Cool Fresh 2.23

Swimming upstream!

Cool Fresh International has its roots way back in 1957.

Since then, we have believed that success stems from not doing the same thing over and over and over again. Instead, we have developed into a learning organisation which is continuously scanning the macro and micro environments within which we operate, always on the lookout for new opportunities and partnerships.

Today, swimming upstream is second nature to our dedicated team of people, many of whom have pioneered new markets and concepts.

For instance, we partnered with emerging farmers in Namibia when corporate social responsibility was merely a catch phrase. With Freedom Fruit, we dared to challenge the established order in terms of ethical trading at a time when we were warned not to do so.

Stars in their Eyes was and to this day remains a groundbreaking project with amazing results. At the beginning all around us we heard 'What is a fresh produce company doing with a football project???'. Well, be brave and go and have a look......

We have been active in ‘traditional’ fresh produce trading since 1957, but we continuously search for the competitive edge – often creating new systems and concepts. We love being innovative. The bigger the challenge, the more fun we have!

But always with a very serious focus – improving our product range and quality of service to our clients.