FreshPortal, a leading ERP software provider, has recently made significant inroads in East Africa, particularly with the adoption by EMF (East African Magical Farms), one of the region’s largest carnation producers. While FreshPortal has garnered a reputation for its versatility and user-friendliness globally, its potential in Africa has remained largely untapped—until now.
In June 2025, during the IFTEX exhibition in Kenya, representatives from EMF and FreshPortal Software, Dirk Hogervorst and Robin Jongkind respectively, highlighted the growing partnership aimed at enhancing operational efficiency and market reach for EMF’s expanding carnation production.
EMF’s Ambition and Growth
Founded approximately twenty years ago in Ethiopia, EMF has rapidly scaled up to become a major player in the global carnation market. Currently, the company operates two farms in Kenya and two in Ethiopia, with plans to open another farm in Kenya. This expansion aligns with EMF’s vision to become a global specialist in carnation production.
“We produce over 100 million carnation stems annually, with a diverse range of standard and spray carnations,” said Dirk Hogervorst, CEO of EMF. “Our farms, located at an altitude of around 2,400 meters, offer ideal growing conditions with moderate temperatures and abundant sunlight, ensuring premium quality year-round.” EMF’s commitment to sustainability and ethical practices is further evidenced by its Global GAP, Global GAP IDA, KTC Silver, and EPHEA Silver certifications.
The Need for Advanced Software Solutions
As EMF’s operations expanded, the limitations of traditional Excel sheets became apparent. “With multiple cultivation sites and increasing production, we needed a more robust solution,” Hogervorst explained. “Customer demands are also evolving, requiring precise specifications and tailored communication to different markets.”
A team from EMF’s farms conducted an extensive evaluation of various software providers, focusing on criteria such as multi-location connectivity, integration with Royal FloraHolland’s Floriday platform, and proven reliability. FreshPortal emerged as the clear choice, offering a comprehensive ERP solution with API integrations and a proven track record in Africa.
Benefits of FreshPortal Software
Since adopting FreshPortal, EMF has experienced significant improvements in operational efficiency. “FreshPortal’s software is user-friendly and accessible via the cloud, allowing our staff to manage inventory and orders in real time,” Hogervorst noted. “The software eliminates the need for manual data entry and reduces the risk of errors.”
Key advantages of FreshPortal include:
Real-time Inventory Management: EMF’s entire product catalog is now integrated into FreshPortal, providing a centralized and error-free overview accessible across all locations.
Automated Packing Lists: The software generates packing lists automatically, streamlining operations and reducing manual labor.
Scalability: FreshPortal’s modular design allows EMF to add new functionalities as needed, such as additional inventory management modules or sales integration.
Future Outlook
FreshPortal’s adoption by EMF is expected to set a precedent for other growers in East Africa. “We advise other growers to clearly define their software requirements and conduct thorough evaluations,” Hogervorst recommended. “FreshPortal’s proven capabilities and international support make it an ideal choice for companies looking to enhance their operations.”
With FreshPortal’s support, EMF is well-positioned to continue its growth trajectory, further solidifying its status as a global carnation specialist.
