Five South African exporters met for the first time last month to discuss possible export programmes for Kiku-branded apples out of South Africa, following the announcement that Capespan had signed a marketing licencing agreement with Kiku. Representatives from Fruitways, Tru-Cape, Dutoit, Colorsfruit and Capespan came together in mid-April under the guidance of cultivar management company TopFruit to discuss strategies for the successful launch of the branded fruit from South Africa.
Although all five companies have been in discussion with Kiku’s owners for some time and are reportedly committed to the project, it is not certain whether all members of the group have signed contracts yet. Some have previously expressed reservations about some aspects of the current contract but emphasised that they were involved in ongoing discussions to resolve outstanding issues.
The establishment of the South African marketing group follows the recent establishment of Kiku New Zealand, a group of four leading exporters which will help to develop the trademarked variety as a key Southern Hemisphere export. “We will, together with other partners in the Southern and Northern Hemisphere, ensure that only apples conforming to specific internal and external quality standards are packed and promoted under the trademark,” said a spokesperson for the owners of the Kiku brand.
In making the original announcement, Stephen Brink, Capespan’s commercial manager for topfruit, said using the Kiku trademark to distinguish a superior product was a secure way of achieving a premium market price, resulting in a higher net farm income for growers.
It earlier emerged that Fruitways, Tru-Cape, Dutoit and Colorsfruit have been in negotiation with the brand owners for some time. It is also understood that the four companies either already have their own production of the variety or have commitments from growers to market the fruit through them. They are expected to have significant volumes for export next year.
Capespan later joined the discussions and, according to Capespan Exports’ chief technical services manager Jaco Smit, the variety will be planted at its two apple farms. One of the company’s Langkloof suppliers has also planted the variety. “We will probably harvest our first fruit in 2011,” said Mr Smit.
Alastair Moodie, chairman of Fruitways, said the Kiku variety was of interest to the industry because it performs better at production level and has some taste advantages. Pieter du Toit, managing director, marketing, at Dutoit Group, added: “The real benefit is in the taste, because it has a better sugar-acid ratio than the normal Fuji varieties. It is also earlier, the colour develops better than on the other Fuji varieties and it has an excellent shelf life.”
Kiku managing director Jürgen Braun told Fruitnet.com the addition of South African exporter-marketers would be a positive step for the brand following the recent signing of a similar deal in New Zealand. “These excellent marketing companies will add value for Kiku at international level as they can sell everywhere, obviously in collaboration with us and respecting the global rules of the Kiku brand.”
