Nearly half of the apples marketed by South African fruit exporter Tru-Cape are sold across the African continent, reflecting evolving consumer preferences and market dynamics in the region.
In earlier years, only a few apple varieties—Granny Smith, Top Red, and Golden Delicious—were exported to African markets, while red apples were largely consumed locally. Today, the shift is evident. Countries like Kenya and Tanzania now import Royal Gala, Cripps Red, Cripps Pink, and Pink Lady, while demand for red apples and hard pears is also rising in West Africa, where Golden Delicious still leads.
According to Conrad Fick, this transition is partly due to infrastructure challenges, particularly the limited availability of cold storage. Varieties with longer shelf life are now preferred. "Customers need fruit that can withstand longer storage periods," he noted during a media briefing at Tru-Cape's Heritage Orchard in Grabouw.
To support diversification, Tru-Cape began including small quantities of other varieties in its shipments. European exporters also played a role in introducing varieties like Pink Lady, Cripps Red, and Inored to African consumers. However, Fick emphasized that a recognizable brand remains critical, especially in informal markets.
In support of informal trade, Tru-Cape has provided vendors with gazebos and umbrellas to help display produce, increasing visibility and sales potential. Retail accounts for less than 5% of apple sales in Africa, with most transactions occurring in fresh produce markets.
Due to limitations in port infrastructure and clearance delays, Tru-Cape invested in expanding its City Deep facility in Johannesburg over a decade ago. Originally designed to store 600 pallets, the facility now holds 1,200 pallets and enables cross-border buyers from countries like Zambia, Botswana, Zimbabwe, and Tanzania to purchase directly and manage their own logistics. Transit times have been reduced significantly—transport to Tanzania by road takes around nine days, compared to 45 days by sea.
Despite the growth, challenges persist. Currency volatility and restrictions on foreign exchange transfers continue to affect trade. The depreciation of currencies such as the Nigerian naira has also reduced affordability for consumers.
Currently, Tru-Cape exports to over 100 international markets, with Africa and South Africa accounting for about 50% of sales. The company manages around 7,000 hectares of orchards, with 30% yet to reach full production. Annual export volumes have nearly doubled since 2001, from 10 million to 19 million cartons. Europe and the UK, once major buyers, now account for just 11% of exports, down from 30%, due to rising demand in the Middle East and Asia.
Asian markets, including China, Vietnam, and Thailand, are growing. Thailand recently reopened its market to South African apples after a 16-year closure. Initial shipments of Royal Beaut apples have been sent, and approval for pear exports is awaited.
For more information:
Lucille Botha
Tru-Cape
Tel: +27 (0)21 850 1800
Email: lucilleb@tru-cape.co.za
www.tru-cape.com