SA stonefruit convinces the consumer
by Market Insider
Wednesday, 21 Sep. 2016
South African stonefruit growers are increasingly obtaining appreciation of consumers by consistently delivering product of better taste and eating quality: this change is led by a drive to introduce better varieties phasing out outdated varieties.
With the start of the new export season it is perhaps too early to make predictions but there is optimism in South Africa in the regions that suffered from last season’s drought even though some other regions are worried about water shortages.
However, the South African industry will enter the season in the knowledge that its production and marketing strategies are working where it matters most, namely among consumers in its major markets.
The ability to increasingly deliver a consistent quality and eating experience is in fact changing the perception of consumers as South Africa’s efforts to change to varieties to meet the market requirements is now coming through with the older or unwanted varieties being either phased out or sold locally.
On average South Africa has been able to deliver better products and extend the production season while growers in the industry are getting better at the art of delivering only the best.
The season is due to start in early October with the last shipments around the end of March next year, which will place the South African stonefruit in the international markets for more than six months allowing the industry to develop a consistent message around its products with customers and consumers.
The new varieties meet the high standards of the market and also the standards of sustainability for the growers, providing good yields of the right specification fruit and finding favour with consumers in terms of superb eating quality and taste.
In nectarines, exports are expected to stabilise around the four million carton mark; peaches and plums will still see some organic growth coming mainly from younger orchards and varieties that perform better while plums, with around 11 million cartons exported annually, will remain the biggest South African stonefruit category.
The only disappointment could be apricots where the there would be a huge export potential if the industry would not be hampered by a lack of new and better varieties.
Source: Freshproduce Journal