Willie Jacobs, Chief Executive Officer at Potatoes SA, an industry association representing approximately 570 potato producers (table potatoes, seed potatoes and processing) in SA. Under his consultative leadership, the organisation strives to relentlessly serve, protect and promote the potato industry amidst the challenges of the present and uncertainties of the future.

BSc Agricultural Economics, MBA

Willie Jacobs is a seasoned game changer within the agricultural sector, more so in the potato industry during the past 6 years. Through thought leadership initiatives based on local and international benchmarks, he fast forwards conventional business models to boldly embrace new technologies. Sustainability of the potato producer motivates Willie to optimise research and innovation as well as information initiatives. A high priority for Willie is the transformation agenda with a focus on partnerships and exploring marketing channels. Willie advocates producer profitability in harmony with consumer affordability. Through dialogue initiatives, he promotes a quality industry value chain.

Experience:
In his career spanning 24years in the Agricultural Finance Sector, Willie evaluated a substantial number of projects for commercial viability and bankability. He managed the Corporate Finance division of the Land Bank of South Africa as Executive. He supported the conducting business evaluation and intelligence analysis for a leading South African inputs and commodity trading company. He worked with over 30 agribusinesses across Africa as the key agricultural advisor for several South African commercial banks.

He has held amongst others the positions of:
• Executive Manager
• Director
• Regional Agricultural Manager
• Relationship Executive
• Agricultural Advisor and
Business Analyst
• WPC International Advisor since
12 July 2021 and member of
the audit committee
• African Potato Association
(APA) Sub-regional
Representative: Southern Africa
(2025 – 2028)