Eldorado Fresh: How Adversity Sparked South Africa’s Hydroponic Revolution
Farmers Magazine | 05.01.2026 14:52
In 2010, Eldorado Fresh faced what seemed like an insurmountable challenge. Three consecutive hailstorms had devastated its open-land lettuce fields, leaving founder Ivo Rugani with a farm struggling to survive. Rather than accept defeat, Rugani saw an opportunity to rethink the farm’s future. What began as a setback became the turning point that would transform Eldorado Fresh into one of South Africa’s most innovative and influential farming operations.
