Capespan's David Maddox has been appointed as business development manager of the group's joint pilot project in India with Mahindra ShubhLaabh Services (MSSL).
The project was launched last year to investigate joint opportunities in the Indian market.
Mr Maddox said that his priorities would lie in developing relationships with domestic retailers, as well as implementing gradual changes to the supply chain process.
Key also is the development of import strategies from around the globe and the cultivation of export markets in Europe, South East Asia and the Middle East, he said.
'Retail relations is my main concern, followed by import and export strategies,' he emphasised. 'Currently, retail represents less than 3 per cent of sales in India. It's a bit of a slow burner and change will be slow but sure because consumers are so reliant on street sales. Walking across the road to buy fruit and vegetables is a way of life.'
Mr Maddox added that it would take an educational marketing campaign to influence consumers to go down the retail route for fruit and vegetables. Over the next 12 months Capespan will lay the foundation in India and then proceed with the building work following a strategy review.
Modernising the supply chain in India is also on Mr Maddox's list. 'Capespan wants to improve post-harvest techniques on farms and introduce a more efficient cold chain,' he explained.
Meanwhile, Capespan has received its first containers of Chinese Fuji apples in India, as well as Red Delicious apples from Washington. This week, the supply of South African apples, pears, grapes and citrus will start, while product from New Zealand, Australia, Chile and Italy will also be imported.
