The company's Martin Dunnett says: “As a group we have expanded our horizons significantly. We have been involved in the changes in New Zealand and in China, and we're marketing increasing volumes of South American fruit, complemented by our offer of French fruit.”

Capespan has been quick to involve itself with the Chinese market as it opens and is expanding procurement from the country's growers. The company is following developments closely with the aim of establishing itself as an expert in dealing with China.

It uses the Bella Nova brand for fruit from such new sources. Bella Nova has been successfully marketed by Capespan in the UK and it is an established name worldwide.

Meanwhile, the company is investigating both procurement and supply opportunities in the Far East through its wholly-owned sales and procurement venture, Medspan. Medspan operates out of Hong Kong, dealing with imports into Hong Kong and China, and is evaluating export potential from China.

Australia provided Capespan with an alternative source for pears this year then the crop when short elsewhere, although Dunnett says as the country is largely focused on supplying the Pacific Rim it is likely to remain an ad hoc rather than established source to the UK market.

Through established South African producers and these new sources Capespan now provides the UK retailing sector with a 12-month supply of top fruit. The company offers year-round supplies of Braeburn, Royal Gala and Pink Lady, of which it is the biggest supplier during the South African season.

This development of sources has been facilitated with the company's assimilation of the Fyffes Multifresh business, which added 15 years of experience in French apples to Capespan.

Dunnett stresses that South African product remains at the heart of Capespan and the country still accounts for two-thirds of the company's top fruit offer.

“Obviously South Africa is our strength and provides the building blocks of the business,” he says. “In the UK we are still marketing around three million cartons of apples from the country.”

“We tread the line very carefully between what is good for growers and what is good for market,” he says, “although ultimately, what is good for the market is good for growers. We will only procure volumes that are realistic for the market and are trying to get away from the old ëwe've got it so we'll sell it' mentality.

Markets such as Libya, Kenya and Angola have helped relieve the pressure on South African growers by offering them more options without requiring drastic cuts in production.

Dunnett says in the more sophisticated international market since deregulation most countries have an accepted slot and Capespan has found itself able to balance supply and demand better. “The market has evolved to such an extent that the ideal times for a particular country's fruit are pretty much accepted. The policy we have nowadays is that we want to provide the best eating quality.”

The use and expansion of South Africa's two grower-owned major fruit brands continues to generate debate. The Cape logo was introduced to New Zealand top fruit last year giving 10-month availability in the UK. Capespan has been very positive about this change and the broadening of the Cape umbrella, however, further internationalisation of the brand remains in the hands of its grower-owners.

“The New Zealand experiment has been successful and in our opinion has vindicated the decision to expand Cape,” says Dunnett. “We've done it with Outspan but perhaps that was easier as consumers identify this less to any specific country of origin than they do with Cape.”

Nevertheless, if the same quality of fruit can be procured from other sources as Capespan now does from New Zealand, Dunnett believes the brand can continue to grow further towards year-round status.

“I think it will happen, providing the quality can be achieved. We've got a good reputation for quality and of course growers, and we, want to hang onto this.”

Summing up, Dunnett says: “I think we've performed well in a fairly messy environment. The values we have as an organisation have seen us maintain a very strong position. Our share of exports of top fruit from South Africa have increased this year again as a number of growers return to the fold. We've been a stabilising influence on the market.

“We've always been seen as the South African experts and we're still regarded as such. But we have dealt with the changes in the international market by growing the business in new directions, and this has successfully added further feathers to the Capespan cap.”