South African exporter Iris Fresh links growers to 17 markets
Iris Fresh, which began with a R25 000 investment and a Seychelles pineapple shipment, now sells in more than 17 countries.
Iris Fresh, a Cape Town-based exporter, has grown from a R25 000 start-up that began with a shipment of pineapples to the Seychelles into a business supplying buyers in more than 17 international markets across Asia, the Middle East, Europe and Africa. Founder Sandeep Valodia, a chemical engineering graduate from the University of Cape Town, lost about R20 000 on that first Seychelles shipment after underestimating the complexities of cross-border trade.
The company specialises in premium berries, speciality vegetables and exotic fruit rather than volume commodities. It works with growers in South Africa, Zimbabwe and Mozambique on market requirements, export specifications, quality control and logistics, and helps them meet export standards where needed. Its Berry Blossom brand markets blueberries and strawberries.
Iris Fresh combines produce from different growing regions into mixed consignments, giving international buyers a range of products through one export partner. Valodia says the company's role is to understand what buyers want, help growers meet those expectations and manage the steps in between.
Why it mattersSouthern African growers in South Africa, Zimbabwe and Mozambique gain help reaching buyers in more than 17 international markets through Iris Fresh.