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Understanding diversity amongst potential beneficiaries of land redistribution is of critical importance for both design and planning of successful land reform interventions. This study seeks to add to the existing literature on farming types, with specific emphasis on understanding diversity within a sub-group of commercially oriented or emerging smallholders.

Using a multivariate statistical analysis – principal component and cluster analyses applied to a sample of 442 commercially-oriented smallholders – five distinct clusters of emerging farmers are identified, using variables related to farmers' characteristics, income and expenditure and farm production indicators and willingness to participate in land redistribution. The five clusters are discussed in light of a predefined selection criteria that is based on the current policies and scholarly thinking.

The results suggest that there are distinct differences in farming types, and each identified cluster of farmers requires tailored support for the effective implementation of land reform. The identified homogenous sub-groups of smallholders, allows us to understand which farmers could be a better target for a successful land redistribution policy.

Most of the existing typology studies in South Africa tend to focus on general smallholders and in the Eastern Cape province; this study extends the literature by focussing on specific prime beneficiaries of land reform in three provinces. This study uses a more detailed dataset than the Statistics general and agricultural household surveys.

After unsuccessful attempts of South African governments to carry out a land reform that distributes farmland more justly, this study aims to undertake a stronger segmentation of potential beneficiaries for a better targeting of future reforms.

A theoretical model has been developed along the axes of cultural innovation and aspirations that identifies the segment of current smallholders who would most likely relocate to become commercial farmers in the future. A survey among smallholders in the Eastern Cape province of South Africa confirms the approach.

A number of indicators can be identified, particularly for cultural innovation, that predict willingness to relocate to a region where commercial farms can be managed.

The importance of cultural innovation has been neglected both in theoretical frameworks and in practical concepts of land reform.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-05-2018-0226