South African fruit export company Southern Fruit Growers has announced that former Capespan senior executive, Louis Kriel, will join the company at the beginning of next month as a director and shareholder, ending months of speculation about his possible next step.
Southern Fruit Growers' executive chairman Freddie Ferreira said the move would position the company to take advantage of several opportunities to consolidate and expand its share of the South African fruit export business.
Kriel left Capespan at the end of June 2013 following more than two decades with the company where he ultimately became chief executive of its fruit division, marketing fruit in 60 different markets and sourced from 27 countries worldwide.
He also managed Capespan's seven international marketing companies and five procurement entities spread across South Africa, South America, North America, Europe, the UK, Egypt, China, Japan, Namibia and Hong Kong.
'Louis joins us with an incredible amount of international experience and a proven track-record of achievements that places him in a unique position to help guide the strategic development of our company, while at the same time allowing us to operate with the flair we have become known for,' Ferreira commented.
Great opportunity
Since announcing his departure from Capespan, there has been plenty of speculation as to whether or not Kriel would remain in the fruit industry, with some sources privately linking him with a possible move to major European fresh produce marketer and former Capespan shareholder Total Produce.
The fact that he has chosen to remain rooted in the South African produce sector will be seen as a welcome vote of confidence in the country's fruit export business.
'For me this is a great opportunity to help blend my corporate experience with the entrepreneurial skills which has become the norm at Southern Fruit Group,' Kriel explained. 'This blend of skills will take the company into a new era of growth where there are many opportunities that could be explored.'
He added: 'The diversity of the Southern Fruit Growers business, its own unique culture which bring so much excitement to the table and the unique opportunities this represents is for me a very exciting prospect and I look forward to the challenges ahead.'
Founded by four partners – Freddie Ferreira, Etienne Theron, Fritz Ferreira and Mario Firmani – the Southern Fruit Group of Companies has emerged as one of the South African fruit industry's success stories since it was deregulated in the late 1990s.
'Our business is built on the entrepreneurial spirit of our partners and our loyal staff,' Ferreira added. 'Louis' decision to join us will help to take us to a new level as we grow our business with our suppliers and international business partners.'
