After a third consecutive hailstorm destroyed Eldorado Fresh’s open-land lettuce fields in 2010, founder Ivo Rugani realised the farm needed a new direction. What initially seemed like a devastating setback became a turning point, transforming the business into one of South Africa’s most innovative farming operations.
Fifteen years later, Eldorado Fresh is the country’s largest producer of hydroponic iceberg and speciality lettuce, a key national supplier, and the Shoprite Group’s 2025 Supplier of the Year in the Fresh Produce category.
With traditional farming no longer viable, Rugani made a bold decision: converting the farm to mid-tech hydroponics, then a rare approach for iceberg lettuce growers.
Hydroponics offered precise control over temperature, moisture, and nutrition, reducing water use and ensuring consistent, year-round production. What began as a modest four-hectare project in 2012 has now expanded to 50 hectares, supported by a state-of-the-art vacuum cooling system that chills lettuce to 2°C within minutes, vital for freshness and shelf life.
Today, Eldorado Fresh supplies around half of South Africa’s marketed iceberg lettuce, alongside speciality varieties and celery.
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A partnership that changed everything
The transition required more than vision; it demanded the right partner. Freshmark, the Shoprite Group’s fresh fruit and vegetable procurement and distribution arm, recognised the potential.
“When we reached that tipping point, we approached the Shoprite Group with an idea that must have felt unconventional. They didn’t just listen, they saw how it could strengthen both our business and their supply chain,” Rugani said.
With shared commitment and investment, Eldorado Fresh doubled its hydroponic capacity within 18 months, confirming the market demand for reliable, high-quality lettuce.
Freshmark’s divisional head buyer, Pieter van Zyl, commended their efforts: “What Eldorado Fresh has achieved shows what’s possible when farmers innovate, and retailers support that innovation. Their consistency is remarkable, and this award is well deserved.”
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Despite its technological advancements, Eldorado Fresh remains a major employer in the Vlakplaas area of Gauteng, providing work for up to 500 people. Hydroponics has also created technical roles in climate control, crop monitoring, nutrient management, and equipment operation.
“Our employees are the backbone of our company. This method requires precision and teamwork,” Rugani said.
Neighbouring smallholders also benefit, with surplus leaves used as animal feed, while year-round production strengthens local food security.
A sustainable solution
Hydroponics offers predictability and water efficiency, and Eldorado Fresh is further expanding sustainability through diversified energy sources. The farm can operate on the national grid, generators, or a new 1.5MW solar installation, reducing operational risk and its carbon footprint.
“Eldorado Fresh didn’t just rebuild, they transformed. Their journey is an example for all South African farmers,” Van Zyl said.
Rugani’s advice for growers facing adversity reflects the principles guiding Eldorado Fresh: focus on your craft, expand carefully, reinvest consistently, and remain open to learning. “It’s the small details that build the legacy,” he concluded.
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