling across Lesotho’s farming community as preparations intensify for the 2025 edition of the Farmers’ Pitso Awards scheduled for September 6 at Victory Hall.
Farmers, agribusinesses, schools, and agricultural stakeholders are eagerly awaiting what promises to be the most inclusive and celebratory edition yet, one that not only recognises excellence but also shines a spotlight on the changing face of agriculture in Lesotho.
The awards have grown into an annual highlight, but their beginnings were far more modest. What started as a small gathering of farmers, brought together to share knowledge, skills, and farming practices, has blossomed into a national platform that celebrates innovation and resilience. Over the years, the Farmers’ Pitso Awards have become more than a meeting of like-minded people; they have turned into a stage where stories of success, perseverance, and transformation are told and honored.
From the outset, the purpose was simple: to unite farmers, strengthen collaboration, and provide a learning space, but organisers soon realised that recognition could be just as powerful as training, and so the awards were born. They quickly became a motivating force, encouraging farmers to take pride in their work while setting benchmarks for others to follow. “We created a platform where farmers learn and expand their farming perspectives,” said Thabiso Matsoele, one of the founders, reflecting on how the ceremony gradually shaped into the influential event it is today.
What makes the awards unique is how they blend celebration with knowledge-sharing.
Over the years, high-profile stakeholders, from agricultural experts to policymakers, have joined the gatherings, adding depth and influence. Through panel discussions, workshops, and exhibitions that happen as build-up events to the awards, farmers not only received recognition but also gained access to crucial information and opportunities that directly impact their productivity.
Perhaps the most visible change sparked by the awards has been in the way farmers present themselves and their products. In earlier years, many smallholders sold their produce informally. Today, thanks in part to exposure through the Farmers’ Pitso, packaging, branding, and marketing have become standard practices. Farmers now promote their work with gazebos, banners, and promotional materials that make them competitive in both local and regional markets.
This professionalisation according to Matsoele has not only raised farmers profiles but also inspired more young people to enter agriculture with a business mindset.
The 2025 edition is set to build on this momentum with new categories and expanded recognition.
“For the first time, there will be an emphasis on celebrating women in agriculture, highlighting their critical contributions to food security,” Matsoele explains, adding that awards for young female broiler and piggery farmers will shine a light on the energy and innovation women bring to the sector.
“This year we want to honour women who are making farming a sustainable livelihood for their families and communities,” he stressed, noting the symbolic importance of giving women greater visibility.
Beyond awards, the event would feature exhibitions where farmers can showcase their produce and innovations.
“This marketplace-style setup is designed to connect producers directly with consumers, manufacturers, and policymakers.
“The addition of a gala dinner to this year’s event will allow farmers to interact with government officials and discuss pressing policy issues, including climate resilience and market access,” he explains, adding that content creators have also been invited to make the ceremony more impactful, bridging the gap between rural farmers and urban consumers through digital storytelling.
The inclusivity of the awards continues to expand with organisers going to great lengths this year to reach rural areas through gatherings in districts such as Thaba-Tseka, Mokhotlong, and Qacha’s Nek to ensure smallholder farmers in remote regions also feel part of the celebration. Social media remains a central tool for awareness and voting, but word-of-mouth and community mobilisation are equally important in spreading the message.
Still, the journey has not been without challenges.
Matsoele admits that sustaining the awards has been a test of perseverance. “While sponsorships from agro-solution companies and partners like Seahlolo Newspaper provide crucial support, 80 percent of the costs are now covered by farmers themselves. This financial commitment speaks volumes about the determination of our farmers to sustain their own platform, even when external funding falls short.”
“We are tired, frustrated, and disappointed at how the business community is not as supportive. We really need support from big companies to keep this going,” he said, underscoring the financial gaps that threaten the long-term sustainability of the awards.
Despite these obstacles, the future vision remains ambitious.
Matsoele stresses that they dream of expanding the Farmers’ Pitso into a full national farmers’ market, a platform not just for awards, but for trading, networking, and capacity-building.
“Long-term plans include farm visits, data collection, and monitoring to ensure that the stories celebrated on stage translate into measurable progress on the ground.”
“The impact of the awards is already evident. Past winners have gone on to secure contracts, attract investment, and inspire others to raise their standards. Some are now recognised nationwide, fielding calls from stakeholders who discovered them through the Pitso platform. Foso Hardware, for example, became a standout partner by donating hampers to farmers over several years, while individuals like Mrs. Matente, Mabita, and Morakabi have become household names in farming circles thanks to their recognition through the awards,” he describes.
The organiser pointed out that as the 2025 edition approaches, the excitement is not just about the awards themselves but what they represent: “a collective acknowledgement that farming is the backbone of food security in Lesotho and that farmers deserve to be celebrated as the heroes they are.”
The awards align closely with national agricultural priorities”, shifting from subsistence to commercial farming and strengthening food security, yet they also symbolise something bigger: pride, unity, and resilience in a sector that continues to face challenges.”
