At Hazera, we celebrate our dedicated team, who work passionately alongside our growers to nurture the best products. While we spotlight our innovations, it’s our Hazera family who drives our shared success. Today, we’re thrilled to shine the spotlight on Ruaan Lerm, National Sales Manager for South Africa.
Ruaan Lerm is born and bred in South Africa, where agriculture flourishes deep in the community’s roots. “In South Africa, agriculture is in our blood,” he explains. However, his journey to our seed industry was anything but conventional.
Before joining our Hazera family, Ruaan spent ten years as a professional rugby player. It was during the global COVID-19 lockdown, while working on a farm and away from rugby, that Ruaan truly discovered his passion for agriculture. “It put a lot of things in perspective for me regarding my passion,” he recalls. “I realised I wanted to be in agriculture. I wasn’t sure how yet, but I knew that was where I belonged.” Not long after, he decided to leave professional rugby when he learned his wife was expecting their first child.
While working as a professional hunter, Ruaan was made aware of a position at Hazera. Ruaan joined Hazera nearly five years ago as a Product Development Manager, focusing specifically on carrots—a crop that, at the time, faced challenging prospects in the region. “When I started, I inherited a portfolio where the outlook wasn’t bright. People said we didn’t have new products.” Through unwavering dedication, that narrative has transformed completely. “Today, carrots are our top crop in South Africa,” he shares proudly.
Recently promoted to National Sales Manager, Ruaan now leads our entire South African sales team while nurturing close partnerships with key customers. He credits his background in high-performance sport for his collaborative approach to leadership: “Rugby taught me discipline, teamwork, and how to handle pressure. I still need these skills in my job today.”
If you had to explain your job to a 5-year-old, how would you do it?
Ruaan laughs, admitting this is a challenge he faces at home with his own daughters, aged two and four. “My four-year-old still believes I am a farmer,” he smiles. “I tell her: ‘Daddy is not the farmer. Daddy helps to select the best genetics.'”
He uses a relatable analogy to break it down: “I try to explain it by looking at family. Like sisters—they have similar genetics, they come from the same parents, but they are not exactly the same. One might be taller, one shorter. We select the specific one that’s best for the farm. That’s how we ensure our vegetables grow strong and healthy.”
What’s something you’ve learned during your career at Hazera from working with colleagues or partners from different cultures?
“For me, the most important lesson has been to listen,” Ruaan says. He notes that while agricultural challenges like climate change are universal, our solutions are often culturally distinct.
“Everybody has the same problems, but everyone has a different response or way of dealing with them,” he explains. “I’ve learned to listen to the situation first. Sometimes, someone from a different culture offers that one missing puzzle piece. A perspective you hadn’t thought of, that makes finding our solution much easier.”
What’s the most unusual or memorable thing that’s ever happened to you in your career?
For Ruaan, the most memorable parts of his career are rooted in the people he’s worked with and the potential they’ve unlocked together. He is thankful for the guidance and support of three key mentors who shaped his journey at Hazera.
Corniel Louwies, General Manager, taught him the vital importance of business acumen. Johann Pretorius, National PD Manager, sharpened his focus on the intricate details of product development. Meanwhile, Anton van der Merwe, then National Sales Manager, showed him how to walk side-by-side with Hazera’s partners.
One notable success story for Ruaan is tied to a carrot variety that was initially set to be discontinued. “I asked if I could at least take the available samples and start working with them in trials.” Through careful observation and perseverance, he uncovered its potential. “That specific carrot is now our fifth-largest contributor to sales in Hazera South Africa. It went from being written off to being a top performer and I take pride in that.”
If you could look ahead 10 years, what change in your job field would excite you most?
Ruaan envisions a future driven by data and seamless integration. “The biggest innovation I look forward to is the technology integration between challenging situations and communication,” he says.
He sees a shift toward real-time partnership, where growers have immediate data on what their crop needs, be it irrigation or fertilisation, unified in one system. “I’d love to see programmes that help with forecasting where a grower can input data on a crop failure or success, and it feeds directly into our systems. Bridging that gap with technology excites me.”
What makes you proud to work at Hazera and Limagrain?
Reflecting on his role, Ruaan shares a sentiment he once heard from a mentor in our industry: “We sell hope.” When asked if he ever misses rugby, Ruaan admits, “Yes, I do miss the physical contact sometimes—you can get your frustration out quite easily.” However, he is quick to highlight what he enjoys most about his current work: “I still work with people. I’m not tied down to an office. There’s a lot of interaction with people and that’s what I really enjoy.” Building relationships, collaborating with diverse teams, and the daily variety keep his work both meaningful and fulfilling.
“The work that we do doesn’t destroy anything,” Ruaan concludes passionately. “Everything we do is about creating life and nourishing populations. It’s a truly meaningful business, and our mission is to enhance the earth. That is what sets our seed industry apart, and it is a big honour for me to be part of Limagrain. Inclusiveness is at the heart of what makes Hazera and Limagrain special. Everyone plays a vital role in our shared success, and it’s this spirit of collaboration that I truly enjoy.”
