Afrex South Africa has entered a fresh chapter with the opening of its state-of-the-art facility in Johannesburg, just 5 km from its previous location. "Designed to support a seamless cold chain from farm to export, the new premises feature cutting-edge cooling and handling systems, improved packshed and storage infrastructure, and upgraded office space. This move marks a major milestone in Afrex's ongoing mission to deliver top-quality Cape Flora to global markets efficiently and reliably", explains Etienne Taitz, Managing Director at Afrex.
Since its founding in 2003, Afrex has focused on supplying the Northern Hemisphere with fresh flowers during its off-season. The company quickly grew into a key player in the export of Cape Flora, serving wholesalers and retailers across the globe. Although the COVID-19 pandemic brought major disruptions to their business—halting flights and exports—Afrex rebounded as the sector recovered, leveraging Cape Town's reestablished position as a logistics hub.
Further expanding its reach, Afrex opened a facility in Kenya in 2020, sourcing roses from selected farms. "Now, with the Johannesburg upgrade, the company is better positioned than ever to meet rising global demand with speed, consistency, and quality."
© Afrex
Partnering with 30+ South African farms
Afrex Cape Town specializes in indigenous Cape Flora like Proteas, Leucospermums, and Leucadendrons. Their selection also includes Wax flowers, Cymbidiums, Anthuriums, Chrysanthemums, greenery, and seasonal blooms, along with dried flowers and decorative dried fruits. Partnering with over 30 South African farms, Afrex sources fresh flowers daily without holding stock, ensuring optimal freshness. Each flower is checked upon arrival and prepared for export from Cape Town and Johannesburg, tailored to customer needs and flight schedules. Beyond flowers, Afrex also facilitates the distribution of baby vegetables and fruits from Western Cape growers to their Johannesburg packhouse.
How it all started
Afrex South Africa was founded in 2003 with the goal of supplying flowers to the northern hemisphere during the off-season. Within three years, the company had become a major exporter of Cape Flora, as well as Lilies and Liatris, serving UK packers from Johannesburg. A significant milestone was the collaboration of Afrex (previously known as Agriver) with Waitrose UK, which led to the launch of the retailer's first Cape Flora range. "This initiative reached over 700 supermarkets and sold more than 20,000 bouquets per week," says Taitz. Afrex also played a role in exporting Sweetheart roses from Zimbabwe to Canada, alongside many other floral exports to various destinations.
Unfortunately, the pandemic disrupted the business, but as freight rates stabilized to most destinations, Cape Town became a major hub again, and Afrex was able to re-establish itself in the global market.
© Afrex
What makes Afrex's flowers stand out?
What makes Afrex's flowers so special? "First of all, we offer a full range of flowers, including indigenous varieties," Taitz explains. "Proteas and other indigenous Cape Flora were previously exclusive to South Africa, but their production has spread to many parts of the world, making it a highly competitive market. While some farms have shifted to direct sales, we are able to offer a broad range of flowers from multiple farms rather than a limited selection from a single farm."
Another aspect that sets Afrex apart is its operational model. "We have daily deliveries, fresh from the farm. We do not hold stock but supply to order. On top of that, we offer competitive pricing due to our exchange rate advantage."
But delivering quality flowers is just the beginning. "Communication with growers, farm visits, and daily updates are critical. We ensure real-time updates, pictures, and information keep our clients ahead of the game. We also share our enthusiasm for Cape Flora by exhibiting at major international trade events such as IFTF in Holland."
Main markets and best-sellers
The majority of Afrex's products go to the Gulf region, Switzerland, UK, Central Europe, USA, and Japan in order of volume. The Far East is emerging as a fast-growing market with increasing demand. Proteas are their best-sellers, followed by Wax Flowers, Cymbidiums, greenery, bouquets, Cape Flora, Leucospermums, and Leucadendrons.
A particularly strong performer lately is the Cymbidium orchid, where demand consistently exceeds current supply.
© Afrex
New state-of-the-art facility for Afrex Johannesburg
Afrex Johannesburg has just moved to a new facility, just 5 km from the previous premises. "This modern state-of-the-art space is designed to enhance service quality with cutting-edge cooling and handling capabilities, including forced cooling and improved packshed, storage, and office facilities."
The PPECB and Department of Agriculture offices will also be moving to the same premises, ensuring smoother collaboration and streamlined processes. "Convenience is key. This new location offers hassle-free access without long queues or slow entry procedures. Refrigerated transport ensures a seamless cold chain from start to finish."
As of 7th April 2025, the new address is 23 Pomona Rd, Pomona. This is also the new home of PCA Logistics.
Future growth: Expanding markets and assortment
Looking ahead, Afrex aims to expand further into the USA and Far East. "These are large markets with significant potential. We used to supply high volumes to both the USA and China, but COVID-related disruptions, including the termination of direct flights from Cape Town, slowed our progress. It is taking time to re-establish a foothold, but we are committed to doing so."
In addition to expanding geographically, Afrex continues to seek out new floral varieties. "We are constantly looking for new floral products to add to our availability and new markets. We also explore innovative ways to meet customer needs more effectively."
For more information
Afrex
Etienne Taitz
Tel.: +27 82 6109078
Email: etienne@afrex2003.com
Martin Kabaka – Cargolite Kenya
Tel.: +254 722309318
Email: kabakam@2003.com
Stuart Burroughs – Cape Town
Tel.: +27 67 821 1728
Email: stuart@afrex2003.com
Oscar Biutah - Kenya
Tel.: +254717932052
Email: oscar@afrex2003.com