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Elro J Braak (Pty) Ltd is primarily a horticulture company with two main divisions : Floral Products, Fern & Foliage.
Floral Products is the leading supplier of OASIS® Floral Foam and floral accessories to the floral industry. Fern & Foliage is the largest producer of Leather Leaf and a large variety of cut foliage.
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History of Elro J Braak
Elro Jacob Braak returned from the Tommy Bright School of Floral Design in the USA in 1947 and took over his sister's florist, Corona in Koedoe Arcade Pretoria.
In 1949 he started his school of floristry and the following year, at the age of 24 became the first Interflora President of the African Areas. He continued to inspire others with floral demonstrations and introduction of various new flowers and floristry sundries. In 1959 he introduced Oasis® to the floral trade and it has proved to be the biggest time-saver ever invented.
Cut flowers were his next interest and he grew anything from chrysanthemums to anthuriums, carnations and orchids at Shemara Farm outside Pretoria. He later bought a farm at Malelane to produce spray chrysanthemums during the winter months and in 1968 he moved to Wikkelspies Farm in Nelspruit.
The farm Happy Valley was established in 1975 for growing Leather Leaf Ferns exclusively and in 1982, Elro commenced exports of the cut foliage to the European market.
In 1976, Elro established the Oasis® Factory in Pretoria and manufactured the Floral Foam under license of Smithers Oasis USA. August 2004 was a proud moment when the brand new custom built factory became operational in Silverton, Pretoria.
Growing Medium was his next venture and Elro established a plant in Nelspruit in 1979 and the following year, the various products became available to the consumer through chain stores and retail outlets. This business was sold in March 2006 and the plant now operates from Belfast.
Elro and Dienie's son Elro G managed the pot plant division Braaks Indoor Plants and just like GB loved people, his slogan read Plants Love People™. When Elro Snr passed away in July 1996, Elro G took over the company. He unfortunately died unexpectedly in January 2005 and Eldene Mason, his oldest sister who had been involved since 2000 with the cut foliage became the Managing Director.
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