Our History | Atmar Citrus

Ons Geskiedenis

1900’s

At en Marie Serfontein

At Serfontein (oorlede 1978) het die boerdery in die vroeë 1900’s begin. Hy het oorspronklik op Oudtshoorn met volstruise geboer voordat hy na Kirkwood verhuis het waar hy sy loopbaan as plaasbestuurder op die buurplaas begin het. Hy het stelselmatig grond bygekoop totdat hy voldoende grond besit het om sy eie suksesvolle boerdery op die been te bring. Met harde werk en deursettingsvermoë is die oorspronklike 20 ha waarmee hy begin het, ook verder uitgebrei.

At Serfontein se seun Jannie Serfontein het sy vader met die boerdery bygestaan en het dan ook na sy vader se dood Serfontein Boerdery oorgeneem. Jannie het hier vir omtrent 60 jaar geboer en hy is in 2019 op die rype ouderdom van 83 hier oorlede.

1960’s

Jannie en Helene Serfontein

Jannie Serfontein se twee seuns, André en Merwe, het op hul beurt die derde generasie geraak om die boerdery oor te neem, met André die eerste om saam met sy pa te boer. Nadat Merwe vir die Departement van Landbou gewerk het, het hy hom ook by hulle aangesluit. Deur die jare en met elke generasie het die plaas voortdurend gegroei.

In 2018 het André sy broer, Merwe, se grond oorgekoop en is hy nou die alleen-eienaar van Serfontein Boerdery. Merwe, met sy jare se ervaring en diep boerdery kennis, lewer steeds ‘n groot bydrae tot die boerdery bedrywighede.

André en Ronél Serfontein

André and his wife, Ronél, built their life on the farm alongside their children, Jandré and Karli, and son-in-law Morné – the fourth generation now entrusted with continuing the family legacy.

Although André is no longer with us, his vision remains deeply rooted in everything we do. The values he lived by continue to guide the business, shaping both our growth and our future.

“Success is not final, failure is not fatal: it is the courage to continue that counts.”

These words reflect the resilience André embodied, a spirit that still defines Atmar Citrus today.

André se Doelwitte

André believed in building more than just a successful farming operation. He believed in creating something sustainable, responsible, and beneficial to everyone connected to it.

His vision was simple but powerful:

• To build a resilient business
One that could withstand challenging times while continuing to grow for future generations.

• To uplift and invest in people
Through education, training, and opportunity – ensuring that families on the farm could thrive and that every child had access to schooling.

• To create shared success
A business built together, for the benefit of all.

Continuing the Legacy

Atmar Citrus & Greenco Fruit is, at its heart, a family business. On the 28th of January 2026, we lost André Serfontein unexpectedly to cancer. While his passing marked a deeply painful chapter for our family, his passion for farming, integrity, and love for the land continue to live on through the next generation.

As a devoted husband and father, he was instrumental in building Atmar Citrus and Greenco Fruit into the successful business it is today. While his passing has left a deep void in our family, his values, work ethic, and love for the land continue to shape the future of our business.

Our family is committed to carrying his legacy forward.