About Us

Our Story

Founding history

Farmwise was established in 1989 by a group of forward-thinking farmers who identified a gap in the market for a reliable, year-round supply of high-quality potatoes. Their vision was to create a trusted agricultural brand that would provide consistent, premium produce to consumers across South Africa. What began as a focused potato initiative has evolved into a leading fresh produce supplier, delivering a diverse range of vegetables and fruits to major retailers nationwide.

“Rooted in purpose & growing for tomorrow”

Three men working in a cultivated field, one digging in the dirt with a shovel while two others observe.
“Our commitment to excellence ensures that every product we supply meets the highest standards of quality and freshness.”
— Raymond Da Costa (MD)

Farmwise History Timeline

  • Close-up of a metallic ruler with black markings on a gray background.

    1987

    Founded – 19 Producers, 5 Regions Branding

  • Close-up image of a gray hard plastic ruler with black measurement markings.

    1999

    Started Supplying Freshmark

  • Close-up of a metallic ruler with black markings for measurement.

    2001

    Opened Woolworths Account – Focus: Potatoes

  • Close-up of a gray ruler with black markings and numbers, showing measurements in inches.

    2005

    Core Lines Established – Potatoes, Onions, Sweet Potatoes, Butternut

  • Close-up of a silver retractor instrument with black handles, used in surgical procedures.

    2011

    Opened High Care Facility

  • Close-up of a metal ruler with measurement markings.

    2013

    New Facilities in KZN & GAU – Closer to DC Regular Supply

  • Close-up of a clear plastic ruler with black measurement markings placed on a surface.

    2018

    Subtropico Buys into Farmwise

  • Close-up of a metallic ruler with black markings, showing measurements in inches and centimeters.

    2022

    Technology Upgrade & Addition of Farmwise Cape

  • Close-up image of a ruler with black markings on a gray background.

    2023

    Kitchen Upgrade – Increased Capacity

  • Close-up of a metal ruler with measurement markings in inches.

    2024

    Increased Basket Offering

  • A green leaf resting on a clear, elegant glass cup filled with black coffee on a white surface.

    2025

    Expansion into Value-Add Products, Dried & Frozen Produce

Our Company Structure

Farmwise is part of the Subtropico Group, a key player in South Africa’s agricultural landscape. At the core is Farmwise Marketing, our central procurement and packing hub, and head office. Within the Farmwise group is Farmwise Cape, which focuses on artichokes, ginger and garlic; Farmwise AgriDry which produces value-added dried fruit and vegetables; and Zire, which handles fruit ripening, and staging. Together, this structure enables us to deliver excellence across the entire fresh produce value chain.

Diagram showing the brand hierarchy of Subtropico and its affiliates, including Farmwise with three brands: Farmwise, Farmwise Cape, and Farmwise AgriDry, plus Zire.

    • Majority Shareholder in FarmWise since 2017.

    • Other Investments: National market agents, livestock auction houses, and broader agricultural portfolio.

    Visit Subtropico

    • Location: Centurion, Gauteng

    • Core Focus: Potatoes, Butternut, Onions, Sweet Potato, Gem Squash, Beetroot

    • Additional Offerings: Leeks, Brinjals, Rhubarb and Parsnips.

    • Fresh produce packer and procurement hub 

    • High Care facility creating baked, diced and ready to eat meals

    • Location: Stellenbosch, Kloppenwitz.

    • Core Focus: Subtropical foods including bananas, mangoes, papaya, and peppadews.

    • Additional Offerings: Garlic & ginger supply to retail.

    Visit Farmwise Cape

    • Acquisition Date: January 1, 2025.

    • Location: Tzaneen, Limpopo

    • Core Focus: Dry foods sector, with mangoes and plans to expand into peppers and tomatoes.

    • Established: 2020.

    • Location: Pretoria

    • Core Function: Fruit ripening facility, cross docking, and staging

    • Products: Bananas, Garlic, Ginger.

Our National Footprint

Farmwise operates a dynamic, nationwide network, ensuring fresh produce reaches retailers efficiently. With key divisions like Farmwise Cape, Farmwise AgriDry, and Zire, we seamlessly source, process, and distribute high-quality fruits and vegetables. Supplying major retailers and exports, we guarantee year-round availability through our strategically positioned operations.

At Farmwise, our greatest strength is our people. From skilled production teams and dedicated operational staff to forward-thinking management and innovative food developers, every individual plays a vital role in our success. Many of our team members have been with us for over a decade—a testament to the culture of trust, growth, and shared purpose we’ve built. It’s this passionate, hands-on team that ensures every product we deliver reflects our commitment to quality, consistency, and care.

Our People

Three potatoes with cartoon eyes and glasses drawn on them, arranged in a row on a white background

The Best Potatoes

Our Employee of the Month

Our Directors

  • A man with brown hair, blue eyes, and light stubble, smiling, wearing a white shirt and black jacket, standing against a plain light background.

    Raymond Da Costa

    Managing Director

    With a deep-rooted passion for fresh produce and an eye for innovation, Raymond has been instrumental in driving Farmwise’s growth from a local supplier to a major industry leader. Under his leadership, the company has expanded into new markets, embraced value-added products, and strengthened relationships with top retailers. His strategic vision and commitment to excellence ensure that Farmwise continues to set new standards in the fresh produce sector.

  • Portrait of a man with short black hair and a trimmed beard, wearing a white button-up shirt, standing against a plain light background.

    Macdonald Chipungu

    Operational Director

    Macdonalds’ journey at Farmwise began on the production floor, where his keen problem-solving skills and leadership potential quickly saw him rise through the ranks. Now overseeing operations, he ensures efficiency at every level of the supply chain, from farm to retailer. His hands-on approach, combined with his dedication to quality and continuous improvement, plays a key role in Farmwise’s reputation for reliability and excellence.

  • A man with glasses and a shaved head smiling, wearing a black button-up shirt, standing against a light gray background.

    Muller Coetzee

    Financial Director

    Numbers drive success, and Muller has been at the financial helm of Farmwise, ensuring the company’s growth is both sustainable and strategic. Since joining in the early 2000s, he has played a pivotal role in financial planning, investment decisions, and risk management. His deep understanding of the agricultural sector and commitment to financial excellence keep Farmwise moving toward long-term success.

Community Involvement

Farmwise is committed to supporting local communities and farmers. Every month, 25–30 tonnes of fresh produce are donated to orphanages and food-insecure communities.

For over 30 years, the company has also sponsored rural schools, helping to improve education. Additionally, Farmwise invests in small rural schools, local businesses, and agricultural training initiatives, ensuring long-term growth and sustainability in the farming sector.

Explore Our Products & Services