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Abstract

De Fynne Nursery, a black-owned agribusiness, has cemented a unique position in South Africa’s indigenous plants industry against all odds. With an undying passion for the horticulture industry, Jacky Goliath and Elton Jefthas, De Fynne’s cofounders, continue to live the dream that began in their backyard. Today, they sit in their new 22-hectare farm and muse over strategic decisions as they navigate the challenges of doing business in an emerging economy. This case study focuses on opportunities and challenges for De Fynne as it pushes into its next growth phase by looking at the changing competitive landscape, the balance between marketing existing products and innovating new products, and ways to become operationally efficient and profitable in both its nursery and the farm.

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