Tru-Cape adjusts to changing apple and pear preferences in Africa

SOUTH AFRICA – The minister of agriculture has acknowledged the impact of South African apple and pear exporters on the African market, noting how companies like Tru-Cape have influenced consumer preferences across the region.

Twenty years ago, red apple varieties such as Granny Smith, Top Red, and Golden Delicious dominated the African market.

Today, the landscape has changed, with consumers in different regions preferring a broader selection of apples and pears. According to Conrad Fick, Tru-Cape’s marketing director, this shift is largely driven by the need for fruit with a longer shelf life and by strategic decisions within the company.

“East African markets such as Tanzania and Kenya now buy Royal Gala, Cripps Red, Cripps Pink, and Pink Lady from us,” Fick said at a recent media event in Tru-Cape’s Heritage Orchard on Oak Valley Estate in Grabouw.

“While Golden Delicious remains the dominant variety in West Africa, red apple varieties and hard pears are steadily gaining ground.”

This change has been gradual, influenced by both market demand and logistical considerations. In many African countries, cooling infrastructure remains a challenge, making fruit that can withstand longer storage periods more attractive to buyers.

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

Tru-Cape has taken an active role in shaping market preferences by introducing new varieties to shipments. “We strategically added a pallet or two of different varieties to shipments to create a better balance,” Fick noted.

“Additionally, European suppliers – our biggest competition on the continent – have played a key role in introducing varieties such as Pink Lady, Cripps Red, and Inored to the market.”

While many African consumers still buy apples loose at fresh produce markets, Tru-Cape has supported street vendors by providing gazebos and umbrellas, which not only help to protect the fruit but also enhance brand visibility.

Expanding market access through city deep facility

To address logistical challenges, Tru-Cape expanded its City Deep facility in Johannesburg over a decade ago, allowing African buyers to source 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 we haven’t looked back since,” Fick said.

This facility has been instrumental in improving delivery times. “Previously, shipping fruit to a client in Tanzania via sea freight would take 45 days. Now, with their own trucks, it takes just nine days. This benefits both parties – the client gets a fresher product, and for us, it’s a cash transaction, which helps with credit management.”

Despite its success, doing business in Africa comes with challenges. “One of the biggest issues is getting enough foreign currency out of these countries, even after clients have made payments,” Fick said.

He also highlighted currency fluctuations, such as the weakening of the Nigerian Naira, which affects the affordability of apples.

However, Tru-Cape continues to expand its presence. “Approximately 50% of our total basket is sold in Africa, including domestic sales in South Africa,” said Roelf Pienaar, managing director at Tru-Cape. “But our reach goes far beyond that. We export to 105 markets, helping us spread our risk across multiple regions.”

Tru-Cape has doubled its annual exports since its founding in 2001, now shipping 19 million cartons worldwide. While traditional European markets remain important, demand from Asia has grown significantly. “We recently shipped our first volumes of Royal Beaut apples to Thailand after a 16-year absence. There’s also strong potential for Royal Gala types like BigBucks Gala,” Pienaar said.

South African pears could soon gain access to Thailand as well, further strengthening the country’s global fruit trade. “We are eagerly awaiting the opening of the Thai market for South African pears, which we hope will happen soon,” Pienaar added.

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.