Company true to its word

It is a company that looks out for the surrounding Grabouw community and is continuously engaged in job creation. What’s more, approximately 50% of all apples marketed by fruit exporter Tru-Cape are sold in Africa, and it continues to stay ahead of shifting consumer preferences and developments in the continent’s fresh-fruit industry.
“Twenty-two years ago Granny Smith, Top Red and Golden Delicious were the only varieties making their way to African markets, while red apples were mostly sold locally,” said Tru-Cape Marketing Manager Conrad Fick, who spoke at a recent media event held in Tru-Cape’s Heritage Orchard on Oak Valley Estate, Grabouw. “Today, the change is evident, not only for red varieties, but also for bi-coloured apples. East African markets, such as Tanzania and Kenya, can now buy Royal Gala, Cripps Red, Cripps Pink and Pink Lady from us. While Golden Delicious remains the dominant variety in West Africa, red apple varieties and hard pears are steadily gaining ground.”
He attributed this shift in demand to the superior shelf life of these varieties. “Infrastructure, particularly cooling facilities, remains a significant challenge in African markets. As a result, customers need fruit that can withstand longer storage periods.”
Tru-Cape’s efforts to introduce African consumers to a wider selection of apples and pears have paid off. “We strategically added a pallet or two of different varieties to shipments to create a better balance,” Fick explained. “Additionally, European suppliers – our biggest competition on the continent – have played a key role in introducing new varieties such as Pink Lady, Cripps Red, and Inored to the market.”
However, a trusted brand name such as Tru-Cape remains paramount. “In African markets, where consumers often have only one chance to purchase, brand reputation is crucial,” Fick emphasised. “A strong brand signifies quality and reliability, and ensures buyers have a point of contact in case of any issues.”
On average, retail accounts for less than 5% of the apples exported to Africa, meaning apples are mostly sold loose at fresh-produce markets or in small plastic sleeves containing six to seven apples.
“Street vendors take great pride in their produce creating visually appealing displays to attract customers. Over the years we have supported them by providing gazebos and umbrellas, which not only help to boost sales but also increase brand awareness.”
While Africa remains an attractive and essential market for Tru-Cape, it is not without its challenges. “One of the biggest hurdles is getting enough foreign currency out of these countries, even after clients have made payments,” Fick said. “Additionally, the weakening of African currencies, such as the Nigerian Naira against the dollar, affects the affordability of apples and influences sales patterns.”
Despite these challenges, Roelf Pienaar, managing director of Tru-Cape, said the company is proud of the fact that approximately 50% of its total basket is sold in Africa (including domestic sales in South Africa). “However, our reach extends far beyond that. We export to 105 markets, allowing us to spread our risk across multiple markets.” Over the years Tru-Cape has focused on planting apple and pear varieties that perform well in diverse markets. “We have around 7 000 ha of orchards within the Tru-Cape group, with approximately 30% of those expected to become productive in the coming years. This means we must balance our approach across both established and emerging markets while optimising fruit sizes to maximise returns for our producers.”
When Tru-Cape was founded in 2001 the company exported around 10 million cartons per year. Today, that number has nearly doubled to 19 million cartons. Previously, structured retail markets in Europe and the UK accounted for 30% of total volume, but as demand in the Far East and Middle East surged these traditional markets now represent only 11% of exports.