South African fruit producers must strengthen competitiveness and adaptability as global trade conditions evolve, with growing emphasis on compliance, market diversification, and value chain efficiency.
This message on export awareness was central at the recent webinar of the National Agricultural Marketing Council (NAMC).
NAMC agricultural economist Bernard Mangani highlighted the rapidly changing trade environment, driven by shifting consumer preferences, climate disruptions and geopolitical tensions.
“The global food trade is evolving, with consumers increasingly prioritising traceability and sustainability. At the same time, climate-related disruptions and geopolitical conflicts are affecting production cycles and logistics,” he said.
Global trends
He warned that rising protectionism, including tariffs and stricter sanitary and technical standards, is making market access more difficult.
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Despite these pressures, South Africa’s agricultural sector shows resilience, with modest economic growth of 0.4% in the fourth quarter of 2025, supported by field crops and horticulture.
“We must position South Africa to respond effectively to these global changes while ensuring inclusive participation in export markets,” Mangani added.
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Mangani identified opportunities in Africa, the Middle East and Asia, noting South Africa’s citrus and subtropical fruit industries remain globally competitive.
“There are significant opportunities in new markets, particularly across Africa, the Middle East and Asia, where demand is growing,” he said.
The webinar aimed to equip producers with technical knowledge and institutional connections, including engagement with the department of trade, industry and competition (DTIC) and industry bodies.
The DTIC deputy director, Mahlatse Mothapo, outlined government support programmes for producers and agribusinesses, emphasising innovation and value addition to strengthen export competitiveness.
“We support businesses across the innovation cycle, from research and development to prototyping and commercialisation, particularly where new or improved products and processes are involved,” he said.
He highlighted agro-processing support, including sorting, grading, packaging, cold storage and other value-adding processes. These interventions improve product quality, extend shelf life and enhance market readiness.
Funding mechanisms include the Agro-Processing Support Scheme, the Manufacturing Support Programme and the Black Industrialists Scheme. The DTIC’s Critical Infrastructure Programme can co-fund bulk infrastructure projects, such as farm water supply systems, bringing essential infrastructure closer to production sites and enabling more efficient operations.
Market access challenges
Piet de Jager, CEO of the Fresh Produce Exporters’ Forum (FPEF), stressed that market access is critical for growth and sustainability.
“South Africa exports around 60% of its fruit production, generating approximately R80 billion annually and supporting about 320 000 jobs across the value chain,” he said.
Market access requires navigating tariffs, non-tariff barriers and strict phytosanitary requirements. “These processes are complex and can take years to negotiate, particularly where pest risk assessments and compliance protocols are involved,” he said.
Compliance with international standards is increasingly stringent and costly but essential.
“Traceability is non-negotiable. Every consignment must be traceable back to the orchard or field,” De Jager said. Non-compliance can result in rejected shipments, financial losses and reputational damage, and may even close entire markets to South Africa. Beyond Global Gap, exporters must meet retailer-specific, social and environmental standards, especially in Europe.
Efficiency in logistics key to profitability
“Time and temperature are critical. The entire process, from harvest to shelf, typically needs to be completed within about 28 days,” De Jager explained. Disruptions from port congestion or weather delays can reduce quality and returns. While the EU and UK remain key markets, nearly half of exports, diversification into Asia and the Middle East, is growing.
“We are increasingly focusing on Asia and the Middle East as growth markets, particularly given rising demand and counter-seasonal opportunities,” he said.
However, high tariffs in countries such as India and China limit competitiveness compared to rivals like Chile and Peru with favourable trade agreements.
Despite challenges, new opportunities are emerging, including expanded access for stone fruit to China and efforts to secure improved trade agreements.
“We are seeing encouraging collaboration between government and industry, as well as innovation in areas such as cold chain logistics and digital traceability,” De Jager said. Sustained growth will depend on aligning production, compliance and logistics with evolving global requirements.
“South Africa has built a strong reputation as a reliable supplier of high-quality fruit. Protecting and strengthening that reputation is essential for long-term success in global markets,” he said.
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