Charting a new course for South Africa's sugar industry

Jennashree Govender, the first female CEO of the South African Sugar Millers’ Association, spoke to Octavia Avesca Spandiel about her leadership journey, industry challenges, and vision for transformation.

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For the first time in over 100 years, the South African Sugar Millers’ Association (SASMA) appointed a woman of colour, Jennashree Govender, as its CEO in September 2024. At 39, Govender is not only the first woman to take on this prestigious role but also the youngest person in the association’s history to do so.

This appointment marks a historic turning point for the sugar industry in South Africa, signalling a shift towards greater inclusivity and diversity within leadership roles that were once dominated by men.

OVERCOMING LEADERSHIP CHALLENGES

Govender, a Durban-born woman of Indian descent, reflects on the journey that has led her to this monumental achievement.

“It’s been challenging but exciting. I am in a position where nobody has gone before me, and the dynamics are very different from those my predecessors faced. The truth is, it’s not just about steering the ship; it’s about navigating new waters,” she says.

Her role marks a significant shift in an industry that has long been dominated by men. She says that her appointment has come with unique challenges that require her to adapt and innovate.

“It’s not just about the industry; it’s about the people within it. I’ve had to find new ways of communicating, leading, and ensuring that people understand that my leadership is about results and not just my identity,” she says.

ACKNOWLEDGING THE REALITIES OF LEADERSHIP

Despite her groundbreaking appointment, Govender is determined not to be defined solely by her identity. “I don’t want to be just a statement that goes out – a young woman of colour leading. I want people to understand that there is more depth to me. There’s a human behind this,” she explains.

She candidly discusses the personal challenges, including imposter syndrome, that come with stepping into such a high-profile role.