Safpro (SA Fruit Promoters (Pty) Ltd) is a South African fruit marketing and export specialist established in 1997, with over 25 years of experience connecting selected growers to global markets. Safpro manages the full fresh fruit export value chain, including quality-controlled harvesting, packaging, cold storage, and logistics, supported by strategic facilities and advanced cold-chain monitoring. Supplying premium South African produce such as citrus, pome fruit and grapes, Safpro serves customers across Europe, the UK, Asia, the Middle East, North America and beyond, with a strong commitment to quality, traceability and reliability.
Safpro approached our parent company, Ruby Digital, for turnkey digital marketing and web development support, with a primary focus on modernising its outdated website and strengthening its digital foundation. The existing site had not been well maintained from a performance, security, or user-experience perspective, which limited its effectiveness as a business
tool.
The core objective of the initial phase was to redevelop the Safpro website with improved functionality, enhanced user experience, and a refreshed, modern design aligned with the brand’s updated corporate identity. Additional objectives included ensuring the site was scalable, secure, SEO-friendly, and capable of supporting future marketing initiatives. Alongside the main rebuild, Safpro required several supporting digital solutions, including domain transfers, hosting optimisation, compliance-related content, and ongoing website maintenance to ensure long-term stability.
One of the key challenges was transforming an ageing website into a modern, high-performing digital platform while working within clearly defined scope boundaries. All content, imagery, videos, and brand assets needed to be supplied by the client, requiring careful coordination to ensure timelines were met before development could commence.
The project also involved managing multiple moving parts beyond the core website build, including domain transfers, Cloudflare configuration, hosting infrastructure, pop-up messaging for a rebrand transition, email disclaimer compliance, hidden QR-code landing pages for packaging, and resolving functional issues such as a non-working contact form submission.
To address these challenges, RubyWeb adopted a structured, phased approach supported by a detailed project charter. A dedicated project manager oversaw milestones, quality control, and communication, while a full-stack development team handled front-end and back-end implementation. The website was built using a custom WordPress template, designed to balance flexibility, performance, and long-term maintainability. Parallel to development, robust hosting, security, and maintenance strategies were implemented to ensure reliability and scalability beyond launch.
RubyWeb delivered a streamlined, fully custom WordPress website for Safpro, designed as a concise and focused digital experience. The site highlights clear brand messaging and essential company information through bespoke page layouts, ensuring a strong visual presence and intuitive navigation. It was built to be fully responsive, providing a seamless user experience across desktop and mobile devices. Beyond the core website development, the project scope included:
• Custom WordPress design and template development.
• Mobile-first layouts for all page types.
• Cloudflare setup and domain transfers for safpro.net and safpro.co.za
• High-performance, SEO-optimised hosting on dedicated infrastructure.
• Basic WordPress security, caching, and Yoast SEO configuration.
• Creation of a branded pop-up to manage messaging during Safpro’s rebrand rollout.
• Development of a standalone email disclaimer URL for legal and compliance purposes.
• Removal of legacy disclaimer content and consolidation into a dedicated online page.
• Resolution of technical issues, including fixing a non-functional contact form submit button.
• Development of a hidden QR-code landing page for product packaging, built from client-supplied Adobe XD designs.
• Ongoing website maintenance packages to ensure security, updates, backups, and reporting.
All work was managed in-house by RubyWeb’s project management and full-stack development team, ensuring consistency, accountability, and adherence to best-practice SEO and development standards.
Safpro received a modern WordPress website that significantly improved usability, performance, and visual appeal while aligning with the brand’s refreshed identity. The new platform provides a secure, scalable foundation supported by high-speed hosting, Cloudflare protection, and structured maintenance plans.
The website now benefits from improved reliability, regular updates, enhanced security monitoring, and compliance-ready features such as dedicated email disclaimer pages. Additional functional enhancements, including QR-code landing pages and resolved form issues, support both operational efficiency and marketing initiatives. With a robust technical foundation, flexible architecture, and ongoing maintenance in place, Safpro is well-positioned for continued digital growth, improved brand credibility, and future expansion of its online presence.
