Introduction to Freshmark Systems

FRESHMARK SYSTEMS is a dedicated and experienced partner to the fresh produce industry. Starting in 1987, Freshmark Systems pioneered the computerisation of fresh produce markets in South Africa. Since 1987 we have played a leading role in the development and growth of the industry.

Freshmark is not just an IT company. Translating business needs into technology solutions within the fresh produce industry requires a set of unique skills, experience, resources, relationships and infrastructure. Our experience over the last 30 years enables us to have a deep understanding of our clients’ businesses and processes, at both the micro and macro levels. Freshmark Systems continues to develop customized solutions, enabling our clients to turn their vision and strategic goals into a day-to-day operational reality.

Our systems are robust and specifically designed to function in the unique and challenging high volume trading environment of a produce market. 22 Fresh produce markets across South Africa and its neighbouring states use the Freshmark solution. Annually the system facilitates the trade of around ZAR 14 Billion ($1.16 Billion). More than 1400 system users, various government structures, statutory bodies, inspection authorities, thousands of buyers as well as growers interact with our systems on an annual basis. We process more than 31,000,000 (31 million) transactions every year.

The fresh produce industry continues to benefit from our strategic input, shared knowledge model, economies of scale, centralised development, research & development and industry standardisation initiatives. Our stability, credibility, focus and dedication to the fresh produce industry is unparalleled. We play a unique role in the industry and is seen as the “IT Department” of the South African fresh produce markets. This aspect sets us apart and makes us a valuable partner within a fresh produce value chain.

Freshmark applies this unique blend of industry knowledge, ICT skills, professionalism and integrity to empower all our clients and stakeholders to transact within an environment that they can trust and grow their businesses.

We provide the following technical expertise:

  • Viability and feasibility studies surrounding the establishment of markets
  • Strategy development
  • Business and marketing plan development
  • Institutional/regulatory frameworks
  • IT Infrastructure scope, planning, design and implementation
  • Operational process flow and workflow design
  • Online real-time market trading system (Auction, wholesale or ad-Velorum commission based)
  • Cashless trading
  • Food hubs and food distribution systems (School feeding schemes, food banks etc.)
  • Packhouse and warehouse management
  • Information consolidation and distribution
  • Data integration
  • National Agriculture Information Systems(NAIS) for government
  • Management reporting and business intelligence
  • Training and skills development
  • Technology architecture, design and implementation

Our commitment to the industry and our clients, extensive IT skills coupled with our extensive knowledge of the industry, means that we are the partner of choice to deliver sustainable solutions for both government and the private sector.

Please visit for more background.

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