Afrifresh Group

About Afrifresh Group

Afrifresh Group operates as a vertically integrated agricultural business, deeply rooted in the South African fresh produce sector. The group's current structure is the result of a 1999 merger between two entities: the original Afrifresh, founded by Chris Conradie in 1992 as a fruit importer that later expanded into exports, and Sunpride, established in 1997 by Roy Fine and the Fine Family. This union combined extensive experience in the Johannesburg and Cape Town produce markets, creating a foundation for a global enterprise. Prior to 2009, the company functioned solely as an export agent, but has since shifted its strategy to include direct production to better manage the supply and quality of its fruit.

The company's core business revolves around producing and exporting fresh fruit, with a specialization in table grapes and citrus varieties like grapefruits, oranges, and lemons. Its business model spans the entire agricultural value chain, from farming and processing to marketing and distribution, serving buyers in over 50 countries. A key aspect of its operations is a portfolio of 22 farms, primarily for citrus and grapes, strategically dispersed across South Africa to mitigate climate-related risks and prolong the supply season. Afrifresh provides a centralized management framework that offers expertise and creates economies of scale, allowing farm managers to concentrate on product quality and production volume. Approximately 70% of the farm output is designated for export, while the rest is sold in the local market or channeled into its agro-processing division.

This agro-processing arm represents a significant diversification for the company. It includes African Pride Wines, a wine business launched in 2002; a fruit juice production business that utilizes fruit not suitable for export; and a raisin business that started with the acquisition of Desert Raisins in 2008 and was expanded with the purchase of the Fruits du Sud factory in 2011. The company has also expanded its geographical footprint and product range by acquiring farm holdings in Zimbabwe to grow macadamia nuts, tea, apples, and bananas, with plans for further expansion into other sub-Saharan African countries. To support its growth, Afrifresh has received significant investment, including capital from Standard Chartered Private Equity.