Innovation fuels bright future for SA pome fruit

Despite a landscape of global logistics hurdles and geopolitical tension, South Africa’s apple and pear industry is entering an exciting new chapter.

According to Calla du Toit, Tru-Cape Fruit Marketing procurement director and Hortgro Pome chairman, the industry is well-positioned for long-term growth driven by innovation and a new generation of talent.

Du Toit, a fruit grower since 1997, believes that while the industry must resolve several current issues, its foundations remain world-class.

“I firmly believe that for South Africa, the best is yet to come. We are going through a phase where we need to resolve several issues, but the foundations of our industry are strong, and the opportunities ahead are significant,’ he said.

South Africa has built a global reputation as a reliable supplier, a feat Du Toit attributes to highly disciplined production systems.

Speaking in a recent podcast with Lucentlands, he explained that the pressure of meeting strict supermarket programmes has professionalised the industry. When fruit is packed with a specific sell-by date, the entire supply chain must function perfectly.

He said this professional environment has also shifted how growers interact. Where independence was once the norm 15 years ago, the industry now thrives on cooperation.

“Today, there is far more cooperation and information sharing. Growers partner with one another and with commercial companies to remain competitive and negotiate better with global retailers,” he said.

A new generation of fruit growers

One of the most encouraging trends for the sector is the influx of young, globally connected talent. This includes both the children of farming families returning to the land and young professionals building careers through innovative partnerships.

“They travel the world, they see what other growers are doing, and they communicate constantly. That openness helps us stay competitive and learn from the best orchards internationally.”

The industry’s export footprint has evolved beyond its traditional reliance on Europe and the United Kingdom. Tru-Cape now exports to over 105 countries, with significant growth in Asia, the Middle East, and across Africa.

Du Toit highlighted India, Vietnam, Thailand, and China as markets with “giant potential”. Furthermore, Africa remains a vital market where demand is growing not only for traditional varieties but also for premium fruit like Pink Lady and Flash Gala.

Technological advances are allowing growers to produce more with fewer resources. Du Toit explained that modern orchard systems, including new rootstocks, denser plantings, and protective netting, have seen some growers double their productivity from 50 tonnes to over 100 tonnes per hectare on the same land.

This efficiency will be critical as water availability becomes a defining challenge. “Our growers have already made major strides in improving efficiency, but careful management of natural resources will remain critical,” he added.

While the outlook is positive, logistics, specifically port efficiency, remains a significant obstacle.

Poor performance at the Port of Cape Town has forced exporters to redirect containers to Durban and Port Elizabeth at an increased cost to the grower. Du Toit remains optimistic, however, that addressing these infrastructure issues will benefit not just agriculture, but rural communities at large.

“South Africa has enormous potential. Our diversity makes us stronger and helps us adapt to change. If we continue focusing on solutions and building together, the future of our apple and pear industry and our country is very bright.”