FreshCap introduces direct flower shipments with new packaging for global consumers
SOUTH AFRICA – FreshCap, a leading South African flower grower, is meeting a growing demand for direct sales by offering worldwide deliveries straight from the farm to customers.
The company’s new packaging, designed specifically for this purpose, ensures flowers are shipped directly from South Africa to the end consumer in the best condition.
This strategy has gained significant traction over the past year, especially following the Trade Fair in November.
“We have developed packaging suitable for delivery to customers directly from the farm,” says Noud Visschers, one of the company’s representatives.
This new packaging system, which eliminates the need for repackaging, allows FreshCap to send flowers from South Africa straight to end consumers.
This development is crucial as it ensures that flowers reach customers in the best condition while maintaining efficiency.
According to Kristel Emmerik, another representative of FreshCap, this approach has proven beneficial for both the company and its customers.
“More and more of our customers want to buy directly from South Africa,” she says. This shift in demand has not only resulted in improved freshness of the flowers but also contributed to cost savings.
“For exporters, buying directly from the farm means a wider range of flowers, better delivery reliability, and lower costs due to savings on processing and logistics.”
This shift towards direct sales is also aligned with growing calls for sustainability and more efficient supply chains, a topic frequently discussed at the Trade Fair, where FreshCap stood out as the only South African grower present.
FreshCap’s operations are based in Honselersdijk, the Netherlands, but the company also processes large volumes of flowers from its South African farm.
During peak times, the team at Floramotion, located at the auction grounds, steps in to support operations. “Our team in South Africa monitors everything closely, while our offices in both countries maintain a solid overview of global demand,” says Kristel.
The company’s location near Cape Town’s airport enables it to easily manage logistics, allowing for quick switches between busy periods.
“The cold store in the Netherlands fills up with Waxflowers in summer, and then it’s Proteas in autumn. During these peak months, we can rely on the efficient logistics system we have in place,” Kristel explains.
Digitalization has played an increasing role in FreshCap’s operations. Kristel emphasizes the importance of a well-run webshop, which helps the company serve customers more efficiently.
Social media has also become a vital tool for the company to engage with customers and showcase its products. “One of our colleagues in South Africa is responsible for photos and videos on our Instagram page. This allows us to show our customers what we offer and how our flowers are grown,” Kristel adds.
After reflecting on a successful season, Noud and Kristel are now focused on the upcoming year. “After a short break during Christmas and New Year, we are ready for the season ahead,” says Noud.
The company is gearing up for the busy period, which kicks off with the Chinese New Year at the end of January.
FreshCap introduces direct flower shipments with new packaging for global consumers
SOUTH AFRICA – FreshCap, a leading South African flower grower, is meeting a growing demand for direct sales by offering worldwide deliveries straight from the farm to customers.
The company’s new packaging, designed specifically for this purpose, ensures flowers are shipped directly from South Africa to the end consumer in the best condition.
This strategy has gained significant traction over the past year, especially following the Trade Fair in November.
“We have developed packaging suitable for delivery to customers directly from the farm,” says Noud Visschers, one of the company’s representatives.
This new packaging system, which eliminates the need for repackaging, allows FreshCap to send flowers from South Africa straight to end consumers.
This development is crucial as it ensures that flowers reach customers in the best condition while maintaining efficiency.
According to Kristel Emmerik, another representative of FreshCap, this approach has proven beneficial for both the company and its customers.
“More and more of our customers want to buy directly from South Africa,” she says. This shift in demand has not only resulted in improved freshness of the flowers but also contributed to cost savings.
“For exporters, buying directly from the farm means a wider range of flowers, better delivery reliability, and lower costs due to savings on processing and logistics.”
This shift towards direct sales is also aligned with growing calls for sustainability and more efficient supply chains, a topic frequently discussed at the Trade Fair, where FreshCap stood out as the only South African grower present.
FreshCap’s operations are based in Honselersdijk, the Netherlands, but the company also processes large volumes of flowers from its South African farm.
During peak times, the team at Floramotion, located at the auction grounds, steps in to support operations. “Our team in South Africa monitors everything closely, while our offices in both countries maintain a solid overview of global demand,” says Kristel.
The company’s location near Cape Town’s airport enables it to easily manage logistics, allowing for quick switches between busy periods.
“The cold store in the Netherlands fills up with Waxflowers in summer, and then it’s Proteas in autumn. During these peak months, we can rely on the efficient logistics system we have in place,” Kristel explains.
Digitalization has played an increasing role in FreshCap’s operations. Kristel emphasizes the importance of a well-run webshop, which helps the company serve customers more efficiently.
Social media has also become a vital tool for the company to engage with customers and showcase its products. “One of our colleagues in South Africa is responsible for photos and videos on our Instagram page. This allows us to show our customers what we offer and how our flowers are grown,” Kristel adds.
After reflecting on a successful season, Noud and Kristel are now focused on the upcoming year. “After a short break during Christmas and New Year, we are ready for the season ahead,” says Noud.
The company is gearing up for the busy period, which kicks off with the Chinese New Year at the end of January.