An evaluation of stakeholder engagement between the Western Cape department of agriculture and commercial farmers in the Western Cape

Abstract

The aim of the study is to evaluate the relationship between an organisation and a particular stakeholder group, primarily by assessing the communication channels between the two groups and to propose how effective, proven stakeholder relation strategies and models may be applied, if necessary. This is done by evaluating the Western Cape Department of Agriculture and its relationship with commercial farmers, one of its most important stakeholder groups. The literature review explores proven, successful models of stakeholder communication and engagement. The two-way symmetrical model would be the ideal model for the relationship between the Western Cape Department of Agriculture and commercial farmers as it promotes mutual benefit, understanding and respect. It is therefore through this lens that current engagement between the organisation and stakeholder group in question is viewed. This study uses an ontology which sees the world not as objective, but subjective and social, consisting of people who each have their own thoughts and feelings and interpret the world around them differently. An interpretivist approach is taken. Qualitative data collection methods are used to collect the necessary data for this study. (Qualitative, open-ended questionnaires were given to commercial farmers to complete, in order to obtain the relevant information from them, and personal interviews were conducted with departmental officials in order to obtain a dual view.) The findings are illustrated by way of graphics. The outcome of the study highlights insights gained and outlines problem areas which should be tackled. It concludes with a proposed framework for improved communication and stakeholder engagement between the two parties. The research will make a contribution to understanding relationships and communication between organisations and stakeholders, which is critical to the success and growth of any organisation. The Western Cape Department of Agriculture can benefit as it will highlight problems areas in the current communication dynamics with commercial farmers and provide guidelines on how to address the issues.