The stereotype of agriculture has not kept pace with reality. Modern food production is no longer defined solely by farms and livestock. It is an industry shaped by science, technology, innovation and operational excellence, requiring expertise that spans everything from artificial intelligence and food safety to packaging engineering and production management.
As the industry evolves, so too does its workforce. Across Rainbow Chicken, women are helping lead some of the business’s most specialised functions, challenging traditional perceptions of agriculture while bringing diversity into every stage of the poultry value chain.
Women are leading specialist functions that span the poultry value chain at Rainbow. For Linette Makgopa, Breeding Production Manager in Rustenburg, the work begins long before a chicken reaches a supermarket shelf. Responsible for overseeing breeder farm operations, she manages everything from feed planning and vaccinations to biosecurity and production performance. Her role helps ensure healthy hatching eggs enter the production system, laying the foundation for the rest of the poultry value chain. It is a position that combines science, operational planning and leadership.
Makgopa, who became the first Black woman to hold a managerial role at a previous employer, says she hopes her journey encourages more women to see agriculture as a place where they can build meaningful careers.
“People doubted my abilities because of my age and because I was a woman,” she says. “I learnt that leadership isn’t about proving people wrong. It’s about staying consistent, supporting your team and never underestimating what you’re capable of.”
In the Western Cape, Charlotte Baadjies spends her days managing broiler production, monitoring bird health, feed, water systems and environmental conditions. While consumers may only see the finished product, she understands that every healthy bird represents weeks of careful planning and teamwork.
Her career did not begin in management. Determined to understand the industry from the ground up, she accepted a general worker position despite already having agricultural qualifications, believing practical experience would ultimately make her a better leader.
“Don’t be afraid to start at the bottom,” she says. “That’s where you learn, gain experience and understand how the entire business works.”
That transformation extends well beyond the farm.
For Liza Burger, Artificial Intelligence Manager at Rainbow, it has created one of the industry’s newest specialist careers. Originally trained as a food scientist, she now leads initiatives exploring how artificial intelligence can simplify manual processes, improve operational decision making and strengthen productivity across the business.
Burger believes AI is not about replacing people but enabling them to work more effectively.
“The best results come when people and technology work together,” she says. “Technology gives us better insights, but people will always be needed to interpret those insights and make the right decisions.”
Innovation is also taking place in one of the most visible but underestimated parts of the food value chain: packaging.
As Packaging Technologist Samkelisiwe ‘Sam’ Masikane, works at the intersection of science, engineering and manufacturing, developing packaging solutions that protect food quality, improve functionality and support more sustainable outcomes.
Her journey reflects the opportunities that can emerge when potential is recognised. After joining Rainbow as a cleaner in 2009, she was encouraged to study packaging development while working full time. Today, she leads packaging innovation projects and helped develop the reusable zip lock pouch for Rainbow’s Naked range.
“There are so many careers people don’t know exist,” she says. “If you’re interested in science and problem solving, agriculture offers incredible opportunities.”
While their careers have taken different paths, they reflect a common reality. Modern agriculture is no longer defined by a single profession. It depends on specialists working across science, technology, manufacturing and operations to keep South Africa’s food system moving.
Their stories also reflect broader changes taking place across South Africa’s food industry. As agriculture becomes more data driven, technologically advanced and specialised, demand is growing for professionals with expertise that extends far beyond traditional farming. Careers in food science, artificial intelligence, engineering, packaging technology and production management are becoming just as important as those on the farm itself.
For Rainbow, these roles reflect the capabilities needed across a modern food business. From breeding and farming to artificial intelligence and packaging innovation, every stage of the value chain relies on specialised expertise to produce safe, quality food efficiently and sustainably.
As agriculture continues to evolve, so too will the skills needed to sustain it. The experiences of Makgopa, Baadjies, Burger and Masikane show that the future of food production will be shaped not only on farms, but also in laboratories, production facilities, innovation teams and data driven environments. Increasingly, women are helping lead that transformation.
