RSA Group
- Company typePrivate
- Founded1984
- HeadquartersGauteng, South Africa
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
RSA Group firmographics
Firmographics- Name
- RSA Group
- Legal name
- RSA Group
- Website
- https://rsa.co.za
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
RSA Group industry classification
Industry- Product category
- Agricultural Sales & Marketing Services
- NAICS
- Fresh Fruit and Vegetable Merchant Wholesalers (424480)
- SIC
- Wholesale-Groceries & Related Products (5140)
- akta.pro primary industry
- Fresh Produce Distribution (CRAOABAB)
- akta.pro secondary industries
- Fresh Produce Wholesale Distribution (CRAOAAAC), Import / Export Produce Wholesale (Cross-Border Trading) (AFAIACAH)
Keywords
Where RSA Group is headquartered
LocationHeadquarters
- HQ city
- Gauteng
- HQ country
- South Africa
- HQ region
- Africa
Offices17 records
Markets served
RSA Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Market Agent Commission: Market Agents earn commission on the gross value of produce sold. The commission is calculated on an Ad Valorem basis according to the gross value of the product. According to the Agricultural Produce Agents Act, the risk of profit or loss remains with the principal (farmer/producer) at all times.
- N'Voy Retail Channel Services: N'Voy aggregates producers to offer services in the retail channel including price negotiation, listing management, and category management. Lower costs are achieved through shared infrastructure.
- Freshworld Export Services: Export division providing procurement, client-based selling and marketing, and World-Class programme-based business for international markets. Revenue generated through export transactions.
- RSA Beyond Direct Trade: Direct trade service from farmgate to customer, providing logistical cost savings and purpose-specific orders as per customer requirements.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Commission-based pricing for market agents |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels9 records
RSA Group product offering
Product offeringCore offering
RSA Group sells and markets fresh fruit and vegetables on behalf of farmers across all four South African and international channels: traditional fresh produce markets (RSA Market Agents at 15+ locations), export sales (Freshworld from Stellenbosch), retail channel representation (N'Voy), and direct farmgate-to-customer online trade (RSA Beyond). The company earns commission on the gross value of produce sold and provides daily market intelligence, price discovery, logistics and administrative support to producers and buyers.
Product overview
RSA Group operates as a multi-channel fresh produce sales and marketing platform with four distinct service divisions. The core offering is RSA Market Agents, which provides market agency services linking farmers to buyers at fresh produce markets. This core is augmented by three specialized channels: Freshworld (export division handling international sales), N'Voy (retail channel representation), and RSA Beyond (e-commerce/direct trade service). Freshlinq branding extends to select regional markets. Together these divisions serve markets, export, retail, and e-commerce channels across South Africa and internationally.
Differentiator
Problem solved
Functional benefit
Products and services
- RSA Market Agents Market agency service that links farmers and producers with buyers at South African fresh produce markets, representing farmers to secure buyers at the best possible prices through transparent auction-floor transactions governed by the Agricultural Produce Agents Act.
- Freshworld (Export Division) Export division based in Stellenbosch that supplies high-quality South African fruit and vegetables to international supermarket retailers across 35+ countries, executing procurement, client-based selling, marketing and world-class programme-based export business on behalf of producers.
- N'Voy (Retail Channel) Service provider representing producers in the South African retail channel, managing all listing activities including growing programmes, packaging, logistics, innovation, category management and debtors with major retailers such as Pick n Pay, Woolworths, Freshmark, Spar and in2food.
- RSA Beyond Online service that distributes fresh produce directly from farmgate to customer across South Africa, offering farmers a direct channel to retailers, wholesalers and cross-border customers and reducing logistical costs by shortening the supply chain.
Quantifiable outcome
- Over 1 million tonnes of fresh produce sold annually
- +1 more outcomes
Companies that use RSA Group
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
RSA Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
RSA Group partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Pick n PaycoreMajor South African retail chain and current business partner for N'Voy retail channel services. N'Voy manages fresh produce supply relationships with Pick n Pay as part of its retail representation services.
- WoolworthscorePremium South African retailer partner for N'Voy retail channel services. Woolworths sources fresh produce through the N'Voy representation channel.
- FreshmarkcoreShoprite Checkers' fresh produce procurement division and N'Voy retail channel partner for fresh fruit and vegetable supply.
- SparcoreIndependent retail chain partner for N'Voy retail channel services, distributing fresh produce through Spar stores.
- in2foodcoreFoodservice company partner for N'Voy retail and supply services, providing fresh produce for food service industry.
- SunkistminorInternational citrus brand partnership for export marketing. RSA Group Freshworld works with Sunkist brand for international distribution of South African produce.
- Agricultural Produce Agents Council (APAC)coreStatutory body established under the Agricultural Produce Agents Act 1992 (Act 12 of 1992) that regulates and oversees fresh produce agents in South Africa.
