A coalition of South African citrus growers is working together to reposition a grapefruit variety in European markets. Under the Citrus Growers’ Association (CGA) of Southern Africa, a dedicated group of Star Ruby growers has formed a marketing committee with a shared goal: to reinvent the fruit’s image and stimulate new demand.
By contributing voluntarily to a collective marketing fund, the growers have launched a new brand, SummerStar Ruby Grapefruit, along with a unified marketing campaign aimed at reshaping perceptions of the fruit across Europe.
According to International Trade Centre Trade Map data, grapefruit exports to the European Union have only increased by 10% over the last decade. For Barry Landman, chairman of the Grapefruit Variety Focus Group, that’s a sign that something needed to change.
“They’ve historically been seen as bitter and old-fashioned. But SummerStar Rubies are sweet, tangy and versatile and will help elevate food and cocktail menus if given the opportunity,” Landman said.
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Industry-wide collaboration
Landman explained that individual growers decided to set aside brand competition for the greater good of the industry. The campaign is focused on uplifting the entire grapefruit category.
“By working together, we are building a stronger future for the industry. South Africa is one of the major suppliers of Star Ruby Grapefruits globally, which presents huge growth potential. It made good business sense to rebrand and position it as a healthy and affordable summer fruit, capitalising on the warm European months when consumers are looking for fresh and easy foods,” he said.
According to Landman, this approach to uplifting the grapefruit category is expected to drive export growth and create new employment opportunities, contributing positively to the wider South African economy.
Europe remains a key citrus market for South African growers, with established supply chains and a loyal customer base. The campaign team sees the continent as a natural launchpad for the SummerStar Ruby.
Nicci Stewart, campaign manager for SummerStar Ruby, said many European consumers already know and appreciate SummerStar Ruby Grapefruits for their vibrant colour, sweetness, and quality.
“Our focus is on winning over consumers who only associate grapefruit with bitterness or with something eaten when they’re feeling sick or visiting their grandparents.”
Nicci Stewart
“One of the key advantages of the campaign is the timing. SummerStar Rubies are grown and harvested during South Africa’s winter months, which aligns perfectly with Europe’s summer season, making the fruit an ideal addition to warm-weather meals and drinks.
“SummerStar Rubies are already known for their numerous health benefits. But they’re delicious too, and the gorgeous colour adds vibrancy to any dish or cocktail. We’re trying to position it as part of a summer lifestyle, rather than something you only eat when you have the flu,” Stewart said.
Premium fruit with a sustainable edge
Germany has been chosen as the first European market to launch the SummerStar Ruby campaign in 2025. It’s a market that values health-conscious choices, sustainability, and quality, but also affordability.
“SummerStar Rubies tick all of these boxes. They are produced in world-class growing conditions in South Africa, meet strict EU import standards, and thanks to advanced cold-chain technology, they arrive fresh and flavourful,” Landman said.
Looking ahead, the growers plan to expand the campaign into additional European countries in 2026. Stewart is optimistic about what lies ahead.
“This is just the beginning of grapefruit’s reinvention. This marketing initiative is vital to the industry’s long-term success, and thanks to the efforts of this group of growers, SummerStar Ruby Grapefruits are about to have their day in the sun,” she said.
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