Soul Abraham, Chief Executive for Retail at Old Mutual Insure

Old Mutual Insure is pleased to announce   its sponsorship of Lamb Champs, the annual celebration of South Africa’s best lamb producers, organised by the Southern Africa Agri Initiative (SAAI).

This sponsorship reinforces Old Mutual Insure’s strategic commitment to supporting farmers and strengthening its drive for market growth within South Africa’s agricultural sector.

“We are excited to be part of the Lamb Champs initiative, which is such an important platform for the farming community to showcase their very best,” says Soul Abraham, Chief Executive for Retail at Old Mutual Insure.

He adds, “From our perspective, our involvement stems from recognising how vital it is for farmers to protect not only the assets they have built, but also the assets that have built them. Safeguarding these is essential to sustaining their livelihoods. We want to ensure they are aware of the options available to protect what matters most to them.”

Lamb Champs is more than a competition. It is a platform where farmers from across the country showcase the quality of their lamb, share their stories, and connect with consumers and markets. The event highlights the dedication and tradition that underpin South Africa’s farming communities.

“Family farmers form the backbone of food production in South Africa, but they often face challenges that go unseen. Lamb Champs gives them a platform to showcase their work and connect directly with consumers. Having Old Mutual Insure on board means farmers know there is support to help safeguard their livelihoods, so they can focus on what they do best – farming,” says Francois Rossouw, Saai CEO

The regional Lamb Champs competitions are open to all farmers across South Africa who produce lamb meat. Winners are selected by a panel of expert judges, based on key criteria including taste, texture, and presentation.

The competition consists of four qualification events, which take place in Kimberly, Pretoria, Free State and Paarl, and the four winners from each of those legs will face off in the Grand Finale on 17 October 2025 at Nampo Grounds, Bothaville, Parys, where the 2025 Lamb Champs champion will be crowned.

“Farmers are the backbone of our agricultural sector and play a vital role in ensuring South Africa’s food security. Through this sponsorship, we reaffirm our commitment to protecting what built them - their assets, their livelihood and their legacy. Our specialist agri insurance ensures that farmers have access to comprehensive cover, from farm property, equipment, and livestock to liability and household protection, helping them safeguard their livelihoods and remain resilient through life’s uncertainties,” says Abraham.

“Just as important in this industry is trust,” adds Abraham. “That’s why we work closely with trusted brokers, who understand farmers’ unique needs and help us deliver the right level of protection with confidence, transparency, and reliability”.

With the agriculture sector being central to food security and economic growth, particularly in South Africa, Abraham believes that initiatives like Lamb Champs create valuable opportunities to recognise excellence, strengthen farmer networks, and contribute to achieving sustainable growth in the sector.