• The Heroine Project

Adene Niewoudt: The flower farmer

Updated: Apr 23, 2019

Adene Niewoudt @adeneflowers @adenephotography is a photographer and a flower farmer & the owner of Adene’s Farm Flowers, based in Wolseley, South Africa. Adene spent a number of years as a fashion buyer for @dune_london and @foschinisa before transitioning to wedding photography about 10 years ago when she got married and moved to the family fruit farm. After a few years of successful photography, photographing over 40 weddings a year, she decided to put her green fingers to good use and asked for some space to start a vegetable patch. Her husband cleared a patch for her the size of a rugby field in a stretch which had previously been used to keep horses. It was whilst showcasing the vegetables from her first harvest on Facebook that her florist friends from the wedding industry asked her if she would not consider growing particular types of flowers that they were unable to source in SA and brought her bags of flower seeds. Shortly after, Adene’s Farm Flowers was born. Her first season sold phenomenally well and they soon realised that they had a potential flourishing business on their hands. In the last 3 years, they have expanded from 0.7ha to 2ha, plant all year round and currently employ 15 people and supply customers nationally, including @woolworths_sa. Whilst establishing the flower business, Adene continued to run her photography business in order to generate cash flow to fund the capital investment required. She worked 16 hours a day, 7 days a week, running both businesses and being a mom to two kids under 8. This eventually took its toll as Adene was diagnosed with an auto-immune disease called Grave’s disease and she is currently still in the process of recovering. She tells us that if she had understood her limits, she would never have pushed so hard and put her health at risk. She also acknowledges that she would not have achieved what she has without a supportive husband.

We are inspired by Adene’s serendipitous success in the farm flowers space and the extent of what she has achieved in such a short space of time but we are very glad to hear that she is putting her well-being first these days!

Featured artist: Karla Vink @karlatji


The Heroine Project © 2019 

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