Our Story
After 40 years in the global fresh produce trade, Jeroen Den Haerynck saw the same problem everywhere: exporters trapped by volatile markets, unpredictable buyers, and a system stacked against them. Despite producing high-quality goods, they faced unstable incomes, unfair price cuts, and constant stress.
SAFTA was born to change that.
Rather than following the market rules, we have developed a model grounded in real production costs plus a fair, fixed margin - no surprises, no sudden losses - just stability and control.
Today, SAFTA isn’t just a supply chain solution. It’s a movement to give exporters what they’ve always deserved: fair trade, predictable income, and a future they can count on.
“At SAFTA, we’re not here to chase the market—we’re here to build a system where it no longer decides.”
— Jeroen Den Haerynck
Our Mission
SAFTA's mission is to create stability and fairness in global trade by removing the unpredictability of volatile markets.
We aim to empower exporters with transparent pricing, secure supply chain solutions, and guaranteed margins, ensuring they can focus on producing quality products without being at the mercy of fluctuating market dynamics.
Our goal is to build a more sustainable, equitable system in which both exporters and importers thrive, and the value of food is respected from fork to farm.
Our Vision
SAFTA's vision is to reshape global trade into a system where stability, transparency, and fairness are the norm—not the exception.
We envision a world where exporters are no longer vulnerable to market fluctuations, every piece of fruit has a story, and producers are recognized and rewarded for their hard work.
By redefining supply chain operations, we aim to create a future in which businesses thrive on predictable growth, communities benefit from economic security, and consumers can access high-quality products with a clear connection to their source.
How SAFTA works
SAFTA Standard
SAFTA Standard ensures stability for exporters through a pre-financed supply chain, transparent pricing, and guaranteed payments.
Focusing on real costs plus a fair margin removes the uncertainty of market fluctuations, giving exporters predictable revenue and peace of mind.
SAFTA Plus
SAFTA Plus helps exporters build long-term buyer relationships with stable programs that offer consistent revenue.
Securing programs with committed buyers reduces dependency on the volatile spot market and creates a foundation for sustainable growth.
SAFTA Rescue
SAFTA Rescue steps in when things don’t go as planned.
Whether distressed shipments or unexpected market shifts occur, we provide fast, effective solutions to minimize losses and protect the value of your goods. This ensures you stay in control even during challenging times.
Meet the Team
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Roger Boons
HEAD OF COMMERCIAL STRATEGY
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Diego De La Cuadra
COMMERCIAL DIRECTOR, LATIN AMERICA
