The versatility of FreshPortal software, with its API integrations with platforms like Floriday and its user-friendliness, has led to many satisfied users both nationally and internationally in recent years. However, on the African continent, FreshPortal, as one of the market leaders in ERP software, is still relatively undiscovered. Recently, an independent team from the farms of carnation producer EMF (East African Magical Farms) unanimously chose FreshPortal software after an extensive search among several providers. This step may help showcase its qualities and capabilities more widely in Kenya and Ethiopia.
© Mirthe Walpot | FloralDaily.comDirk Hogervorst (EMF) and Robin Jongkind (FreshPortal Software) during IFTEX in Kenya, june 2025
Aiming to be the global carnation specialist
CEO Dirk Hogervorst explains that EMF started about twenty years ago in Ethiopia. "Partly due to scaling up, EMF has grown into one of the largest carnation producers. Currently, EMF operates two farms in Kenya and two in Ethiopia, with another Kenyan farm on the way. These developments align with EMF's ambition to become the global carnation specialist. Our range of standard carnations is vast and continues to grow in colors and varieties. At the same time, we are expanding our spray carnation production. We're also adding Solomio, Solantis, Solana, and Raffine to our assortment. With over 1,500 employees, we passionately produce 100 million carnation stems annually. Our focus is on delivering premium quality year-round, made possible by the highland locations of our farms at around 2,400 meters altitude. The moderate temperatures and abundant light create ideal growing conditions for high-quality production. Of course, we also prioritize sustainability and environmentally friendly practices, along with good working conditions. This is confirmed by our Global GAP, Global GAP IDA, KTC Silver, and EPHEA Silver certifications (GAP, environmental, and social), making EMF FSI compliant. Alkemade International handles distribution, quality control, and sales in Aalsmeer through both auction and direct sales via Royal FloraHolland and Rhein Maas. Recently, EMF also began direct sales from its farms in Kenya and Ethiopia to markets in the Middle East, Far East, and Australia. All carnations are marketed under a single brand, recognizable by the EMF logo on the flower sleeves."
"More was needed than Excel sheets"
"Due to EMF's rapid growth with multiple cultivation sites and increasing production, we realized that more was needed than the usual, error-prone Excel sheets," says Dirk Hogervorst. "At the same time, customer demands are rising, raising the bar significantly. Different markets require different specifications and communication. This immediately called for an adequate software solution. We also wanted to stay fully focused on growing carnations, so we had no room for projects where the software still needed to be developed. We preferred industry-standard software that was not only usable and available but also proven to work. Based on a requirements package outlining all of EMF's needs, a team from our farms began evaluating software packages from various providers. Most of the software they reviewed turned out to be insufficiently tailored to floriculture or not yet used outside the Netherlands. Only a handful of major players remained for deeper evaluation, including whether they met key criteria such as multi-location connectivity and integration with Royal FloraHolland's Floriday. Not all packages met these criteria, as many focused either solely on the African business and production environment or solely on the Dutch market. Ultimately, only FreshPortal remained, as its software met EMF's requirements and had proven results in Africa along with API integration with Floriday."
No need for equipment investments
According to Dirk Hogervorst, choosing FreshPortal software has worked out well. "FreshPortal understands the Dutch floriculture trade and how to integrate with Floriday. They also have many international clients, so they're familiar with global market dynamics. Air freight, packing lists, and Royal FloraHolland dock service are very specific topics that must be spot-on!" A flexible team ensured a smooth implementation and provided full support. What's remarkable is that FreshPortal can easily adapt to real-world situations. The software is user-friendly and accessible from anywhere via the cloud. The farms don't always have the latest computers, but the software works well with existing equipment. This eliminated the need for investments in new computers or other hardware. Another advantage is that the software is modular. EMF started with the inventory and order management module and dock service, as well as a Floriday integration, all of which were available immediately after implementation. It's also beneficial that Alkemade International uses FreshPortal software, allowing us to know earlier what's coming in the day trade—pure profit combined with better inventory control."
Real-time inventory overview
"Our entire product catalog is now entered into the FreshPortal software and is accessible in real time across all our farms. This eliminates the need for error-prone Excel sheets, as all data is now visible to our staff at every location. This also ensures consistent product naming, preventing typos and miscommunication. Additionally, the current inventory overview can be viewed from anywhere. Packing lists no longer need to be created manually—they're generated automatically, and stickers can be printed directly on-site from the system. The software is very user-friendly, making it easy for our staff to learn. It also gives us better insight into our product catalog, which can be used for footprint certifications and aligning better with sales. Company-wide, it has already delivered significant efficiency gains and provides building blocks for the future. New modules can be easily added."
Dirk Hogervorst advises growers who are unsure about starting with FreshPortal software to do their homework, just like EMF did. "If you clearly define your software requirements and list them out, it's very likely you'll also end up choosing FreshPortal."
For more information:
FreshPortal Software B.V.
Tel.: +31 (0)88 70 70 400
https://freshportal.com/kweker/
