FreshCap Farms, co-owned by Freddie Kirsten and Noud Visschers, continues to strengthen its position as one of South Africa's most diversified exporters of fynbos cut flowers. Operating from offices in both South Africa and the Netherlands, the company exports to 39 countries, supplying markets across Europe, the Middle East, North America and Asia.
Freddie, who has farmed fynbos for more than twenty years, says the company's scale is built on precision systems and an ability to respond quickly to market movements.
"We're in the market every day, and because we control the whole chain, we can react extremely fast," he explains. "Our goal is always that the customer has the product from South Africa within 48 hours of ordering."
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Plant improvement driven by selection
FreshCap runs a continuous plant-improvement programme, focusing on selecting the strongest genetic material across its extensive fynbos portfolio. This includes Protea, Leucadendron, Leucospermum, Waxflower (Chamelaucium), and several specialty greens.
The company does not position this programme as formal breeding.
"What we do is ongoing selection. We build our base material from the strongest plants and mix in some of our field varieties that stand out. The idea is simply to improve the material we work with season after season." Their flower portfolio consists of both open and protected varieties for which they pay royalties.
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Water- and labour-intensive; sensitive to soil and microclimates
The farms operate on three production locations with cultivated fynbos, where microclimate and soil compatibility remain critical.
"These plants are extremely sensitive to soil and microclimate," Freddie notes. "You can't just move them into greenhouses in less favourable environments or alternative substrates. They tell you very quickly when they're unhappy."
Fynbos is also water-intensive, and FreshCap relies on strict irrigation management supported by technology. The operation holds SIZA Environmental, SIZA Social and GLOBALG.A.P. certifications, which dictate standards for environmental care, labour, and spray management.
Farming outside with flowers means exposure to many more pests, primarily insects. One pressure point is the regulatory lag in crop-protection approvals. "The challenge is that new pests evolve faster than new actives get registered. Registration takes long, and it's expensive for exporters, so the toolbox stays limited."
Freddie elaborates that labour remains one of the highest costs and biggest challenges. "Labour planning and long-standing seasonal teams reduce pressure during peak periods."
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Seasonality and demand cycles
FreshCap's production season runs from mid-January to early December, with peak supply between August and November. Currently, as the South African season tapers, the company sources fynbos and other lines from external growers to continue meeting weekly orders.
"Global floral specific days in the international calendar mark changes in the normal supply and demand curve," Freddie explains. "Chinese New Year, Indian wedding seasons, Valentine's Day — those events determine when the market will absorb volume."
To extend availability, FreshCap also imports specific lines from South America, Portugal and other regions. "It helps us lengthen our window when demand is high, but local availability is low," he says.
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Postharvest and logistics: Built for speed
The company controls its own post-harvest chain, including sorting, grading, packing, and managing cold logistics. FreshCap operates cold rooms and a permanent office at Cape Town International Airport, where daily quality export inspections are completed before airfreight departures.
Airfreight remains central to the model. Space constraints at peak season at Cape Town often force rerouting via Johannesburg, sometimes a regular part of the logistical landscape.
FreshCap ships in multiple carton formats, from full export cartons to its smallest "florist carton," which goes directly to end buyers with minimal handling.
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Market volatility, tariffs and global competition
According to Freddie, the past year delivered good quality and stable returns overall, although the company felt the impact of U.S. trade barriers.
"The 30% tariff on South African flower exports into the US changed the picture completely. Most of our orders for that market had to be redirected."
He describes the price curve as highly volatile, managed on a week-to-week basis rather than fixed seasonal programs.
Compared with mainstream floriculture crops, fynbos has limited scientific research supporting production, physiology, and postharvest handling.
"There isn't a lot of published research, so you make mistakes," he notes. "We learn by doing."
For this reason, client education and awareness campaigns form a core part of FreshCap's commercial strategy.
"Not everyone knows fynbos," he says. "We train new clients on the product, and we position it as value for money: it lasts long, and it can also be handled as dried product."
Colour-treated and preserved fynbos products have become another strong sales driver, supporting both mainstream and decorative markets.
"It's a fast business," he concludes. "You have to stay alert, and if you're close to the market, you can move quickly, which makes all the difference."
For more information:
FreshCap
Freddie Kirsten, Co-Owner
[email protected]
Instagram: www.freshcapflowers.nl
Facebook: www.FreshCapGroup
www.freshcap.co.za
