Salix Fruits expands South African operations with new country manager
SOUTH AFRICA – Salix Fruits has announced the appointment of Andy Froggatt as its new Country Manager for South Africa, strengthening its presence in the region as part of its ongoing global expansion.
With over 30 years of experience in international fruit sales and procurement, Froggatt brings a wealth of knowledge to the company.
His role will involve overseeing business growth, developing fruit procurement strategies, and reinforcing Salix Fruits’ market position in South Africa.
Salix Fruits views South Africa as a crucial market for sourcing and supplying fresh produce. The company believes Froggatt’s leadership will be instrumental in building strong relationships with local growers and expanding its reach.
“We are thrilled to have Andy on board,” said Ignacio Vidales, Sales Director of Salix Fruits. “His extensive experience and industry knowledge make him a key addition to our team. We are confident that his leadership will help us strengthen our presence and expand our opportunities in South Africa.”
Salix Fruits, an American-based fresh fruit import-export company, has been in the business for over 15 years. It specializes in apples, lemons, oranges, mandarins, pears, and grapes.
The company collaborates with more than 80 producers across 18 countries, serving 400 customers in 57 countries. Founded in 2013 by Juan González Pita and Luis Elortondo, Salix Fruits has built a reputation for reliability and high-quality produce.
Winter Citrus Program Expansion
As the company moves forward in 2025, it is focusing on its winter citrus program in the U.S. This segment plays a key role in its annual sales volume, with thousands of tons imported and distributed worldwide every season.
“Winter citrus is a high point of our business,” said COO Juan González Pita. “It accounts for a significant portion of our annual volume, with thousands of tons imported and distributed worldwide each season. This category not only drives our winter sales, but also strengthens our relationships with growers and retail partners, ensuring consistent supply and top-notch quality.”
Salix Fruits’ customers include major retail chains and wholesalers, and the company places strong emphasis on building long-term relationships.
“Successful relationships stem from trust, transparency, and a shared commitment to quality,” Pita said. “We work closely with our partners to anticipate their needs, provide tailored solutions, and support them in promoting fresh, flavorful citrus to their consumers.”
The company is addressing supply chain difficulties and the impact of climate change on citrus crops. To manage these issues, it is investing in advanced logistics solutions, broadening its supplier network, and working with growers to adopt sustainable farming practices.
Pita believes that retailers can boost sales this season by emphasizing citrus’s health benefits, improving in-store displays, and sharing recipe ideas to engage consumers.
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