South Africa: Unemployed youth gain fresh opportunities in peak flower season

As South Africans prepare to spoil loved ones this Valentine's Day, 28 previously unemployed young people are finding fresh hope of their own with the Shoprite Group's first-ever Retail Readiness Programme (RRP) intake within its Freshmark Flower Co. operations.

The timing is meaningful: while Flower Co. teams work around the clock to prepare roses, bouquets and blooms for stores nationwide, these new recruits are gaining hands-on experience in one of the retailer's busiest seasonal periods – and building skills that can unlock future employment.

Beginning their training on 12 January 2026, the 28 learners – all aged 18 to 34 and previously unemployed – are now immersed in a seven‑week programme that blends classroom learning with practical, in‑store and distribution centre experience. The group includes 21 learners based at the Flower Co. in Johannesburg, Gauteng and another 7 at the Group's Basson DC in Brackenfell, Western Cape.

"This intake marks an exciting milestone for the Group as we debut the Retail Readiness Programme in Freshmark. By giving young people exposure to the retail value chain, we are equipping them with practical skills, workplace confidence and a real pathway into employment within the sector," Lindsey Joseph, Head of Talent Solutions at Shoprite Group says.

© Shoprite Group

Freshmark, the Group's fruit, vegetable and flower procurement and distribution arm, is responsible for ensuring that farm-fresh flowers reach Shoprite and Checkers supermarkets in perfect condition. Learners are involved in the entire process, from flower rehydration and pre‑production cutting to assembling bouquets, labelling, sleeving, pallet stacking, order fulfilment and general housekeeping.

For many, it has already been a transformative experience.

"Being here showed me how something like a flower develops and comes to life – and in the process, it has changed me too," said Shoprite Retail Readiness Programme learner, Kamogelo Phasha.

The programme requires a minimum Grade 10 pass (a matric certificate is advantageous) and is designed specifically for youth with no previous work experience. Upon completion, participants receive a NQF Level 4 certificate, strengthening their career prospects.

Since 2016, the Shoprite Group's RRP has trained more than 40 000 young people, providing them with crucial workplace exposure and playing an important role in combating youth unemployment.