A farm-fresh experience

During a period of uncertainty surrounding the supply of fresh food to consumers, three business owners with extensive experience in wholesale operations saw an opportunity to fill a gap in the market.

Today, the combined experience of Driaan Vorster, Riaan Gabrielsen and Janita Copley forms the foundation of Harvest Fresh Store.

Driaan and Riaan are part of DD Fruits and Vegetables, a father-and-son wholesale produce business supplying the hospitality industry. Janita owns Pink Petal Flowers and Hampers, a business specialising in floral arrangements and corporate gifting.

According to Driaan, the idea for Harvest Fresh Store emerged during the Covid-19 pandemic, when they began supplying fresh produce directly to members of the public.

"It started during the Covid-19 pandemic as an online business operating from our wholesale premises," he says. "The aim was to offer fresh produce through our wholesale network."

The positive response encouraged them to expand the concept. Driaan and Riaan later partnered with Janita to open a retail outlet for customers who preferred an in-store shopping experience.

Today, Harvest Fresh combines online ordering with a physical store offering fresh produce, nuts, seeds, flowers and a range of health-focused products.

Produce and flowers are sourced through established wholesale operations and long-standing supplier relationships, says Driaan.

"These partnerships allow us to maintain consistent quality and reliability. We focus on sourcing local produce and locally grown flowers to support farmers."

The business also works with small-scale farmers, creating opportunities for them to supply produce directly to the store.

"The main criteria are freshness, affordability and consistency," says Driaan. "We aim to get fresh produce to customers as quickly as possible."

He says the long-term goal is to receive fresh produce daily, creating a closer connection between local growers and consumers in Windhoek.

Driaan believes many consumers still prefer purchasing directly from farmers and local markets.

"While larger retail stores offer convenience, they often cannot compete with produce that has a much shorter period between harvest and sale," he says.

"Customers are increasingly conscious of their food's origin, freshness and storage duration before it reaches the shelf. Produce sourced closer to the consumer generally lasts longer and provides a more authentic experience."

He says Harvest Fresh aims to combine the freshness associated with farmers' markets with the convenience of modern retail and online shopping.

Although the business has not yet completed its first year of operation, Driaan says its ambitions continue to grow.

"We are passionate about building a business that serves the community while promoting healthier, fresher and more sustainable living," he says.

One development is Driaan's own market garden, which focuses on organically grown produce. He says this forms part of the business's long-term vision to offer even more locally grown products directly to customers.

"We are also actively working to become involved in more farmers' markets and health markets, where we can continue building relationships with local growers, suppliers and customers."

The business also hopes to expand its range of locally produced health products and fresh produce while maintaining what Driaan describes as a community-centred shopping experience.

Looking ahead, he hopes Harvest Fresh will become known as a trusted destination for locally sourced produce and support for Namibian growers.

W: namharvest.com; E: [email protected]; F: Harvest Shop Windhoek