Multiflora's History
Back in the early 1940's no flower auction concept existed, and to many the idea of a centralized flower market was far-fetched. At that time individual flower sellers would hire tables at the Johannesburg Municipal Market, taking turns selling direct to the public, florists and street vendors.
By the mid 1940's the idea of a flower market, whereby flowers would be auctioned on behalf of the growers, was conceived.
On July 13th, 1945 Jacob Toxopeus, G. C. van der Merwe, Willie Stock (who conceived the name Multiflora) and Jochem Toxopeus decided upon the initial structure of the company which is today the centre of the South African flower industry.
On October 19th 1945, Multiflora, with the aforementioned four Gentlemen as shareholders each having invested R7 500, was officially opened in Jeppe Street Johannesburg. Jacob Toxopeus was the founding CEO and had an initial staff of one manager, two auctioneers, two bookkeepers, caretaker, fruit salesperson, typist and 6 flower handlers. The first task was to convince the flower farmers of the idea of a flower market. Transporting fresh flowers was a complex task. Means such as bicycles, horse-and-cart and trains were used. Notoriously, flowers transported by train were often late.
However, Multiflora quickly flourished. Cardboard boxes were introduced in the 1950's and Multiflora's reach spread to Tzaneen, Pietersburg and the Lowveld. Popular flowers back then were Carnations, Snap Dragons and Poppies.
The 1970's saw a lot of change for Multiflora. In September 1975 premises were moved to the present location in City Deep and a timer was introduced for the auction process which was computerized in 1976. It is safe to say that the auction is the central activity around which Multiflora operates.
Today Multiflora services 600 flower growers, from South Africa and the rest of Africa, and about 400 buyers, and has a turnover in excess of R300 million per annum. The Multiflora complex is a hive of activity with daily auctions commencing at 07:00 and houses the largest selection of blooms under one roof in Africa.