As South Africans prepare to spoil loved ones this Valentine’s Day, 28 previously unemployed young people are quietly getting a life-changing opportunity behind the scenes— training inside Shoprite Group’s Freshmark Flower Co. as part of the group’s first-ever retail readiness programme intake within its flower operations.
Here the new recruits are gaining hands-on experience in one of the retailer’s busiest seasonal periods while building skills that can unlock future employment.
Beginning their training on 12 January, the 28 learners all aged 18 to 34 and previously unemployed are now immersed in a seven–week programme that blends classroom learning with practical, in–store and distribution centre experience. The group includes 21 learners based at the Flower Co. in Johannesburg, Gauteng and another seven at the group’s Basson distribution centre in Brackenfell, Western Cape.
“This intake marks an exciting milestone for the group as we debut the retail readiness programme in Freshmark,” says Lindsey Joseph. “By giving young people exposure to the retail value chain, we are equipping them with practical skills, workplace confidence and a real pathway into employment within the sector.”
Transformative experience
Freshmark, the group’s fruit, vegetable and flower procurement and distribution arm, is responsible for ensuring that farm-fresh flowers reach supermarkets in perfect condition. Learners are involved in the entire process, from flower rehydration and pre–production cutting to assembling bouquets, labelling, sleeving, pallet stacking, order fulfilment and general housekeeping.
For many, it has already been a transformative experience. “Being here showed me how something like a flower develops and comes to life, and in the process, it has changed me too,” says learner Kamogelo Phasha.
The programme requires a minimum Grade 10 pass—a matric certificate is advantageous—and is designed specifically for youth with no previous work experience. Upon completion, participants receive a NQF Level 4 certificate, strengthening their career prospects.
Since 2016, this programme in other sectors in the group has trained more than 40 000 young people, providing them with crucial workplace exposure and playing an important role in combating youth unemployment.
Applications to the programme remain open year–round. Young people interested in joining can WhatsApp “Hello” to 072 773 4335 and select “Our Stores” to apply.
