As South Africa's apples and pears become more sought after in the key Eastern markets of India and China, the opening of Thailand as a new market for apples will hopefully be realised soon. According to Jacques du Preez, GM for trade and markets at industry body Hortgro, "The East has been growing in importance as a collective destination for both SA apples and pears and we foresee further growth as current markets like India and China keep on growing and Thailand opening hopefully soon for apples."
Exports up to now to the Far East and Asian markets currently represent 33% of apple exports and 17% of pear exports from South Africa. "The Far East and Asia is the main destination for South African apples, with India receiving 26%, Bangladesh 25% and Malaysia 16% of the exported fruit to this region. Colour wise, exports to the Asian markets are 62% Red Bi-coloured apples, 28% Red apples, 9% Green apples and only 1% Pink-Bi apples," du Preez gives the breakdown of figures.
Apple exports to India have increased on a yearly basis. Over the past five years volumes have gone from about 200 000 cartons to just below 3 million equivalent cartons (12.5kg), which is an increase of 54%. "Red Bi-coloured apples represent 81% of the apple profile in India of which Royal Gala/Gala is the main variety; 46% followed by BigBucks 33%. Volumes of Royal Gala/Gala have reached 1.34mil cartons which is a 34% y-o-y increase. It is estimated that apple volumes to India will continue to grow. South Africa sent about 1.22 mil eqv. cartons (12.5kg) pears to India, which represents an increase of 3% year-on-year. Main varieties exported are Packham's Triumph (37%), Forelle (23%) and Vermont Beauty (22%)."
In the current export season to China has seen a slight decrease of volumes for both apples and pears. "Apple and pear volumes to China have slightly decreased year-on-year, but we don't foresee this as an ongoing trend, but rather a result of the season. Although 2024 is the now only the third year that South Africa can export pears to China, volumes have reached 200 000 eqv. cartons (12.5kg), with Forelle being the main variety exported. We did notice that varieties such as Cheeky and Celina, which is the early season, blush, summer pears, have both seen volumes double from 2023. Whilst India's focus for apples are Red Bi-coloured, China prefers Red Apples 60%. Fuji is the main apple variety and it also represents 60% of the volumes," states du Preez.
China market development campaign
In the 2024 season, Hortgro's Chinese market development campaigns had the same key visuals, messages and goals than in previous seasons says du Preez. "The objective of the campaign is to increase purchasing and awareness of South African apples and pears and to increase market share in the Chinese market. Strategic focus going forward is on Tier 2 cities. The campaign is outlined by retail promotions with retailers like Fruitday and Cityshop, PuPu and Pagoda. Promotions are also held in the Wholesale market strategically tailoring the event for traders. Themed group events, with a particular focus on engaging mothers and kids are also held with large outdoor activities also being held. Overall the market development campaign in the Chinese market has been successful in achieving its key objectives we have also established a good foundation for further development in the future."
Smaller volume of South African stone fruit to the Far East and Asia
"Taking stone fruit into consideration, the Far East and Asia represents a smaller portion of export destinations. South Africa's main stone fruit destinations are Europe, the United Kingdom and the Middle East, however these traditional markets have their challenges. We are currently working with the Chinese government to gain access for stone fruit (apricots, peaches, nectarines, plums and prunes) and are very excited by the prospects to export stone fruit to China for the first time in history. If China is open to our Stone Fruit, it will provide South Africa with more export opportunities.
He concludes by saying, "the aim of attending Asia fruit Logistica is to meet with key stakeholders, clients, colleagues and partners, not only in the Eastern markets, but all over the world. It is an annual opportunity to showcase what we as SA fruit industry has to offer."
Hortgro will be exhibiting at Asia Fruit Logistica. You can find their booth in Hall 5, stand Q02.
For more information:
Jacques du Preez
Hortgro
Tel: +27 021 870 2900
[email protected]
www.hortgro.co.za