South Africa's Western Cape Citrus Producers Forum (WCCPF), a consortium of 350 South African growers eligible to export summer citrus to the US, has appointed Joretha Geldenhuys as its new chief executive officer.
Ms Geldenhuys replaces Piet Smit, who has served as the forum’s CEO for the past three years.
“Joretha has a wealth of experience in fruit exporting and logistics,” commented Piet Smit, who will continue to serve on the organisation's board of directors. “This experience will serve the WCCPF well in strengthening our position in the US and global markets, particularly as logistics is the key to our continued success in the US.”
Ms Geldenhuys, who has a post-graduate degree in economics and banking, started her career at the South African Government’s Central Statistical Service in 1992 and shortly thereafter took an appointment as a statistical economist of national accounts at the South Africa Reserve Bank.
She has also worked with Katopé Citrus and African Realty Trust – both in logistics and marketing – before joining Umlimi Holdings, which exports citrus primarily to Russia and the Middle East, where she held a number of positions including citrus operations manager.
The US market in particular is expected to be one of her main areas of focus. “The US market is very important to the WCCPF,” she observed. “Our shipments to the US have increased over the last 10 years, from 500 tonnes shipped first in 1999 to about 40,000 tonnes we expect to ship this year. The demand there has grown largely because consumers know they can rely on the high quality and delicious flavour of South african summer citrus.”
South Africa is the second largest exporter of citrus in the world and produces 60 per cent of all citrus grown in the Southern Hemisphere. Besides the US, the sector's primary export markets include the EU, Far East, Middle East, Russia and the rest of Africa.
The bulk of South African citrus exports bound for the US originates in the Elephant’s Valley region between the towns of Citrusdal and Clanwilliam, about two hours north-west of Cape Town, and the Northern Cape, near Kimberley.
The WCCPF's purpose is to facilitate logistical, marketing and sales support coordination for the sector's products, and its mission is to maintain and expand the country's role as a preferred supplier in the US, as well as growing and shipping the best summer citrus in the world to the US marketplace.
According to the group, US-bound summer citrus meets and exceeds USDA and USFDA protocols by rigorously adhering to its self-imposed Seal-of-Approval Guidelines, guaranteeing its citrus consistently provides superior quality that is easy-to-peel, seedless, nutritious and safe.