- International Fresh Produce Association (IFPA)coreGlobal industry body for fresh produce. RSA Group is an active member and regular participant in IFPA Southern Africa events, conferences, and industry initiatives. RSA Group sponsors student attendance at IFPA conferences.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
RSA Group competitors and assessment
Company assessmentDirect peers
- Capespan: South Africa-headquartered global fresh produce supplier that sources, markets and distributes citrus, deciduous fruit and other produce internationally. Closest comparable to RSA Group: same South African origin, multi-channel distribution model, and focus on connecting Southern African growers to global buyers.
Regional players
- ZZ2: Major South African producer and marketer of tomatoes and other fresh produce with significant national distribution. Comparable to RSA in operating at significant scale within the South African fresh produce value chain, though primarily a producer-marketer rather than multi-channel agent.
- Nature's Pride: Netherlands-based importer and distributor of fresh fruit and vegetables serving European retailers. Comparable to RSA's Freshworld division in international programme-based fresh produce supply to supermarket retailers, though focused primarily on Europe as the destination market.
- T&G Global: New Zealand-headquartered global fresh produce distributor with branded apples (Envy, Jazz) and multi-channel reach across Asia-Pacific, Europe and the Americas. Comparable to RSA in operating a multi-channel fresh produce distribution platform across export markets, though geographically concentrated in NZ-origin supply.
- Dutoit Group: One of South Africa's largest fresh produce grower-packers-exporter across apples, pears, citrus, stone fruit and onions. Comparable to RSA in South African fresh produce scale, but primarily a vertically integrated grower rather than an agent/distributor model.
Broad incumbents
- Dole plc: Global fresh produce giant formed from Total Produce/Dole merger, with diversified multi-category fresh produce distribution and marketing across North America, Europe and Asia. Comparable in scale and multi-channel fresh produce distribution model, though much broader in category and geography.
- Greenyard: Belgian-listed global fresh, frozen and prepared produce company with end-to-end supply chain from grower to retailer. Comparable to RSA in operating a multi-channel fresh produce platform serving large European retailers and food service operators across multiple geographies.
- Fresh Del Monte Produce: Vertically integrated fresh produce producer-distributor operating plantations, shipping, ripening and distribution globally. Comparable to RSA's Freshworld division in international fresh produce supply chain execution, though Del Monte is upstream-integrated and brand-led rather than agent-led.
- Bonduelle Group: France-based global leader in fresh and processed vegetables with multi-channel distribution to retailers and food service across Europe and the Americas. Comparable to RSA in fresh produce scale and channel breadth, though Bonduelle skews toward processed/canned rather than pure fresh.
Emerging players
- AeroFarms: US-based controlled environment agriculture company producing leafy greens and berries at commercial scale using indoor vertical farming. Only a partial competitor to RSA on the production side, but emerging as a tech-enabled adjacent fresh produce supplier that could eventually compete for retailer shelf space alongside RSA-supplied produce.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RSA Group social profiles
Digital presenceRSA Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
RSA Group leadership team
Management profileNumber of profiles
Profiles2 records
RSA Group subsidiaries and ownership
Company hierarchySubsidiaries3 records
RSA Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RSA Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RSA Group
What does RSA Group do?
RSA Group sells and markets fresh fruit and vegetables on behalf of farmers across all four South African and international channels: traditional fresh produce markets (RSA Market Agents at 15+ locations), export sales (Freshworld from Stellenbosch), retail channel representation (N'Voy), and direct farmgate-to-customer online trade (RSA Beyond). The company earns commission on the gross value of produce sold and provides daily market intelligence, price discovery, logistics and administrative support to producers and buyers.
Is RSA Group a public or private company?
RSA Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was RSA Group founded?
RSA Group was founded in 1984. It employs 501 to 1,000 people.
Where is RSA Group based?
RSA Group is headquartered in Gauteng, South Africa, in the Africa region.
How does RSA Group make money?
Four revenue lines are on record. Market Agent Commission is the primary driver. The others are N'Voy Retail Channel Services, freshworld Export Services and RSA Beyond Direct Trade.
Who are RSA Group's main competitors?
Capespan is listed as a direct peer. Regional players are ZZ2, Nature's Pride, T&G Global and Dutoit Group. Broad incumbents are Dole plc, Greenyard, Fresh Del Monte Produce and Bonduelle Group. AeroFarms is listed as an emerging player.
Does RSA Group have an API?
No public API is recorded for RSA Group.
What industry is RSA Group in?
RSA Group's product category is Agricultural Sales & Marketing Services. Its primary akta.pro industry code is CRAOABAB, Fresh Produce Distribution, with a secondary code of CRAOAAAC, Fresh Produce Wholesale Distribution. Its NAICS code is 424480 and its SIC code is 5140.