Ashton in the Western Cape is entering a new era. From 1 October 2025, the well-known Langeberg & Ashton Foods will officially transition into Langeberg Foods (Pty) Ltd, marking the end of a five-year journey to secure the future of both the Ashton factory and South Africa’s deciduous fruit industry.
Tiger Brands first announced in 2020 that it intended to exit the deciduous fruit business. Now, after years of uncertainty, farmers, workers, and the local community can look forward to renewed stability.
New ownership model
In a statement released this morning, the company says the new ownership structure brings together three key players. Norfund, the Norwegian development finance institution, is one of the principal shareholders, joined by the Ashton Fruit Producers Agricultural Co-Operative (AFPAC), which represents over 100 fruit producers in the Western Cape.
In addition, the newly established Langeberg Community Trust will hold a 10% stake in the business. Seeded with R150 million from Tiger Brands, the trust ensures dividends flow directly back into the Ashton community to fund socio-economic projects.
“This is a unique opportunity to secure jobs and local ownership in a business that is vital to the community and with big growth potential,” says Pindie Nyandoro, Norfund’s regional director for Southern Africa.
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Jobs and community upliftment
The Ashton factory is the backbone of the Breede River Valley economy, employing more than 3,000 seasonal and permanent workers. Over 80% of its canned fruit and puree is exported, making it a crucial earner of foreign income for the country.
“The successful conclusion of this transaction marks the end of a five-year journey to find a viable buyer and secure a sustainable future for Langeberg and Ashton Foods,” says Tjaart Kruger, CEO of Tiger Brands.
“The new owners of the business bring considerable agricultural sector expertise and insights along with a vested interest in the sustainability of this iconic business, which has employed generations of people from the region.”
Kruger adds that Tiger Brands’ R150m investment in the Langeberg Community Trust is a way of ensuring the company continues to uplift communities “long after our exit.”
Vision for the future
The factory will now be led by CEO Edwin Kriel, who is committed to a vision that blends heritage with growth.
“At Langeberg Foods, our vision is to honour South Africa’s proud fruit heritage by delivering world-class quality, driving sustainable growth, and empowering people through a culture of pride and partnership. Ashton is more than just a factory; it is the heartbeat of a community, and this reopening is about creating jobs, uplifting people, and building a stronger, more sustainable future.”
The Ashton Fruit Producers Co-operative also welcomes the deal, saying it provides much-needed stability for the industry.
“With the sale completed, the producers are looking forward to stability in the industry and the prospects of planting new orchards and sustainable growth to the benefit of all in the value chain,” says Anthony Dicey, AFPAC chairman.
The deal was the result of years of negotiations between Tiger Brands, local farmers, financial partners, and community leaders. With the official handover now complete, Ashton and the broader Langeberg region are set to reap the rewards of local ownership, investment, and a renewed vision for the future.
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