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Freshmark is the Group’s fruit and vegetable procurement and distribution arm and is a substantial business in its own right. It not only supplies fresh produce to Group stores within South Africa, but also to most of its outlets in other parts of the continent. Currently one of the largest buyers of fresh produce in South Africa, Freshmark also imports fruit and vegetables to ensure a wide variety and continuity of traditionally seasonal fresh produce. In the period under review it handled 292 000 tons of fruit and vegetables and provided stores with 440 different product lines.
The majority of our produce requirements are sourced directly from producers with the focus on a fresh promise to the customer. This practice also reduces packaging costs and unnecessary handling made possible by using returnable plastic crates.
 It operates its own network of distribution centres and refridgerated trucks; negotiates production contracts with some 500 large- and small-scale farmers in a number of countries; sources specialty fruit and vegetables on international markets, and plays a key role in equipping emerging farmers with the knowledge and skills to produce and meet international GLOBALG.A.P. standards.
Management stay in touch with the latest international research about new and improved varietals and a number of these have been introduced to the South African market over the past two years. In the light of the requirements of the new Consumer Protection Act all packaging was reviewed and displays product origin in addition to a schedule of nutritional values.
 International laboratories regularly audit all farmers that have GLOBALG.A.P. accreditation to ensure they comply with the food safety standards set.
Freshmark’s distribution and cooling facilities in Durban have been greatly extended while upgrades are at present being undertaken in Cape Town, Port Elizabeth and Polokwane.
Freshmark has also put into place a quality assurance program that is built around quality standards and food safety. These important principles are enforced in all distribution centres and at producers. Produce is tested daily for any deviation from specification requirements, as well as microbiological activity and chemical residues.
Contact Freshmark Divisional Office:
Telephone: +27 (0) 21 980 7000
Facsimile : +27 (0) 21 980 7090
PO Box 1456
Brackenfell, 7561
South Africa
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