The South African Sugar Association (Sasa) has appointed Sifiso Mhlaba as the new chief executive officer effective today. He is taking over from Trix Trikam who has served the organisation for decades.
“I am truly honored to step into Trix’s significant role. It is a considerable task and a great responsibility. I appreciate the confidence that SASA and industry members have placed in me,” Mhlaba stated. Before taking on the CEO position, he served as SASA’s National Market Executive and was later promoted to National Market and Trade Policy Director. Mhlaba joined SASA in 2015 after working as a regulatory and competition economist at DNA Economics, a consulting firm in Pretoria, where he focused on agriculture, climate change, and energy projects. Additionally, he is a small-scale sugarcane farmer in Mpumalanga.
Mhlaba holds four academic degrees: a BSc in Agricultural Economics (cum laude, North West University), a BSc Honours in Agricultural Economics (cum laude, North West University), a Master of Science in Applied Economics (Washington State University), and an MBA from Stellenbosch University. He is also a Certified Director® through the Institute of Directors in South Africa (IoDSA).
“I look forward to collaborating closely with our internal and external stakeholders to secure the sustainability of the industry, which plays a vital social and economic role in the job-deprived rural areas of KwaZulu-Natal and Mpumalanga, where sugarcane farming and milling take place. The Sugarcane Value Chain Master Plan to 2030 is essential for the industry, and policy coherence and support are necessary for its successful implementation,” Mhlaba emphasized.
SASA Independent Chairperson Advocate Fay Mukaddam welcomed the appointment, noting that Mhlaba is the right leader to advance the industry during this transformative period. Under his guidance, SASA will focus on the “Reimagined Cane Industry Strategy,” prioritizing innovation, product diversification, and transformation. “Sifiso is taking over from an industry stalwart. Trix dedicated 43 years to SASA, including 26 years as CEO. Sifiso now has the opportunity to build on Trix’s remarkable legacy and elevate SASA and the industry to new heights,” Adv Mukaddam added. “I urge all stakeholders, including government, industry participants, downstream users, and value chain partners, to support our new CEO,” she concluded.
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