Tru-Cape strengthens apple & pear exports in Africa and Asia

Tru-Cape, a leading South African exporter of apples and pears, has successfully leveraged agricultural innovation to meet the shifting demands of African consumers. With approximately half of its total exports marketed within Africa, the company said it remains at the forefront of the continent’s evolving fresh fruit industry.

At a recent media event at Tru-Cape’s Heritage Orchard on Oak Valley Estate in Grabouw, Tru-Cape marketing director Conrad Fick said for the past two years, the company has reshaped itself in exports, especially in Africa.

“Twenty years ago, Granny Smith, Top Red, and Golden Delicious were the only varieties making their way to African markets, while red apples were mostly sold locally. Today, the change is evident not only for red varieties but also for bi-coloured apples. East African markets such as Tanzania and Kenya now buy Royal Gala, Cripps Red, Cripps Pink, and Pink Lady from us,” he said.

Fick said infrastructure, particularly cooling facilities, remains a significant challenge in African markets. As a result, customers need fruit that can withstand longer storage periods.

Impact on African markets

“In African markets, where consumers often have only one chance to purchase, brand reputation is crucial. A strong brand signifies quality and reliability and ensures buyers have a point of contact in case of any issues,” he said.

Tru-Cape’s efforts to introduce African consumers to a wider selection of apples and pears have paid off.

“We strategically added a pallet or two of different varieties to shipments to create a better balance. Additionally, European suppliers – our biggest competition on the continent – have played a key role in introducing new varieties such as Pink Lady, Cripps Red, and Inored to the market,” he said.

Fick explained that most business transactions take place in port cities, where old reefer containers serve as makeshift cooling facilities. Port clearance delays remain a major challenge. To address this, Tru-Cape bought and expanded its City Deep facility in Johannesburg eleven years ago, allowing African buyers to cross the border into South Africa to purchase fruit directly.

“We initially doubled our storage capacity to 1 200 pallets, thinking we would never fill it. Within eighteen months, it was at full capacity, and haven’t looked back since. Clients from Zambia, Botswana, Zimbabwe, and even Tanzania now buy from the facility, where they can personally select their fruit. One thing is clear the redder the apple, the better the sales.”

Holding steady in Asia

He further noted, “Previously, shipping fruit to a client in Tanzania via sea freight would take 45 days, despite its proximity. Now, with their own trucks, it takes just nine days. This is a win-win situation the client receives a fresher product that can be sold immediately without waiting for port clearance, and for us, it is a cash transaction, which is beneficial for credit management.”

Roelf Pienaar, managing director at Tru-Cape, says the company is proud that approximately 50% of its total basket is sold in Africa, including domestic sales in South Africa.

“However, our reach extends far beyond that. We export to 105 markets, allowing us to spread our risk across multiple markets.

“We have around 7 000 ha of orchards within the Tru-Cape group, with approximately 30% of those expected to become productive in the coming years. This means we must balance our approach across both established and emerging markets while optimising fruit sizes to maximise returns for our producers,” he said.

Pienaar added that while markets like China and Vietnam continue to perform well, the real excitement is in Thailand. In December, South African apples regained access to Thailand after a 16-year closure caused by an administrative error.

“In the past, Thailand was a key market for us, with Tru-Cape exporting over 100 containers per year. We recently shipped our first volumes of Royal Beaut apples to Thailand, and we see significant potential for Royal Gala types like BigBucks Gala. We are also eagerly awaiting the opening of the Thai market for South African pears, which we hope will happen soon,” he said.

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