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Jonathan Bradfield has been farming for 42 years and is currently the owner of L...
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Jonathan Bradfield has been farming for 42 years and is currently the owner of Limestone Hill, outside Bathurst in the Eastern Cape. Jonathan farms mainly with pineapples together with his sons-in-law, Anton Ferreira and Albert van der Westhuizen. Bradfield is a third-generation farmer, and when asked what the largest changes are that have occurred from when the former generations farmed until now, he claimed economies of scale. Thinking back, he states that pineapple farmers farmed around 1500 to 2000 tons of pineapples per annum. These days, a farmer needs to produce around 4000 to 5000 tons to be economically viable. Everyone had to expand dramatically to stay in business. How the farm is managed has also changed. Bradfield’s father placed great importance on the bottom line and focused on productivity and efficiency to retain their profit margins. While Bradfield still places high value on productivity and efficiency, he has found that placing the same high value on your staff allows for greater gains. “Employees should understand the task at hand, and trust and commitment should form part of each relationship,” Bradfield explained. It is this attitude that allowed the farm to expand quickly, which was needed to ensure economies of scale. According to the Blake and McCanse leadership grid, Bradfield embodies a/n ____ leadership style, while his father embodied a/n ____ leadership style.
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