SOUTH AFRICA – South Africa has solidified its position as a key player in the global Pink Lady apple market, with growing demand, particularly in the United Kingdom, where sales have risen by 13% over the past year.

“South Africa is the largest producer of Pink Lady apples in the Southern Hemisphere. Our supply chain is closely tied to Pink Lady, and I’m optimistic about the future,” said Calla du Toit, procurement manager at Tru-Cape Fruit Marketing and chairman of Pink Lady SA.

He highlighted that South Africa currently produces about 5 million cartons of Pink Lady apples annually, with Tru-Cape handling roughly 20% of the market share.

The majority of South African Pink Lady apples are destined for the UK, with around 2.1 million cartons shipped there each year.

Other notable markets include Europe and Africa, which each receive approximately 1 million cartons. The variety is also gaining ground in India and Vietnam, with high hopes for new market access in Thailand.

“We’ve seen excellent progress in developing new markets over the last five years,” added Calla. “We are optimistic that Thailand will soon open up to our Pink Lady apples, allowing us to compete with other Southern Hemisphere exporters who have a significant presence there.”

Pink Lady apples made their debut in South Africa at the turn of the century and have since developed a strong brand presence.

“The success of Pink Lady lies in the work put into building the brand,” said Conrad Fick, marketing director at Tru-Cape. “It helped drive customers to retail stores, and today, it’s a key variety in major markets like the UK and Europe.”

The high-quality standards and strategic branding have led to Pink Lady apples claiming more shelf space in European markets, pushing out other varieties like Braeburn and Golden Delicious.

Fick believes that these efforts have paid off, particularly with South Africa’s advantageous shipping proximity to key markets.

With growing cost pressures on competitors from other regions like Chile, South Africa has maintained a competitive edge, thanks to its favorable shipping routes and ability to produce fruit sizes preferred by UK and European consumers.

Looking ahead, the industry is focused on cultivating new apple varieties to stay competitive. Ruby Mathilda, an enhanced mutation of the popular Cripps Pink, is expected to become a leading variety under the Pink Lady brand.

“We’re seeing a rise in tree orders for Ruby Mathilda and other varieties like Lady in Red, which will likely replace many Cripps Pink orchards,” noted Calla.

Pink Lady apples have proven to be a highly profitable variety, particularly when grown under optimal conditions and sold with the Pink Lady label.

Producers are increasingly adopting protective measures, such as netting, to ensure their crops meet export standards. “Last season, some cartons sold for more than R500 each in Europe and the UK,” Calla remarked, reflecting the variety’s profitability.

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