To provide agricultural marketing advisory services to key stakeholders in support of a vibrant

agricultural marketing system in South Africa.

Integrity (honesty/ethical/trustworthy/transparent)

Assertive (accountable/responsible/reliable/taking ownership/confident)

Collaborative (consultative/teamwork/participative/co-operative)

Service excellence (performance driven/target oriented/service oriented/motivated/committed/diligent)

Fairness (equal treatment/respectful/tolerance/consistency)

Objective (analytical/rational/attention to detail/conceptual)

Innovative (creative/pro-active/adaptive/flexible/initiative)