News » 18.09.2025 - The importance of fire in fynbos according to South African grower and exporter
Afriflora CC, a Fynbos harvesting and export company based in South Africa's Western Cape, continues to expand its range of dried and fresh products while maintaining a strong focus on sustainability and regulatory compliance. The business was established over 30 years ago by the Maree family and is now managed by Waldo Maree, who has taken over operations and continues to grow the company's presence in international markets.
The company has operated under the name Afriflora since 2004. While the name has sometimes been confused with that of the larger Ethiopian rose producer, Waldo notes that Afriflora CC is an entirely separate entity, focused exclusively on wild Fynbos. "We've been operating under the name Afriflora since 2004. Although we're often confused with the Ethiopian rose grower of the same name, we focus exclusively on wild Fynbos," he explains.
Company structure and product lines
Afriflora CC's operations are divided between dried and fresh product lines. On the dried side, the company focuses on a wide range of species, including Protea, Leucadendron, and Brunia, which are harvested and exported primarily to Germany. There, they are used in the production of Grabgestecke (grave wreaths), especially for All Saints' Day on November 1st. Waldo states that more than half of Afriflora's revenue is still derived from this segment, with Germany remaining the dominant market.
The fresh flower division supplies vase Fynbos to the Netherlands, where the products fall under the "Cape Greens" category and are used in floral arrangements. Species include Bruniatipes and Leucadendron, with the harvest season typically running from September through December. "Everything in the fresh export category currently goes to a single client in the Netherlands. We're planning to expand that offering over the next few years."
Harvesting model and sustainability
Afriflora does not operate traditional greenhouses or intensive farming systems. Instead, the company sources its plant material directly from nature, working with private landowners and in cooperation with CapeNature, the local environmental regulatory body. Land is registered for harvesting through lease agreements, and CapeNature issues species-specific permits based on ecological assessments. "We register natural fields for harvesting in cooperation with landowners, who lease us the rights. CapeNature then issues permits based on species and harvest volumes," Waldo explains.
The harvesting method is designed to support long-term sustainability. Proper cutting techniques encourage regrowth, similar to how pruning improves quality and yield in cultivated perennials. "As with any perennial crop, proper pruning leads to stronger stems and better flower heads. Our approach ensures sustainable yields over multiple years," he says. Afriflora also actively manages invasive species and uses selective cutting to preserve ecological balance across its harvesting sites.
The role of fire in Fynbos ecosystems
Fire plays an essential role in the ecology of the Fynbos biome, and Waldo emphasizes that this is a natural and necessary process. Many species within the Cape Floristic Region rely on fire for regeneration. "Some dominant species, like Protea neriifolia, can suppress smaller plants like Brunia. A field burn every 8–10 years resets the ecosystem and allows other species to reestablish," he explains.
However, the timing of fires is critical. Many species require four or more years to produce viable seed, and fires that occur too soon can wipe out local populations permanently. "If a fire comes too early, say within four years, it destroys species that haven't had time to produce fertile seeds. That's how entire species can be lost permanently in that area," he notes.
This fire-driven alternation helps maintain biodiversity and allows faster-growing species to establish before being overtaken by larger, slower-growing plants. The company monitors these cycles carefully to ensure harvesting aligns with ecological dynamics.
Market conditions and export logistics
Most of Afriflora's products are exported, with dried flowers shipped primarily via air freight due to their fragility, and fresh products transported in containers. Waldo acknowledges that South African infrastructure can be a constraint and that freight remains a major cost component. "Freight is one of our biggest cost components. Air cargo is essential for fresh flowers due to their short shelf life and cold chain requirements, but it's expensive. Sea freight works well for dried flowers, which are less sensitive and can handle longer transit times."
Despite these logistical challenges, he believes Afriflora's geographical and botanical uniqueness provides a competitive edge. The Cape Floristic Region offers access to endemic species not found anywhere else in the world. "Our raw material is right here, and we only need to focus on sustainable use of that natural resource," he adds.
Expansion plans
The company plans to increase its dried flower exports to Eastern markets while strengthening its client relationships in Germany and the Netherlands. There are also plans to broaden the fresh product range, both in terms of species and production volume. "At this stage, our current clients want more than we can supply. It's a growth opportunity, but it needs to be approached carefully to maintain quality and ecological sustainability."
"Our goal is to grow without compromising the sustainability of our source fields. That's the only way this model can work long-term," he concludes.
Source: www.floraldaily.com
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