South Africa’s citrus industry is not letting global trade turbulence sour its ambitions. Despite mounting uncertainties, the industry still believes that its Vision 260 to export 260 million cartons and create 100 000 jobs by 2032 is well within reach.
So says Dr Boitshoko Ntshabele, the newly appointed CEO of the Citrus Growers’ Association (CGA), who has hit the ground running with a strong focus on expanding market access, navigating geopolitical trade tensions, and ensuring the industry remains a key driver of inclusive economic growth.
Food For Mzansi spoke to Ntshabele about the road ahead for the industry. From tackling trade barriers and port inefficiencies to pursuing ambitious job creation targets through the Vision 260 strategy.
Tiisetso Manoko: What’s been at the top of your agenda since stepping in as CEO?
Dr Boitshoko Ntshabele: I have been focusing largely on expanding the market access of our citrus growers, including a trip to India. Responding to the US tariff, luckily paused for 90 days, is still an ongoing effort.
Our export season has also begun, so there has been a lot of keeping track of how the start of the season is progressing. In the past few weeks, I’ve had the privilege of traversing the citrus-producing regions of our country to meet citrus growers.
Although I come from an agricultural background and already know many people in the citrus industry, it has been truly enlightening to meet other men and women who dedicate their lives to cultivating the world-class fruit we export, and to experience their commitment to job creation and inclusive economic growth in South Africa.
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How did the Trump-era trade policies affect citrus? Any new markets on your radar?
We need to make a new trade deal with the US. It is not at all easy to divert citrus to other markets, because a lot of fruit is grown within market specifications. And beyond that, because of many young trees, SA will have a lot of fruit coming off our trees in the next few years. So much fruit that we can, through increased exports, create 100 000 jobs with them. But for that to happen, we need to retain and expand all our markets and find some new ones.
With ports still a major challenge, how do you see the CGA addressing this in the future?
It was wonderful to talk with Michelle Phillips, group CEO of Transnet, at our recent Citrus Summit in Gqeberha. We greatly appreciate all that has so far been done by Transnet to address the situation, through new equipment, for example, but we sorely need the type of big structural change that public-private partnerships can bring.
What’s your vision for the citrus industry in 10 years?
The industry really still has a shot at achieving its Vision 260: exporting 260 million cartons by 2032, thereby creating 100 000 new jobs. If all the role players come together to remove obstacles and open new markets, this can happen. I want us to be able to look back in 10 years’ time and say we, as the CGA, did our part in turning the SA economy around and led the way in the transformation of South African agriculture.
What’s your message to the industry as the new leader?
Perhaps the word “access” sums it all up. Increasing market access and with it, inclusive growth. Making sure those who want it have access to economic opportunities through the citrus industry. And being accessible, we are a grower association, and our doors must always be open to all farmers. Access is very close to success.
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