Is this workshop for you?

The AFMA Technical Writing Skills Workshop is tailored for experienced and aspiring writers in the animal feed industry wishing to improve their writing skills to become published writers.


Wednesday, 14 April 2021


08:00 – 16:00


Alltech Boardroom, Stellenbosch






7 April 2021


Dr Pieter Henning

Dr Pieter Henning

Dr Pieter Henning has played a leading role as a presenter at the AFMA Technical Writing Skills Workshops. He wrote technical articles over the last 10 years for The Dairy Mail, Veeplaas, and AFMA Matrix, amongst others. Dr Henning has been involved in the South African livestock industry since 1980.

Lynette Louw

Lynette is the owner and CEO of Plaas Media, where she also fulfils the role of chief editor of a number of magazines, online platforms and broadcast products. She started her career at the former Department of Constitutional Development, where she had various writing and media responsibilities, including co-authoring a book on local government systems in South Africa. She entered the agricultural media sphere in June 2006 as sub-editor and later deputy editor of various AgriConnect publications, e.g. The Dairy Mail, and was also editor of Ubisi Mail. She joined Plaas Publishing (now Plaas Media) in 2010 and, along with her former business partner, built the company into a much respected agricultural media house. Plaas Media publishes its own two titles, Veeplaas and Stockfarm, as well as a number of contract magazines, has its own online television programme, radio programme, website and production house. It has also published numerous handbooks. Lynette holds a BA Honours degree in Linguistics, a post-graduate Diploma in Technical Translation, as well as a BA SocSc degree in Educational Psychology.

Presenters will cover the following topics:

  • Planning your article step-by-step
  • How to choose your topic
  • Writing for different audiences
  • Principles and practices of successful writers
  • Layout elements to make complex articles easier to read and understand
  • Effective use of visual material to communicate key ideas
  • Know what editors want before you submit
  • Ethics of writing and publishing
  • How to put the fun back into writing



Introduction to technical writing
Dr Pieter Henning (Freelance Animal Scientist)
09:30-10:00Practical exercise
10:00-10:45How to write a technical article
Dr Pieter Henning
11:15-12:00Grammar, structure and style
Dr Pieter Henning
12:00-12:30Editing exercise
12:30-13:00A picture paints a thousand words
(i) Effective use of tables and graphs
Dr Pieter Henning
14:00-14:30A picture paints a thousand words
(ii) Capturing good photos
Dr Pieter Henning
14:30-15:15An editor’s perspective on articles for technical and semi-technical publications
Lynette Louw, CEO of Plaas Media and Chief Editor of a number of magazines
15:15-15:45Panel discussion / Questions and answers
Dr Pieter Henning (facilitator) and Lynette Louw
Dr Pieter Henning

Download Programme

Registration Fee

  • AFMA Members – R980 (excl VAT)
  • Non-members – R1,100 (excl VAT)

Registration closes on 7 April 2021, or when we reach maximum capacity. We require full payment to secure your seat.

Register here


For more information, contact the AFMA office on telephone +27 (0)12 663 9097 or send an e-mail to

Read what previous attendees say about the workshop

  • “The workshop provided useful guidelines about technical and promotional writing skills. It provided a number of techniques to ensure that a message is conveyed concisely and effectively for the relevant target audience.” – Riyashna Rampersadh, Kemin
  • “Writing technical articles is a large part of what I do daily. I never realised the gaps in my skills until I attended the workshop.” – Caraliegh Stander, CS Vet
  • “Even for experienced writers, it is good to review your writing process and refine it as necessary.” – Dr Francois van de Vyver, Nutri Feeds
  • “It was great to get an outline on what process should be followed and how much time one should spend on each writing phase.” – Amelia du Preez, PhD student in animal nutrition at the University of Pretoria, and winner of the 2020 AFMA Intervarsity Writer’s Cup Competition in the ‘own research’ category
  • “It's a workshop that will significantly change ones writing skills from good to excellent.” – Timothy Chilemba, Master’s student in animal production at the University of Pretoria
  • “Thank you for a very informative workshop – practice makes perfect!” – Jan Janeke, Animate