Capespan Fruit Division’s ceo Louis Kriel has vowed that Capespan will see changes in the fruit trade as opportunities for global growth and that the company will continue to “adapt in tandem with the world.”
Talking in company publication the Capespan Courier, Kriel said exciting times lay ahead for the fruit-exporting giant, and highlighted key ways it would increase its value to both producers and trading partners in view of the changed face of the supply chain.
Logistics would always be important in the fruit trade and the company that can sell itself on this score will always have a business, he said. “Capespan has evolved from being a product supplier to a preferred partner of world class product and service solutions. This is an important consideration for growers.”
He also said Capespan would accommodate with added value the many growers now looking to make their own marketing decisions. He said. “They might require an importing function or servicing to the retailer on the other side.”
In dealings with trading partners, the company needed to position itself as category manager, taking ownership of problems, understanding demands and providing services they value, he said.
And no one would be excluded from doing business with Capespan. “By learning from past mistakes we’ve become a more effective, trustworthy and admired partner. Our customers worldwide must be able to trust Capespan to deliver anytime, anywhere,” he said.
The changing requirements of the European market and increasing competition from South America coupled with external factors, such as freight and labour costs, adverse climate conditions and exchange rate, would see the company adapt in tandem with the world. “We need to create an environment where we continuously strive to share and develop best practise to remain world class.”
He said that the company’s recent restructuring had been an emotional but positive process, and that he could see and end to the cycle of pessimism in the South African industry.
Marginal returns has lead to improved productivity from growers and the free market has seen exporters reduce costs and improve services, he said. “Capespan will provide stability and service to our global customers. And we assure out partners that we’ll continue to differentiate ourselves in a crowded market on a value proposition of service excellence.”
