As South African exporters evolve their businesses, they incorporate new produce categories to extend their offer
The Kirsten grape growing family of Paarl in South Africa’s Western Cape is extending its marketing offer by including blueberries, while also looking at other niche products to boost its offer.
Through its marketing arm, Angon Fruit, headed by CEO Altus Kirsten, the group has carved for itself an important presence in the South African fruit export business.
The country’s blueberry production has grown consistently during the past few years, with an initial focus on the UK and Europe.
“We find that blueberries are a natural fit for our grape business,” said Altus Kirsten. “We have already also previously extended our activities to citrus, because it also falls outside our grape season.”
The group’s grape exporting business was founded by the late JD Kirsten, one of the pioneers of the South African industry.
“Blueberries fit into our business at times when our grape marketing is at a low level,” Kirsten continued. ”All our grape customers also want to receive blueberries and other niche products from us. It is the ideal opportunity for us.”
While Angon Fruit’s presence in blueberries is still in its formative years, the group sees great opportunities to expand.
“Along with our efforts to grow the most exclusive and preferred table grape varieties, our customers are also looking for other product categories to grow our partnership,” Kirsten noted.
Angon begins its blueberry export business with product from Zimbabwe in May each year.
“From May to September this is mainly an airfreight business for us, but we also starting sea freight from July onwards till December,” he continued.
“We are also looking at avocados and kiwis as other niche categories to extend our business further in future.”
Access for its grapes to markets in the Far East and Southeast Asia are important new incentives for the company as it looks to broaden its export basket.
“Our receivers there know our culture and they know what they can expect from us. These are exciting developments,” Kirsten noted.
Looking ahead to the table grape season, which starts in Paarl in December, Kirsten said South African growers were expecting a strong early campaign.
“There are indications that Californian supplies will be short due to unseasonal high temperatures during the American summer,” he said.
”If this materialises, one must expect that more grapes from Peru will be directed towards North America, leaving more opportunities in the UK and Europe.”
The JD Kirsten Group is increasing its investment in new table grape varieties from the well-known breeding programmes, Kirsten added, and is excited to offer a new range of grapes, along with blueberries and other niche products, to customers.
