As Adene's Farm Flowers celebrates its tenth anniversary this year, the business is taking the opportunity to strengthen its foundations after several years of growth. Founder Adene Nieuwoudt explains that the priority now is on refining systems and ensuring smooth operations rather than pursuing rapid expansion. "We've grown a lot in recent years, and now we're taking a moment to enjoy what we've built and make sure everything runs as well as it can," she says.
The main production area remains the Platvlei Fruit Farm in Wolseley, Western Cape, where the majority of flowers are grown and harvested. This farm is not generally open to the public like the rest of their locations, apart from scheduled open days or seasonal events. Production has recently expanded with the addition of the Die Boord farm, also in Wolseley, which now contributes to overall output. This farm is open for visits and picking.
One crop reaching full production maturity two weeks ago is the paniculata hydrangea, planted approximately two and a half years ago. "We planted these 2.5 years ago, and finally they are now in their prime," she shares. She adds that optimal performance is achieved through the use of slow-release fertiliser applied in spring, combined with consistent, deep irrigation adjusted for soil type and temperature.
© Adene's Farm Flowers
Adene Nieuwoudt with her paniculatas
Crop management and seasonal production cycles
Dahlia production at the Die Boord farm highlights the intensive input requirements of certain crops. According to Simon Chitera, a general worker at the Die Boord farm, originally from Zimbabwe, dahlias have a defined main season from August to January and are among the most demanding crops grown on the site. He explains that during peak growth, fertiliser applications may be required up to three times per week, particularly under high summer temperatures.
Water management is a key challenge on the farm. He notes that the sandy soil profile in Wolseley limits water retention, with moisture draining quickly beyond the root zone. As a result, irrigation must be carefully managed to compensate for runoff and ensure consistent plant uptake during hot conditions.
© Adene's Farm Flowers
Simon Chitera and one of the dahlia blocks at Die Boord
Across the wider crop mix, seasonal availability follows a structured annual cycle. Summer, from December to February, represents peak production, with strong volumes of agrostemma, amaranthus, lisianthus, gypsophila, hydrangea and early peony varieties. This period also coincides with peak visitor numbers during open field days.
Autumn marks a gradual transition, with long-season crops such as amaranthus, agrostemma, and lisianthus continuing into cooler conditions. Winter brings reduced field activity, although lisianthus, gypsophila, and hydrangea remain available year-round. During this time, certain flowers may be supplemented through imports to maintain a consistent retail supply. Spring signals renewed planting and early flowering, building momentum toward summer's peak output.
© Adene's Farm Flowers
Retail expansion and direct-to-consumer engagement
Beyond primary production, Adene's Farm Flowers operates a diversified retail and experiential model. Seasonal pick-your-own flower farms are hosted at Val de Vie Estate in Paarl, Lourensford Wine Estate in Somerset West and The Big Red Barn in Pretoria. These experiences operate without advance bookings, including during high-demand periods such as Valentine's Day. "There are always enough flowers for everyone visiting," Adene says, noting that cold-room stock is used when necessary to support availability.
© Adene's Farm Flowers
The business also supplies a wide network of retail outlets across the Western Cape, with additional distribution points in Gauteng. Together, these channels support a vertically integrated model combining large-scale production, seasonal agritourism and direct-to-market sales.
With maturing crops, established infrastructure and a broad retail footprint, Adene's Farm Flowers enters its second decade focused on operational refinement, production consistency and long-term sustainability rather than continued expansion.
For more information:
Adene's Farm Flowers
www.instagram.com/adeneflowers
www.adeneflowers.co.za
