There’s been a significant shift in the way consumers view and buy avocados. A decade ago, only a few South Africans deemed avocados a planned purchase as opposed to an impulse buy. Now, more shoppers are adding avocados to their shopping lists when heading out to get fruit and vegetables.
According to Sylvia Jones of Lodestar Marketing Research, who conducted research on behalf of the South African Avocado Growers’ Association, only 36% of people surveyed in 2012 planned to buy avocados. The company’s latest round of research showed that 68% of respondents said it was a must-buy, Jones told attendees at the 2021 Subtrop marketing symposium recently, FreshPlaza reports.
Over half (56%) said that avocados were now a staple in their household, for which they were willing to pay R25 for two. 71% said they find avocados to be affordable in general.
“Quality has become more important than price,” Jones further noted. This characteristic was considered the most important yardstick by only 28% of respondents in 2012, but now around half (49%) consider quality as weighing heavier than price in considering a purchase.
And South Africans still prefer green-skinned avocados, but there are indications that consumers are slowly switching, with 28% currently preferring dark-skinned fruit, compared to 21% in 2012.
ARC invests in black wine producers
In a bid to change the underrepresentation of black wine producers in South Africa, the Agricultural Research Council (ARC) launched the Wine Arc in Stellenbosch, Western Cape. It is a one-of-a-kind “brand home” for black-owned wine enterprises, at the ARC Nietvoorbij Cellar Complex.
At the launch of the wine hub, ARC chairperson Joyene Isaacs noted that creative partnerships formed the core of the event.
“[And] collaboration is critical not only for the wine industry but for South Africa as well as the ARC. We have to work together and we need to think out of the box for the benefit of our people,” she said.
Over the last few years, the ARC invested in the upgrade of the winemaking facilities, tasting room and sensory evaluation lab, and has embarked on a number of projects.
It held its inaugural national emerging winemakers symposium (NEWS) indaba in 2018 with the vision is to share knowledge and to learn from one another – both to enable growth within the industry and to benefit the broader South African society.
The symposium was a precursor to the ARC’s Nietvoorbij Cellar Complex housing the Wine Arc.
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