The expansion of cherry tree plantations has set the stage for the growth of this sector within the local deciduous fruit market. Tru-Cape is in discussions to secure market access for South African cherries in China by 2027, with the national marketing manager, Johan Brink, identifying the United Kingdom, Europe, the Far East, and the Middle East as potential growth markets. Presently, South Africa contributes less than 1% to global cherry exports.
Out of the 3,090 tons of cherries produced in South Africa last year, exports accounted for 41%, local sales 40%, waste 17%, and processing 2%, as per the South African Cherry Growers' Association.
The optimism in the cherry industry is partly due to a 54% increase in the cherry orchard area from 2019 to 2023, boosting interest among local retailers and consumers. Tru-Cape's strategy has traditionally focused on the local market to mitigate risks, but with the expansion in cherry production, the focus is shifting toward increasing exports. Witzenberg Properties' financial director, Nico Verhoef, highlighted the importance of diversifying and exploring new markets to prevent supply from surpassing local demand.
Tru-Cape's managing director, Roelf Pienaar, mentioned that cherries present a viable diversification option for apple and pear farmers. The Ceres area, a major cherry production hub, experienced early frost damage this season, affecting 40-60% of early varieties. This loss has led to a 25% price increase over the previous year. Despite this, the Western Cape remains the leading cherry producer in South Africa, with 53% of local sales occurring at the Johannesburg Fresh Produce Market. Industry data shows an increase in local sales from 58,471 five-kilogram cartons in the 2022-23 season to 84,631 cartons last year.
Source: freight news