With approximately half of all apples marketed by South Africa exporter Tru-Cape sold in Africa, the exporter says it continues to stay ahead of shifting consumer preferences and developments across the continent’s fresh fruit industry
Twenty years ago, Granny Smith, Top Red, and Golden Delicious were the only varieties making their way to African markets, while red apples were mostly sold locally in South Africa.
Now, however, the reality is different, according to leading exporter Tru-Cape.
“Today, the change is evident – not only for red varieties but also for bicoloured apples,” said Conrad Fick, senior marketing executive at Tru-Cape.
”East African markets such as Tanzania and Kenya now buy Royal Gala, Cripps Red, Cripps Pink, and Pink Lady from us.
“While Golden Delicious remains the dominant variety in West Africa, red apple varieties and hard pears are steadily gaining ground,” he explained during a visit to Tru-Cape’s Heritage Orchard on Oak Valley Estate in Elgin.
Fick attributed this shift in demand to the desire for fruit of superior shelf-life.
“Infrastructure, particularly cooling facilities, remains a significant challenge in African markets,” he continued. “As a result, customers need fruit that can withstand longer storage periods.”
Tru-Cape’s efforts to introduce African consumers to a wider selection of apples and pears is paying off.
“We strategically added a pallet or two of different varieties to shipments to create a better balance,” he explained. “Additionally, European suppliers – our biggest competition on the continent – have also played a key role in introducing new varieties such as Pink Lady, Cripps Red, and Inored to the market.
“However, a trusted brand name like Tru-Cape remains paramount,” said Fick. ”In African markets, where consumers often have only one chance to purchase, brand reputation is crucial.
”A strong brand signifies quality and reliability and ensures buyers have a point of contact in case of any issues.”
On average, retail outlets account for less than 5 per cent of the apples exported to Africa, meaning fruit is mostly sold loose at fresh produce markets or in small plastic sleeves containing six to seven apples.
“Street vendors take great pride in their produce, creating visually appealing displays to attract customers,” Fick pointed oout. ”Over the years, we have supported them by providing gazebo’s and umbrellas, which not only help to boost sales but also increase brand awareness.”
He also noted that strategic investment in South Africa’s City Deep facility near Johannesburg expanded access to African buyers.
“Most of the business transactions take place in port cities, where old reefer containers serve as makeshift cooling facilities,” said Fick.
”Port clearance delays remain a major challenge. To address this, Tru-Cape bought and expanded its City Deep facility in Johannesburg eleven years ago, allowing African buyers to cross the border into South Africa to purchase fruit directly.
“We initially doubled our storage capacity to 1,200 pallets, thinking we would never fill it,” he revealed. ”Within 18 months, it was at full capacity and hasn’t looked back since then.”
”Clients from Zambia, Botswana, Zimbabwe, and even Tanzania now buy from the facility, where they can personally select their fruit. One thing is clear – the redder the apple, the better the sales in Africa.”
An added advantage is that buyers use their own transport and handle all logistics.
“Previously, shipping fruit to a client in Tanzania via sea freight would take 45 days, despite its proximity,” Fick added. ”Now, with their own trucks, it takes just nine days.
”This is a win-win situation – the client receives a fresher product that can be sold immediately without waiting for port clearance, and for us, it is a cash transaction, which is beneficial for credit management.”
