What Allways Fresh does

Allways Fresh is a South African packhouse corporation established in 2016 and headquartered in Germiston, Gauteng, with an additional branch in Cape Town, Western Cape. The company operates as a B2B supplier of fresh vegetables directly to major South African retailers, distributing an eleven-category portfolio that includes butternut (9,000 tonnes annually), gem squash (220 tonnes/month), potatoes (30,000 tonnes annually), onions (18,000 tonnes annually), sweet potatoes (9,400 tonnes annually), carrots (2,490,000 kg annually), beetroot (1,384,000 kg annually), peppers, tomatoes, ginger, and garlic. Sourcing is managed through a network of regional growers across Western Cape, Limpopo, North West, and Northern Cape, enabling year-round availability across seasonal windows.

The core operational asset is a 12,000 m² packhouse facility opened in 2021 in Gosforth Park, Germiston, with simultaneous capacity for 1,500 tons of fresh produce (approximately 50 interlink trucks). Technology is limited to conventional supply chain and packhouse operations; there are no disclosed proprietary software platforms, APIs, AI/ML systems, or data products. The company maintains a public-facing website with product information, recipes, and NPO partnership profiles, alongside a presence on Facebook, Twitter, Instagram, and Google.

Commercially, Allways Fresh generates revenue through transactional wholesale supply of packaged fresh produce to retail buyers, with pricing not publicly disclosed and no evidence of long-term fixed contracts or technology-enabled pricing tiers. The company is privately held with no recorded external funding rounds, no parent or subsidiary entities, and is led by a Director identified as Roelf. Headcount is in the 1,001–5,000 range, and operations remain confined to South Africa with no stated international footprint.

Name

Allways Fresh

Legal name

Allways Fresh

Website

https://allwaysfresh.co.za

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Allways Fresh is a South African packhouse corporation established in 2016 that supplies fresh vegetables — including potatoes, onions, sweet potatoes, butternut, and gem squash — directly to major South African retailers from facilities in Gauteng and Cape Town.

Ownership category

akta.pro rank

Product category

Fresh Produce Distribution

NAICS

Fresh Fruit and Vegetable Merchant Wholesalers (42448)

SIC

Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Fresh Produce Packhouses (Fruits & Vegetables) (AFAOAGAA)

akta.pro secondary industries

Fresh Produce Distribution (CRAOABAB), Fresh Vegetable Wholesale (AFAIACAB), Fresh Produce Wholesale Distribution (CRAOAAAC)

Keywords

• Fresh vegetable supply
• Packhouse operations
• Produce distribution
• Vegetable wholesale
• Agricultural supply chain

Headquarters

HQ city

Johannesburg

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Fresh Vegetable Supply: Supply of fresh vegetables including butternut, gem squash, potatoes, onions, peppers, tomatoes, sweet potatoes, ginger, garlic, carrots, and beetroot directly to major South African retailers. Revenue is generated through the sale of packaged fresh produce.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Allways Fresh is a packhouse corporation that sources fresh vegetables from a network of South African regional farmers and supplies graded, packaged produce (butternut, gem squash, potatoes, onions, peppers, tomatoes, sweet potatoes, ginger, garlic, carrots, and beetroot) directly to major retailers in South Africa. The company operates a 12,000 m² facility in Gauteng with 1,500-ton capacity and a branch in Cape Town to provide year-round availability of fresh produce.

Product overview

Allways Fresh is a packhouse corporation established in 2016, operating as a vegetable supply chain company with facilities in Gauteng and Cape Town. The company specializes in supplying fresh vegetables directly to major retailers in South Africa. The product portfolio includes eleven distinct fresh produce categories: Butternut (9,000 tonnes annually), Gem Squash (220 tonnes monthly), Potatoes (30,000 tonnes annually), Onions (18,000 tonnes annually), Peppers, Tomatoes, Sweet Potatoes (9,400 tonnes annually), Ginger, Garlic, Carrots (2.49 million kg annually), and Beetroot (1.38 million kg annually). The company operates a 12,000 m² facility with capacity for 1,500 tons of fresh produce, serving as a packhouse and distribution hub connecting South African farmers with retail markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Butternut Butternut squash supplied in sizes from 350 grams to 1.3 kg per fruit, sourced from a network of South African regional farmers with approximately 9,000 tonnes supplied annually for retail sale.
• Gem Squash Summer squash variety supplied with current output of 220 tonnes per month, scaled from an initial 20 tonnes per month, including re-introduced 'table Queen' and 'white gems' varieties for retail sale.
• Potatoes Potatoes supplied at 30,000 tonnes annually to major South African retailers under strategic growing plans with quality specifications.
• Onions Onions sourced from Western Cape, Limpopo, North West, and Northern Cape regions at approximately 18,000 tonnes annually, including red onions (70% locally grown) with limited European imports during mid-October to January.
• Peppers Peppers in multiple colours and varieties (bell peppers, conical peppers, and smaller cherry peppers) supplied to major South African retailers.
• Tomatoes Tomatoes including round, saladette, and speciality varieties supplied at class 1 quality to major South African retailers.
• Sweet Potatoes Sweet potatoes in multiple colours (including Kara orange and white varieties) at approximately 9,400 tonnes annually, all grown in South Africa and supplied to retail markets.
• Ginger Fresh ginger supplied to retailers with a 50/50 split between local and imported sources, with local growers providing storage extending availability to nearly year-round.
• Garlic Garlic traded in 'Egyptian white', 'Giant garlic', and 'Solo Garlic' varieties in white, purple, or pink colours, with South African partners supplying mainly from September to December and February to March.
• Carrots Carrots in orange, purple, black, red, white, and yellow cultivars supplied at approximately 2,490,000 kg per year, all domestically cultivated.
• Beetroot Beetroot supplied at approximately 1,384,000 kg per year, an edible taproot closely related to Swiss chard and sugar beet, rich in vitamin C and antioxidants.

