The inspiring story of a pioneer’s runaway success in sustainable floriculture.
When George Grib bought the farm Jansekraal in 1972, little did he know that this would be the foundation of his wife Joretha’s floral empire. Fast-forward to 1985 when Joretha saw an opportunity to tap into South Africa’s rich botanical heritage by cultivating Blushing Brides (Serruria Florida). She then started selling posies of these beauties to Citrusdal farm stalls.
Fourteen years later came the big break when Woolworths showed interest in her products. Joretha and her team were ready to step up to the plate: expanding the plantation to 1,8 ha – the world’s largest plantation of Blushing Brides for commercial use at that stage.
Today, the plantations span a whopping 26 ha, with varieties such as King Protea (Cynaroides), Pincushions (Leucospermum), Leucadendron ranges such as Rosette and African Tulip, as well as seasonal flowers to keep the Blushing Brides company. Grown in harmony with the region’s natural environment, these exquisite blooms are now cornerstones of The Flowershed—the Gribholm Trust farm’s thriving flower and bouquet operation which exports worldwide.
Sustainability at its core
Joretha explained that sustainability was evident in every aspect of the business. ‘All flowers are grown in open fields under the South African sun and production takes place within a 4-km radius of the farm’s state-of-the-art packing facility to minimise transport. Whenever possible, we use biological pesticides and fungicides to reduce environmental impact without compromising crop health.
‘Nothing goes to waste. Organic by-products such as leaves and broken flower heads are chopped up and transformed into compost, enriching the soil for future harvests. This closed-loop system nurtures farming for both people and the planet.’
Before entering the packing facility, all flowers are treated with fungicide to ensure longevity. They’re then graded meticulously by length, quality and size before being stored in one of three cold rooms to maintain freshness until they’re shipped.
Once orders are processed into bouquets or single-stem lines, they’re dispatched immediately to local distribution centres or flown to international markets. Remarkably, the average time from harvest to delivery is only 24 hours thanks to this streamlined operation.
Blooming beyond borders
Joretha confirmed that The Flowershed’s global hallmark was its thoughtfully designed bouquets, crafted with a focus on seasonality, freshness and unique combinations. ‘Whether it’s the delicate white of the Blushing Brides or the vibrant hues of Pincushions in Ayoba Orange and Tango, each bouquet tells a story of South Africa’s natural beauty.’
With 53 permanent staff members on board, she has ensured opportunities for skills development and career growth. Thus, under her leadership, The Flowershed has become more than a business; it’s a community.
And as the business still flourishes under management of the next generation, the mission is to continue balancing tradition with innovation. From the open fields of the Gribholm Trust farm near Citrusdal to the hands of flower lovers around the world, Joretha’s journey is a shining example of what can be achieved with passion, vision and a deep respect for nature.
FAST FACTS
To relax I do gardening & restore wooden furniture
My sport is walking
Favourite West Coast destination is Churchhaven
Best restaurant is The Traveller in Citrusdal
I love eating interesting meat dishes & salads
My signature drink is rock shandy
I enjoy reading mystery novels
