At the Agbiz Media Day held in the Western Cape recently, industry leaders and journalists gathered with a clear purpose: to reshape the conversation about South Africa’s fruit industry.
Far beyond its traditional roots, the sector is rapidly evolving through innovation, sustainability, and its vital role in food security and economic growth.
Central to the day was the theme “Reframing the narrative on South Africa’s fruit sector”, which framed the industry as an engine of economic value and social impact. The event demonstrated how the fruit industry plays a crucial part in climate resilience and empowering youth through job creation and community development.
Economic and social impact
Fhumulani Ratshitanga, CEO of Fruit South Africa, shared a detailed view of the industry’s scale and influence. Valued at R86.7 billion, the fruit industry employs over 320 000 full-time workers and supports around 1.28 million dependants in rural communities.
Ratshitanga outlined Fruit South Africa’s vision for a future that is competitive and equitable, but he also did not shy away from the realities of infrastructure challenges and rising costs.
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Facing water scarcity with innovation
One of the biggest hurdles to this vision is water scarcity. Michael Esmeraldo, managing director of Netafim Southern and East Africa, painted a stark picture of South Africa’s water challenges. He revealed that the country is officially classified as water-scarce and ranks among the world’s top 30 driest nations.
“Water shortages have worsened over decades, affecting every aspect of farming. Agriculture relies heavily on irrigation, which uses the largest share of the nation’s water and supports the majority of farm income.
“This dependence makes efficient water management crucial, especially as drought conditions and declining water supplies intensify the challenges faced by farmers,” he said.
He described how improving efficiency through technologies like drip irrigation is vital to preserving precious water resources. His example of how switching irrigation methods can save thousands of cubic metres of water made clear that innovation isn’t optional; it’s essential.
Export champions with local heart
Building on this theme of resilience and impact, the role of the table grape industry came into sharp focus through Mecia Petersen. As CEO of the South African Table Grape Industry (SATI), Petersen brought the story closer to home: despite most of the produce being destined for export, the industry’s reach goes far beyond just selling fruit overseas.
“The sector spans over 19 000 hectares, involves more than 300 producers, and provides employment to around 105 000 people across South Africa. With over 95% of its production exported, the industry is heavily reliant on international markets yet remains deeply invested in local communities,” Petersen said.
Petersen reminded the audience that food insecurity is a persistent and growing concern, both in South Africa and globally.
“While only a fraction of fresh fruit is sold locally, the sector supports food security by creating vital jobs and investing in social programmes such as on-farm daycare, aftercare centres, and bursaries for tertiary education,” Petersen said.
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