As Gauteng continues to position itself as South Africa’s logistics and export nerve centre, Afrex South Africa has made a bold investment in the province’s future with a brand-new, state-of-the-art facility in Pomona, Johannesburg. Just 5 km from its previous site, the upgraded facility features advanced cooling and handling systems, a modern packshed, and expanded storage and office space—all designed to maintain the highest standards in cold-chain logistics.
For Gauteng’s agriculture and logistics sectors, this marks a pivotal shift. “Our new Johannesburg facility is about reliability, speed, and quality,” says Etienne Taitz, Managing Director of Afrex. “It allows us to move fresh, high-value flowers from farm to export with greater efficiency than ever before.”
Driving agricultural exports from the heart of the country
Although many of Afrex’s partner farms are based in the Western Cape, Gauteng’s infrastructure has become crucial to bridging inland handling and international distribution. The new Pomona site also welcomes PPECB and Department of Agriculture offices under the same roof—streamlining inspections and reducing processing delays.
This integration is a game-changer for the province. By offering quicker clearance and seamless cold-chain logistics, Gauteng becomes more than a stopover—it becomes the launchpad for high-value agricultural exports.
A resilient exporter with roots in Cape Flora
Founded in 2003, Afrex quickly emerged as a leader in exporting South African Cape Flora—particularly Proteas, Leucospermums, and Leucadendrons—to global markets. A major milestone came when Afrex partnered with Waitrose in the UK to deliver Cape Flora bouquets to over 700 stores, reaching sales of 20,000 bouquets per week.
Though the pandemic brought airfreight disruptions, Afrex rebounded as Cape Town resumed its role as an international logistics hub. Today, the Johannesburg expansion strengthens the national distribution chain by enhancing local handling and reducing pressure on Cape Town’s ports and flights.
A fresh model for modern agriculture
Afrex’s operating model is built for both efficiency and farm viability. By sourcing fresh flowers daily from more than 30 farms—and supplying to order without holding stock—they ensure freshness, reduce waste, and support grower sustainability. This approach is made possible by Gauteng’s excellent transport networks and access to international freight routes via OR Tambo.
“We don’t just export flowers,” says Taitz. “We deliver freshness, variety, and value from farm to florist, every day.”
Looking forward: Growth from Gauteng outward
With their Johannesburg facility now fully operational, Afrex is targeting growth in key markets such as the USA, Japan, and China. They also plan to introduce new floral varieties, keeping South Africa’s floral exports competitive in a demanding global market.
For Gauteng’s farmers, agri-logistics operators, and exporters, Afrex’s investment is a blueprint for high-value, globally connected agriculture—driven by innovation, infrastructure, and a commitment to quality.