In order to win, agribusinesses in South Africa hav e to gain advantage over competitors; they need to be better than their competitors at doing v aluable things for their customers. Too many companies misperceive the nature of competition and the task before them by predominantly or only focusing on improving financial performance (a necessary but not sufficient outcome anymore), or soliciting government assistance, or s eeking stability and reducing risk through alliances and mergers. The new "bottom line" is mor e refined, more balanced and more complex. The aim of this paper is to define the "ne w" bottom line for winning in terms of agribusinesses in South Africa operating for gains in the new globalising economy and to propose strategies that will improve the winning ab ility of agribusinesses in South Africa. Winning is defined as consistently defeating your c ompetitors successfully in order to achieve sustainable profits and growth. The following opera tional strategies are propose: increased innovation, higher productivity, more flexibility, better quality, increased social responsibility, successful economic empowerment and higher levels o f integrity and ethics especially towards the natural environment.