In 1994, George Maxted established HarvestFresh Farms (HarvestFresh), which has since become one of the leading growers, packers, processors and distributors of high-quality and value-added fresh produce in South Africa.

His wife Tracey joined the business a few years after its establishment, and HarvestFresh Farms now prides itself as a family-run operation.

With its head office in Meyerton, Gauteng, HarvestFresh is well known among South Africa’s major retailers, and packs and distributes fresh produce to Freshmark, Pick n Pay, Woolworths, and Spar.

The HarvestFresh brand also features on the shelves of around 140 independent stores in Gauteng and the Free State, including those of Food Lover’s Market, and it also distributes its wide range of products to restaurants, hotels, and catering businesses across South Africa.

HarvestFresh is also a supplier to quick-service restaurants, including McDonald’s, Burger King, Hungry Lion, and Nando’s.

HarvestFresh grows a variety of leafy greens like spinach, kale, and cabbage, as well as broccoli, cauliflower, carrots, spring onions, leeks, and herbs. However, 65% of the business is centred on providing value-added products, such as salad packets, washed leaves, and ready-to-eat salads, all packaged to client specifications.

In order to provide its clients with fresh produce year-round, HarvestFresh procures produce from farmers mostly in Brits and Marble Hall during winter, while the company grows fresh produce on its various farms in the Midvaal area during summer, from August to May.

Reaching new heights

In 2017, Maxted read an article in the Sunday Times that had been written by former minister of finance Nhlanhla Nene. Nene, currently chairperson of Thebe Investment Corporation (TIC), wrote in the article about TIC’s intention to build a significant food services company within the next three years, with farmer development at the core of its strategy.

The article inspired Maxted, and despite the business’s success so far, he and Tracey decided that the business needed to be taken to the next level.

“A few weeks later, I started speaking with Mokgethi Tshabalala, then manager of Agricultural Processing at TIC, and within a year we brought TIC into the business as a 51% shareholder,” says Maxted.

He adds that the way the deal was structured with TIC allowed HarvestFresh to expand its operations with the construction of a new packaging facility and the acquisition of an additional 250ha of land.

“This probably wouldn’t have happened otherwise [without the partnership with TIC],” he says.

In 2022, HarvestFresh opened a new world-class processing facility in Meyerton, doubling the company’s capacity.

The new warehouse spans over 7 800m2 and has been specifically designed for the processing and packaging of washed products, such as salad packs and ready-to-eat salad bowls, as well as for produce for its quick-service restaurant businesses.

HarvestFresh’s first warehouse, which spans 5 300m2, is now a facility dedicated to the packaging of cut vegetables, such as unprocessed lettuce and cabbage heads, herbs, spring onions, peeled carrots, radishes and leeks.

“Both of our packaging facilities have significant production capacity and are equipped with the latest technology. This ensures that even the largest orders can easily be accommodated. On average, more than 300 different lines are packed here daily,” says Maxted.

Food safety, hygiene and consumer health and safety are top priorities for HarvestFresh.

“There is no compromise when it comes to the confidence and peace of mind of the consumers who enjoy our products. Our FSSC 22000 certification ensures strict food safety management and that the health and quality needs of all consumers are met,” says Maxted.

HarvestFresh has GlobalGAP certification, which highlights the company’s commitment to good agricultural practices. It is also certified by Farming for the Future, which encourages the sustainability of natural resources.

Some of HarvestFresh’s most successful divisions include the Hydroponics Farming division, headed by Siyabonga Mkhize, and the seedling nursery, managed by Pretty Jiyane.

HarvestFresh employs more than 800 full-time and seasonal labourers in the Midvaal area. Most of these labourers come from the local area. According to HarvestFresh, developing and training its workers is essential to the success of the business.

HarvestFresh and TIC are also passionate about uplifting the community, and supports several local small-scale farmers by advising them on plantings and markets, as well as purchasing products from them for further processing.

Visit harvestfresh.co.za, and thebe.co.za.