Agricultural exporting is a high-risk, high-pressure field shaped by weather, currency and market volatility. Yet, within that space, Dewald Brand has built a reputation for reliability and results. His company, Fresh-X, was founded on the belief that scale is only as valuable as the relationships behind it. That belief, combined with his cross-continental experience, has positioned him as one of the most trusted names in South African agribusiness.
Dewald’s story is not one of instant success or inherited privilege. It is a story that stretches from the Swartland region where he grew up to boardrooms across Africa and beyond.
Roots in the Swartland
Born in Cape Town as one of three siblings, Dewald spent his formative years in Malmesbury, a small town nestled in the wheat fields of the Swartland. His parents worked in formal banking roles with Volkskas Bank and their values laid the foundation for his future. “I grew up in the Swartland, more specifically Malmesbury where I spent my formative years and eventually finished high school in the Northern Suburbs of Cape Town.”
After high school, he chose to travel rather than jump directly into higher education. “I decided to take a gap year and go and work in the United Kingdom straight out of high school.” The experience expanded his worldview and upon returning home, he initially enrolled to study Wine Making at Elsenburg, drawn by his love of the outdoors. But life, again, had other plans.
That unexpected coffee meeting marked the beginning of a career in fresh produce that would span multiple roles and continents. “By chance, I was asked for a coffee at Cape Town International Market in Epping at Boland Market Agency and one hour later, walked out with a job offer as a Market Agent, starting my career in Fresh Produce.”
“I enjoyed various roles after that in Logistics, Supply Chain, Marketing, Procurement and Commercial, all in Fresh produce, both locally and internationally, (spending 7 years in the United Kingdom).”
Never content with just hands-on experience, Dewald deepened his knowledge base academically while building his career. “Recognising that experience alone is not enough, I completed my Bachelors degree in Marketing and Business management part time whilst working, getting an opportunity to apply the theoretical knowledge in my day to day.”
The Birth of Fresh-X
Dewald’s entrepreneurial vision was always clear, even if the timing had to align with experience. “It has always been my ambition to start and run my own company but have realised at a young age that you need a full, well-developed profile with relevant experience to understand risk, leverage opportunities and create beneficial networks within your proposed micro and macro environments.”
That understanding led to the creation of Fresh-X, a company that stands apart in a competitive agricultural landscape with over 250 registered exporters. Fresh-X offers global market access with a uniquely personal approach. “Although the Big Exporters do a fantastic job, some of the Producers/Packers/Exporters prefer to work with smaller companies such as Fresh-X where we offer similar market access to various global destinations with a more personal approach.”
Fresh-X is headquartered in South Africa and has carved out a distinct niche by balancing agility with professionalism. “You must constantly evolve, manage risk, seek new marketing opportunities and leverage cost chain efficiencies to stay ahead of the pack.”
Staying Ahead in a Shifting Landscape
Operating in agriculture in South Africa means constantly navigating external pressures. Dewald has learned to adapt and lead through change. “We operate in a constantly evolving Macro environment where we have several challenges daily with regards to Infrastructure limitations, Logistics, unpredictable weather conditions, variable input cost and a volatile Rand. Staying informed, being agile and the ability to make quick decisions assist in these situations.”
He speaks candidly about the toughest part of entrepreneurship. “Ask any Entrepreneur and the curse word will be Cashflow. I think this is probably the single biggest challenge for many businesses.” But Dewald has never let financial pressure derail the fundamentals. “With my previous roles and experience, I believe that if your business principles are sound, managing the business becomes easier. If you take the emotion out of it and ensure daily, weekly and monthly that debtors/creditors are managed timely and your customer service and flow of communication is pro-active, it will ease a lot of stress.”
Recognition and Rural Reach
In July 2025, Fresh-X received an important accolade that affirms Dewald’s strategic approach and global relationships. “Fresh-X has been awarded the Western Cape, Fruit Exporter of the year for 2025 which recognises our supply base and Importers globally for giving Fresh-X the opportunity to source and supply only the finest produce available.”
But Dewald’s impact isn’t limited to commercial success. He is committed to extending opportunities into rural Africa. “We partnered with a Rural Communal Farming Entity based in the Eastern Cape called Juta Agritech. Thulani Magida, heading this business is doing fantastic work in creating job opportunities, growing produce on communal land, creating economies of scale to gain market access and leverage efficiencies.”
He’s also involved in a timber business based in Eswatini that is transforming local economies. “We have another business based in Eswatini called Rural Timbers, where we harvest, mill and Export various Wood types for use in manufacturing local and export pallets, farming poles and structural timber to South Africa. My Business partner, Darlington Marume heads this operation and employs several people in rural Eswatini.”
Advice for Aspiring Entrepreneurs
Dewald’s advice to others is simple, direct and grounded in humility. “Be approachable, be coachable and be consistent.” He encourages small businesses to seek out mentorship and leverage institutional support. “Several Industry bodies provide training and placement opportunities with established business in the Agri sector. If you have a solid business plan, consult with a mentor or senior person within the Industry and engage with local government or banks for financing.”
He also keeps a close eye on agricultural innovation, particularly in technology. “AGtech or Agriculture Technology is growing steadily and is being implemented more and more by various stakeholders. Farming Automation and Drone Technology are some examples of this and we see many farms starting to use this.”
Leading with Adaptability and Purpose
Looking back, Dewald understands that entrepreneurship is never a straight line. “No matter how well you plan, the market, your customers and even your own vision will evolve and the ability to adapt quickly, while staying anchored in your core values, is what determines long-term success.”
It’s a lesson hard-earned but deeply appreciated. “Early on, I believed that having the perfect product or strategy was the key to growth. But I learned that business is not a linear journey. There are constant pivots, unexpected challenges and opportunities disguised as setbacks. Learning to embrace change, listen actively (especially to customers and team members) and make informed but timely decisions has completely reshaped how I lead.”
This has led him to redefine leadership altogether. “This lesson has made me a more empathetic and empowering leader. I focus on building a culture where experimentation is encouraged, failure is seen as feedback and clarity of purpose guides flexible execution. I’ve found that this not only drives innovation but also builds resilience, both in the business and in the people behind it.”
The Long View
Dewald Brand’s story is still unfolding, but it already reflects the heart of entrepreneurship at its best. It is about starting small, listening closely, adapting constantly and leading with values. From his beginnings in Malmesbury to becoming a recognised exporter and a bridge-builder across African economies, Dewald is not just growing fruit, he is growing futures.
And it all started with a coffee.
