Grow your business in new markets

Discover if your business is ready to start exporting

Assess the key requirements and skills every successful exporter needs to launch, grow, and thrive in new markets.

Are you ready to protect your business against the ups and downs of the market?

Answer 15 questions so we can measure and improve your

Quality Control

Everything starts and ends with quality. Understanding your quality processes will be the quickest win to protecting your revenue.

Supply Chain

Working with trusted partners each step of the value chain will help you protect your revenue against unexpected (and potentially unnecessary) costs.

Business model

How well do you understand your revenue and cost structures to help you build long-term win-win business relationships?

Trusted by

Who are we?

We are a team of industry veterans who believe growers deserve fairness, transparency, and control in every shipment they send. Our mission is simple: protect growers from unpredictable returns and build a supply chain where good fruit earns the value it deserves.

With more than 100 years of combined experience across farming, exporting, logistics, quality, retail, and commercial buying, we’ve seen every corner of this industry, and we came together with one vision: to help growers trade on equal terms, backed by proof, expertise, and a chain they can finally trust.

Jeroen Den Haerynck | Founder

With over 40 years in logistics, quality control, and fresh-produce operations across Africa and Europe, Jeroen has seen firsthand how unfair the export system can be for growers. SAFTA is his final act, a culmination of decades spent understanding every link in the chain and fighting for a more just, transparent trading environment.

Driven by a strong sense of fairness and a deep respect for growers, he built SAFTA to give them the control and clarity they’ve always deserved.

Paul Kyalo | Director Kenya

Paul is both a grower and an exporter, giving him a rare, ground-level understanding of the real challenges farmers face. From unpredictable claims to volatile markets and rising competition, he has lived every pressure growers talk about.

At SAFTA, he represents the grower’s voice — ensuring decisions, processes, and partnerships are grounded in reality, not theory. His focus is simple: protect the people who do the hard work.

Roger Boons | Head Commercial Strategy

Roger brings more than 30 years of commercial experience in fresh-produce sales, including senior leadership roles in major global operations. He has built a strong network of buyers who share SAFTA’s commitment to fairness, transparency, and responsible trading.

Known for his integrity and long-term approach to relationships, Roger ensures growers negotiate with buyers who respect quality — and honour commitments even when the market shifts.