• Trading Division
• Citrus Division
•  Flowers Division
  
  

  Wholesale Fruiterers is involved in the marketing and distribution of fresh fruit and vegetables and allied products throughout Zimbabwe. It operates from five branches strategically located in each of the major centres: Harare, Bulawayo, Kariba, Mutare and Victoria Falls. One of the largest distributors of horticultural products on the formal local market, Wholesale Fruiterers provides over 300 different varieties of fruits and vegetables to both the wholesale and retail trade.
  
  The infrastructure of the trading division includes over 12 000 cubic metres of cold stores throughout its distribution centres nationwide, diverse mechanisation and forklifts, pre-packing and washing machines, a high care vegetable preparation area and 20 000 square metres of warehousing.
  
  One of Wholesale Fruiterers' biggest strengths is the size and infrastructure of its distribution network - over 70 delivery vehicles move product efficiently and timeously between the various distribution centres and its customers. Through the Imports Division, Wholesale Fruiterers is able to supplement local needs when produce is in short supply or out of season, thus guaranteeing year round availability of produce.
  
  In 2000, Wholesale Fruiterers established a joint venture with Marlon Trading to market a wide range of imported and locally manufactured FMCG's and liquor. The synergy between the two companies is excellent, particularly through the consolidation of warehousing and distribution. The two companies offer a "one-stop shop" for their customers' fresh, dry and liquor grocery requirements.
  
  Wholesale Fruiterers' main focus is value adding through the formal retail and wholesale trade. It also looks at cross border trade into neighbouring countries.
  
  
  

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Mazoe Citrus Estates is one of the country's oldest agricultural estates totaling over 10 000 hectares. Primarily a large-scale producer of citrus fruits, citrus by-products, which include juice and oils, and a variety of cash crops. The citrus products are focused towards the lucrative export markets whilst cropping includes wheat, maize, soya, barley and pea beans.

Mazoe currently crops 2000 hectares of land, 1200 hectares of which is irrigable and is double cropped. The target is 1500 hectares under irrigation while still maintaining the same dry land area. 120 hectares is under horticultural crops.

Management's plans are to increase the number of hectares under citrus to 1000 hectares over the next five years. The primary objective of the planting programme is to maximise the export of whole fruit which accounts for over 60% of the turnover on the citrus, while non-exportable fruit will be processed into juice and oils through MCE's juicing plant. Fruit is also sold on the local market.

Citrus Projects is a network of citrus orchards and packhouses managed in partnership with rural councils and other local stakeholders, with Interfresh being responsible for production, financial and marketing management. They produce citrus fruits for both the local and international markets.

Citrus Division
Managing Director - Gabriel Chinembiri

 FLOWERS DIVISION

 Mazoe Flowers is a 50:50 joint floriculture venture between Interfresh and Dutch company, Netherlands Floriculture Investments D.V. The aim of the project is to grow roses and cut flowers for export. To date 25 hectares under plastic have been constructed with a further 5 heactares planned ocer the next two years.

Mazoe Flowers focuses on the popular "Sweetheart" and intermediate rose varieties, which are destined for Holland in particular, and Europe in general, both to the auctions and direct customers.

Mazoe Citrus Estates has allowed the group a unique opportunity to increase its production base and marketing activities, not only in fresh and processed citrus but also in other horticultural produce, inclusive of home projects.

The Mazoe Flowers project is in line with the group' s strategic focus, which is to increase and diversify activities within its core competencies, in particular, the value-adding export business.

Bloomfield Flowers (Pvt) Ltd is a 50:50 joint floriculture venture between Interfresh and Dutch company, Netherlands Floriculture Investments D.V. The main goal of the project is to grow roses for export. To date 5 hectares of greenhouses have been built and planted, and the company was recently issued an EPZ licence.

Bloomfield Flowers is concentrating on Intermediate roses and has planted the following varieties, Bodine, Modern Girl, Viva, Ice Cold, Wild Calypso and Samoa. All flowers are exported to Holland and sold on the European market.

The Bloomfield project is in line with the group's strategic focus, which is to increase and diversify activities within its core competencies, in particular, the value- adding export business.

Flowers Division
Executive General Manager - Trevor Royston