MEA | Q4 2025 8 Fruit Exporter of the Year 2025 - Western Cape Established in 2022, Fresh-X Pty Ltd (Fresh-X) is a South Africa-based fresh produce supplier that procures, packs, and exports the finest fruit and vegetables to more than 20 countries. It works with a range of importers across the globe, supplying them with fresh produce and shipping weekly to several international destinations. The company prioritises quality, integrity, and sustainability for a product and service offering that is nothing short of exceptional. Following Fresh-X’s success within the African Excellence Awards 2025, we speak to Founder and Managing Director, Dewald Brand to learn more. resh-X may be a young company, but it has proven itself mighty. It is a fast-growing fresh produce exporter with deep commitment to ensuring excellence in everything it does. The company maintains strict quality control from farm to container, from working closely with trusted growers to conducting regular inspections to ensuring its produce meets both local and international standards before being shipped off. As such, it values honest and transparent relationships, whether with its farmers, logistics partners, or global clients; thus, timely communication, clear documentation, and fair dealings are essential within everyday business. Of course, this leads to its commitment to sustainability, with supporting environmentally responsible farming and actively working to reduce waste and improve cold chain efficiency being high on the priority list. This ensures long-term viability for both the business and the communities it operates in. These values of quality, integrity, and sustainability are reflected in FreshX’s hands-on approach, where the management team, including Dewald himself, remains actively involved in sourcing, packing, and export logistics to ensure the highest of standards at every stage of the process. Dewald tells us, “Our mission is to connect Africa’s premium fresh produce with global markets through integrity, consistency, and sustainable partnerships – creating value for farmers buyers, and communities alike.” The current economic climate in Africa – where challenges include rising input costs, unemployment, and the need for export growth – means that Fresh-X’s mission remains especially relevant. It empowers local farmers by providing access to international markets, giving them the means to grow their businesses while creating local employment. This is while helping to build the reputation of Africa as a credible source of world-class fresh produce through dedication to quality and reliability, attracting long-term global trade relationships. Additionally, by operating with lean, efficient supply chains, this enables cost effective operations and waste reduction, making Fresh-X’s offerings competitive despite economic pressures. Lastly, the company’s commitment to ethical and sustainable practices supports broader regional goals around environmental responsibility and inclusive economic development. “Our mission is not just aspirational – it’s operational,” states Dewald. “It guides our decisions daily and ensures our growth contributes meaningfully to the broader African economic narrative.” Making it all happen is a dedicated team grounded in a positive culture of accountability, collaboration, and continuous improvement. Dewald tells us that “As a growing export business, we believe that building a solid company culture from the ground up is essential to long-term success”. The company invests in ongoing training and development of the team, whether it’s understanding international compliance requirements or mastering cold chain logistics, to ensure that everyone, no matter their role, understands the importance of their contribution toward the client experience. This comes alongside maintaining a flat structure with open lines of communication, encouraging everyone to share their ideas, flag issues, and take ownership, a culture of openness that helps with the proactive solving of problems and keeps service responsive. “Internally, we foster a mindset where “quality in, quality out” is more than a slogan – it’s a daily standard,” says Dewald. “Every action, whether in sourcing, packing, or logistics, is guided by the question: “How does this impact the end client?”” As Fresh-X continues to grow, its values will be preserved in a number of ways, notably by hiring people who align with its ethos of reliability and integrity; regularly reinforcing its mission and values in team meetings; and creating systems and SOPs that reflect its culture and make it scalable. Dewald states, “At its heart, our culture is not just about internal harmony – it’s about delivering consistent excellence to our clients by building a team that is skilled, motivated, and aligned with our vision.” Ultimately, it is easy to see what makes Fresh-X an award-winning firm, between its direct, personal involvement as an owner-managed business; dedication to quality without compromise; agility in an ever-changing market; and outstanding client-centric service. It has well and truly solidified its position as a leader within the industry – and we are excited to find out what’s next for the firm. Company name: Fresh-X Pty Ltd Contact name: Dewald Brand Email: [email protected] Website: www.fresh-x.co.za F
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