The flower industry started in 1940 in Johannesburg by the Toxopeus family. The first flower market was situated at Little Falls, started by Jacob Toxopeus. A few years later Multiflora was started, in Jeppe Street, Newtown, also by Jacob Toxopeus and his brother Jochem Toxopeus, both the largest flower growers at Strubensvalley and Wilgespruit at that time. South African and Dutch-origin flower growers were its first members. Previously flower sellers sold their wares from tables rented at the municipal market.

In 1948 a flower market was established, Multiflora, the Johannesburg flower auction, still the biggest flower market in Africa. Flowers were transported by train, bicycle, and horse drawn cart. The use of cardboard boxes for the packing of flowers was introduced in 1950. Most flowers in the early days of the cut-flower industry in South Africa were grown as bulbs – Gladioli (‘sword lilies’), Daffodils, the purple-blue Dutch Iris and Lilies, other flowers in the early days were calendula (‘Marigold’), Larkspur, Candytuft (Iberis empervirens Iberis sempervirens) and Belladonna Delphinium.

In 1973, the South African Bulb & Flower Growers Association was established with 30 members, the membership grew to around 50 in the 1980s.

Production of Cut-flowers in South Africa:

The growing of non-indigenous cut flowers is mostly centred in the northern provinces of South Africa, whereas the production of proteas  and other indigenous cut flowers is predominantly in the Western Cape.

Very few non-indigenous flowers are still grown in the open; most are grown under either plastic or shade nets.

The advantage South Africa has, as a southern hemisphere country, is that certain flowers are available at times when the northern hemisphere markets are depleted. For example, when the availability of Eucalyptus leaves is low from April to July, South African flower exporters can supply the market. Similarly, South Africa’s only Cymbidium producer (orchids) can supply the Japanese market when orchid availability is low.