Despite frost heavily affecting early cherry varieties, Tru-Cape’s cherry growers remain positive about the overall quality of this season’s harvest and the promising opportunities available in local and international markets.
Deon Malherbe from Eselfontein Farm in the Warm Bokkeveld in the Western Cape noted that the season is running about fourteen to sixteen days later than last year.
“While there may be less fruit on the trees this season, the quality and size of the fruit are outstanding,” he said.
Malherbe is particularly enthusiastic about advancements in cultivar development in the cherry space.
New cherry varieties shine
“The new generation of varieties outshine the older cultivars, and you might want to reconsider your approach if you’re not using the best varieties available. Factors like fruit size, shelf life, taste, and yield will guide you when selecting varieties,” he said.
According to Nico Verhoef, the financial director at Witzenberg Properties, early varieties of which about 40% to 60% were destroyed by frost during the flowering stage, represent only approximately 10% of the overall crop.
“Producers in the early market segment faced a significant setback, but the reduced volume helped to drive prices upwards.
“We were also concerned that the cool spring conditions and late-season rain might affect the sugar levels of the cherries. However, to our delight, we are now harvesting firm cherries with high sugar levels,” he said.
Verhoef said there is a genuine risk that supply may eventually surpass the local demand; hence, it is crucial to diversify and explore new markets promptly.
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Johan Brink, Tru-Cape’s national marketing manager, says the market is currently empty, and cherry prices are approximately 25% higher than last year.
“The local market prices are aligned with those in the export market, and we are experiencing strong demand from local retailers and municipal markets.
“The local public is more aware of cherries, and there is growing demand for them even in the informal market,” Brink said.
Branching out to global markets
Meanwhile, Tru-Cape said around 70% of its cherry harvest is sold within South Africa, but they see promising opportunities in the United Kingdom, Europe, the Far East, and the Middle East.
The South African Cherry Association reports a remarkable 54% growth in cherry orchards from 2020 to 2023. Notably, around 73% of the country’s cherry production occurs in the Ceres area, where many of Tru-Cape’s shareholders are actively farming.
The managing director of Tru-Cape, Roelf Pienaar, said they aim to increase their volumes in the upcoming seasons, particularly to take advantage of opportunities in trading markets like the Far East and the Middle East.
“At Tru-Cape, our sole purpose is to create value for our growers, and we now have the chance to enhance their farming operations by marketing and promoting quality cherries,” he said.
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