Quantifiable outcome

• Gem squash category grown from 20 tonnes/month to 220 tonnes/month

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Regional South African FarmerscoreOthersNetwork of regional farmers who grow produce for Allways Fresh, enabling year-round supply across different seasonal availability windows from Western Cape, Limpopo, North West, and Northern Cape.
• Waterfall Laxmi Kali Shiva TempleminorOthersNPO partnership - Allways Fresh supports this spiritual organization following Hindu principles that serves all communities and religions.
• Sole2SoleminorOthersNPO initiative founded in 2017 that collects second-hand shoes for those in need. Has collected over 85,000 pairs of shoes for distribution to communities, underprivileged schools, and orphanages.
• SPCA (Cape of Good Hope SPCA and Animal Welfare Society of SA)minorOthersAllways Fresh donates fruits and vegetables to support animals affected by devastating fires, providing food for animals still in hiding or distress.
• Laerskool UnitasminorOthersAllways Fresh hosted a golf day fundraiser that raised R110,000 for Laerskool Unitas, a school in the central Bosveld area serving 77 learners from various surrounding areas.
• Katlehong Home Based CareminorOthersNPO providing care and support to orphans, vulnerable children, elderly citizens, and abused victims through home-based care, youth services, and community development initiatives.

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Subtropico: Subtropico operates South African fresh produce packhouse and distribution operations supplying major retailers and foodservice operators. Comparable to Allways Fresh on B2B retailer-centric packhouse and category-supply model.
• Nature's Garden: Nature's Garden is a South African fresh produce pre-pack specialist serving major supermarket retailers with pre-cut, washed, and ready-to-cook vegetable lines. Comparable on B2B retailer supply and packhouse-led value-added fresh vegetable categories.
• The Fruit Farm Group: The Fruit Farm Group is a South African fresh produce packhouse and exporter operating packhouse facilities and supplying international retailers. Comparable on packhouse-centric fresh-produce-to-retailer supply, though with greater export focus.
• Capespan: Capespan is a South African-headquartered global fresh produce marketer and distributor supplying major retailers worldwide. It is the closest direct comparator on integrated grower-sourcing, packhouse operations, and B2B retailer supply.
• Tru-Cape Fruit Marketing: Tru-Cape is South Africa's largest apple and pear marketer, packaging and distributing fresh fruit to major retailers and exporters. It mirrors the Allways Fresh packhouse-plus-retailer B2B model in the fruit category.

Broad incumbents

• Greenyard: Greenyard is one of Europe's largest fresh produce suppliers, integrating sourcing, packing, and retailer supply chains. It is comparable on the packhouse-to-retailer supply model, though operating at global scale and breadth.
• Fresh Del Monte Produce: Fresh Del Monte is a vertically integrated global producer, packer, and distributor of fresh fruit and vegetables. It overlaps with Allways Fresh on integrated grower-to-retailer supply chains in fresh produce categories.
• Dole plc: Dole plc is a global fresh produce grower, packer, and distributor serving major retailer and foodservice customers across multiple categories. Comparable to Allways Fresh on multi-category fresh produce packhouse operations and B2B retailer supply.
• Dutoit Group: Dutoit Group is a major South African fresh produce grower, packer, and distributor supplying local retailers and global markets. It competes with Allways Fresh for grower supply, packhouse throughput, and retailer shelf space.
• ZZ2: ZZ2 is one of South Africa's largest vertically integrated fresh produce producers, with major tomato, onion, and avocado volumes. It overlaps with Allways Fresh on category, retailer supply, and grower-network operations, but at materially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/SaAllways
• Facebookfacebook.com/allwaysfreshSA
• LinkedInlinkedin.com/company/allways-fresh-sa-pty-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allways Fresh