After a third hailstorm in consecutive seasons destroyed Eldorado Fresh’s lettuce fields in 2010, founder Ivo Rugani knew the business needed a new direction.
The lettuce producer Eldorado Fresh faced a crossroads after losing another crop to hail – and made a decision that would define its future. Moving to hydroponics transformed the business into the country’s largest producer of hydroponic iceberg and other lettuce varieties, and earned it recognition as Shoprite’s 2025 Supplier of the Year in the Fresh Produce category.
From Crisis to Innovation
Rugani recalls the challenging period when open-land farming proved unsustainable. “We needed to think differently,” he says. The solution came in the form of hydroponics, a mid-tech farming method that uses water efficiently and enables consistent year-round production.
But innovation alone wasn’t enough. When Rugani approached the Shoprite procurement arm Freshmark with the ambitious hydroponics plan, he found more than just a customer; he discovered a true partner.
Also read: How 7 visionaries turned a 35m² yard into Limpopo’s aquaponics tourism and education hub
“They didn’t just listen; they saw how it could strengthen both our business and their supply chain,” Rugani says. This partnership proved transformative, enabling Eldorado Fresh to double its hydroponic capacity within 18 months through shared commitment and strategic investment.
Scaling Success
The results speak volumes. Eldorado Fresh has expanded from 4 to 50 hectares of hydroponic production, establishing itself as a leader in the sector. The company’s commitment to sustainability extends beyond water-efficient farming – the operation now runs on solar power via a 1.5MW installation, further supporting its environmental goals.
Pieter van Zyl, divisional head buyer at Freshmark, emphasises the significance of this transformation: “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.”
Also read: KwaZulu-Natal rural women fight poverty through hydroponics
Beyond the Bottom Line
The impact extends far beyond production figures. Eldorado Fresh employs up to 500 workers, and has created technical roles that didn’t exist before. The operation also supports smallholders by supplying surplus crops for animal feed, contributing to food security in the surrounding area.
Hydroponic farming requires precision and good teamwork. “Our employees are the backbone of our company,” Rugani says.
Lessons in Partnership The relationship between Eldorado Fresh and the Shoprite Group demonstrates the power of mutual support in agriculture. While Eldorado Fresh grew into a reliable lettuce supplier, Shoprite strengthened its supply chain, leading to a win-win partnership.
Van Zyl reflects on their journey: “Eldorado Fresh didn’t just rebuild; they transformed. Their journey is an example for all South African farmers.”
Also read: Growing success: A herb farmer’s journey
