Our History

1900’s

At and Marie Serfontein

At Serfontein (passed away in 1978) started farming in the early 1900s. He ran an ostrich farm at Oudtshoorn before relocating to Kirkwood where he started his career as farm manager on a neighbouring farm. Over time he bought additional tracts of land until he had sufficient property to launch his own successful farming business. He started with 20 ha but his hard work and dedication lead to further expansions.

At Serfontein’s son Jannie Serfontein started farming for his father and, after his father’s death, took over the Serfontein farm. Jannie farmed here for 60 years and passed away in 2019 at the age of 83.

1960’s

Jannie and Helene Serfontein

Jannie Serfontein’s two sons, André and Merwe, became the third generation to run the farm. André joined his father first, while Merwe only followed later after first being employed by the Department of Agriculture. Throughout the years and with each generation, the farm has grown continually.

In 2018 André bought Merwe’s land and is now the sole owner of Serfontein Boerdery. Merwe, with his many years of experience and in depth farming expertise, still makes a large contribution to the farming activities.

André and 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’s Goals

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.