Exhibiting at Asia Fruit Logistica 2025

Fruit Mzanzi Africa NPC, trading as Fruit South Africa (Fruit SA), is the apex industry body representing the interests of South Africa’s fresh fruit industry. Based in Pretoria, Gauteng, Fruit SA serves as the unified voice of the country’s fruit export sector, comprising some of the largest fruit-producing and exporting associations. The organization plays a critical role in coordinating industry advocacy, transformation, market access, food safety, and information dissemination at both national and international levels.

Core Business

Fruit SA operates as a non-profit umbrella organization, bringing together major fruit industry stakeholders to enhance the global competitiveness of South African fruit. Its role includes:

• Coordinating policy advocacy
• Promoting equitable transformation in the industry
• Facilitating market access for South African produce
• Advancing sustainability and ethical trading standards
• Disseminating market intelligence and research

Fruit SA also serves as the central liaison with government departments, trade bodies, and international standard-setting organizations.

Product and Service Offerings

As a non-commercial entity, Fruit SA does not produce or export fruits but provides essential support services that benefit the broader industry:

• Market Access and Trade Facilitation

  • Engagement with global trade partners to reduce phytosanitary and tariff barriers
  • Representation in multilateral forums such as the World Trade Organization (WTO) and International Plant Protection Convention (IPPC)

• Food Safety and Certification

  • Promotes industry compliance with standards such as GlobalG.A.P., SIZA (Sustainability Initiative of South Africa), and HACCP
  • Supports implementation of ethical audits and sustainability benchmarks

• Transformation and Development

  • Coordinates transformation programs targeting inclusion of Black-owned enterprises in the fruit sector
  • Supports training, mentorship, and access to finance for emerging growers

• Information and Statistics

  • Publishes industry performance data, export reports, market trends, and labor statistics
  • Provides data for over 180 fruit types exported from South Africa

• Policy and Regulatory Advocacy

  • Represents the industry’s interests on agricultural policy, climate resilience, and export documentation
  • Participates in national dialogues on land reform and rural economic development

Specialization and USP

Fruit SA’s unique strength lies in its ability to unify a competitive and diverse industry under one platform. It represents five major fruit sectors:

• Citrus Growers Association (CGA)
• HORTGRO (Pome & Stone Fruit)
• South African Table Grape Industry (SATI)
• Fresh Produce Exporters’ Forum (FPEF)
• Subtrop (Avocados, Mangoes, Litchis)

Its USP is industry-wide collaboration on issues that transcend individual commodities—such as market access protocols, ethical trade, labor relations, and transformation strategy.

Financials

As a non-profit entity, Fruit SA operates on contributions from its member organizations and project-specific funding from:

• The South African Department of Agriculture, Land Reform and Rural Development (DALRRD)
• Trade and Industrial Policy Strategies (TIPS)
• Donor and development agencies supporting agricultural transformation

While financial statements are not publicly available, the organization supports over 1,200 commercial exporters and 3,000 commercial producers through its collective platform.

Shipment Data

Although Fruit SA itself is not an exporter, it plays a crucial role in facilitating the exports managed by its members. South Africa’s fruit export industry is a global leader, and Fruit SA contributes to enabling that ecosystem.

Key data from the 2022/23 export season:

• Total fruit exports: Over 3.2 million tons
• Major exports: Citrus (63%), Grapes (11%), Apples & Pears (9%), Avocados and Subtropical Fruits (5%)
• Top markets: European Union, United Kingdom, China, Middle East, Russia, United States

Fruit SA’s input is vital in resolving non-tariff barriers, managing trade disruptions, and supporting bilateral plant health negotiations.

Target Market

Fruit SA’s direct stakeholders include:

• Grower associations and exporters
• Government regulators and departments
• Trade bodies and certification agencies
• Retailers, importers, and global procurement offices
• Development and training organizations

Indirectly, the organization impacts every stakeholder in the South African fresh produce export chain, including emerging farmers and agritech companies.

Capabilities

• Policy influence through high-level engagement with government and international agencies
• Export facilitation through advocacy for improved trade conditions
• Data management with access to industry-wide export statistics and grower databases
• Sustainability leadership via support for SIZA and environmental compliance programs
• Transformation coordination, linking emerging growers to mentorship and capital

Certifications and Compliance

Fruit SA champions a framework of certifications and protocols that support international compliance, including:

• GlobalG.A.P.
• SIZA (Sustainability Initiative of South Africa)
• GRASP
• Ethical Trade Initiative (ETI)
• HACCP and ISO 22000 standards

It promotes adherence to these standards to ensure South African fruit remains competitive and preferred in discerning global markets.

Customer Testimonials

While not consumer-facing, Fruit SA’s reputation is reinforced by sustained membership of high-profile fruit industry bodies and its visible influence on national agricultural policies. Industry leaders consistently credit Fruit SA for:

• Effective representation during EU Citrus Black Spot negotiations
• Stabilizing access to Asian markets amidst COVID-19 logistics disruptions
• Promoting ethical trade practices and transparency in supply chains

Major Achievements

• Instrumental in launching the Fruit Industry Value Chain Round Table (FIVCRT) with government
• Successfully coordinated South Africa’s participation in Fruit Logistica Berlin and global trade expos
• Published the Fruit Industry Transformation Strategy, a multi-year roadmap for inclusive growth
• Helped preserve over R40 billion in annual fruit export revenue through market access advocacy
• Guided the industry through compliance with new EU phytosanitary protocols in 2022

Fruit SA continues to play an indispensable role in securing South Africa’s place as a global fruit export powerhouse, ensuring sustainability, inclusivity, and economic growth across the horticultural value chain.