Farmers’ Supply was situated on the corner of Prince’s Avenue and Wilstead Street in the Benoni CBD for 104 years.
The managing director, Ronnie Jankelowitz (81), closed the doors at the end of January.
Ronnie’s father, Kusiel, farmed in present day Cloverdene in the ‘50s.
In 1951, Kusiel became a shareholder in Farmers’ Supply.
At the age of 19, Ronnie joined the business as an employee in 1954.
“I started off at the bottom,” said Ronnie.
“I used to mark the paint, carry the cement: I was the skivvy in the company.”
At this stage, Ronnie was part of the Third Transvaal Scottish, which kept him away from the business at times.
The regiment was disbanded in 1959.
“I was not allowed to give any orders and I was not allowed to speak to customers. It was strict in those days but I worked there until 1971.”
In 1971, Kusiel bought out the shareholders of Farmers’ Supply.
Ronnie said this was done under the condition that the partners would not open a similar shop anywhere in the Witwatersrand.
He said the former shareholders soon opened a new business just outside the borders of the Witwatersrand, which gave their business a knock.
Ronnie became a shareholder in Farmers’ Supply in 1971, along with his father and mother, Ida.
He took ownership of the business in 1977 when his father died.
At this stage, a property was purchased in New Modder, which became a second branch for the sale and manufacture of farming implements.
Ronnie said Farmers’ Supply had an ammunition licence over the years and started a pistol club.
The branch manager of Farmers’ Supply, Michael Jankelowitz, said the business was well known in Benoni and beyond.
“Farmers’ Supply was a pioneer at the time in introducing the engine-driven tractor and was one of the first companies to spearhead the industry into the 20th century by offering these new tractors to the public,” he said.
“By 1950, we had become a household name in the greater Benoni area and had become renowned for our service excellence and expansive range of not only farming implements, but also our extensive range of general hardware.”
Ronnie laments what once was and said the closure was attributed to competition in the market.
“Somebody died in the family, and that was Farmers’ Supply,” said Ronnie.
The establishment over the years prided itself on customer service and its owner could not picture himself doing anything else.
“If I had to sell shirts and ties, I would go crazy,” he said.
“With this business, every deal was something different, especially going to auctions – sometimes you buy good, sometimes you get hurt, so you stay away from the auctions for two or three months, but the best part of my business was buying used tractors, fixing and selling them.”
“I also enjoyed taking on people who were retired, because they had more experience.”
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