Tru-Cape, a major South African apple supplier, is solidifying its position as a leading provider of Pink Lady apples to European markets. The company's exports to Europe have seen significant growth since 2020, reflecting a sustained increase in demand among European consumers. This growth is notable despite a challenging season marked by storms and strong winds towards the end of the harvesting season.
The storms and strong winds, particularly in Ceres and Villiersdorp, resulted in substantial damage to the apple crop, with many fruits being blown off trees and bruised. However, Tru-Cape has reported further growth in Britain, where nearly all of its Pink Lady retail programs were expanded this season. According to Stefanie de Puysseleir, responsible for Tru-Cape's overseas marketing of apples and pears, the volume supplied to British retail programs increased by over 16%.
The growth in Pink Lady apples is encouraging and reinforces Tru-Cape's position with key retailers for future seasons, said Karlien van Zyl, export manager for Britain and Ireland at Tru-Cape. The company's extensive producer base supports a consistent supply of Pink Lady apples, with producers spread across South Africa's main apple-growing regions, including the Witzenberg Valley, Bokkeveld, Vyeboom, Grabouw, Villiersdorp, and the Langkloof.
These regions offer diverse microclimates that are highly suitable for the development of Pink Lady apples' characteristic color, according to Calla du Toit, Tru-Cape's procurement director. The geographical spread of producers also means that Tru-Cape's production risk is well-diversified, ensuring a consistent supply of high-quality Pink Lady apples year after year.
The South African apple industry has a long-standing relationship with British and European markets, dating back to the 1980s, explained du Toit. The Pink Lady apple was specifically developed for production in both hemispheres, making it available throughout the year. South Africa, and Tru-Cape in particular, has become a crucial source for the Northern Hemisphere's markets during the Southern Hemisphere's season.
Initially, the company was uncertain about how the Pink Lady brand would perform in these markets, but over time, it has become clear that the color and taste are highly regarded, especially in Britain. According to du Toit, South African apple farmers currently supply around 80% of the Southern Hemisphere's Pink Lady apples.
Locally, Pink Lady apples also play a significant role, with combined exports of Pink Lady and Cripps Pink apples reaching nearly 9 million MK6-equivalent cartons, making it South Africa's largest apple export category after Gala. Tru-Cape's success in the European market is a testament to the quality and appeal of South Africa's Pink Lady apples.
Key points
- Tru-Cape's exports of Pink Lady apples to Europe have grown significantly since 2020.
- The company's producer base is spread across South Africa's main apple-growing regions, supporting a consistent supply of high-quality apples.
- South African apple farmers supply around 80% of the Southern Hemisphere's Pink Lady apples.
