Fruitways Marketing Pty Ltd is a vertically integrated South African fruit company specializing in the production, packing, marketing, and export of premium apples and pears. Headquartered in Somerset West, Western Cape, Fruitways operates as one of South Africa’s most established and respected deciduous fruit businesses, delivering high-quality fresh produce to leading retail and wholesale customers across the globe.
Core Business
Fruitways controls the full value chain from orchard to shelf. The company’s operations are centered on:
- Sustainable farming of apples and pears across its owned and partner farms
- Advanced packing and post-harvest handling in state-of-the-art facilities
- Global marketing and logistics tailored to destination market requirements
- Strategic customer partnerships based on quality, service, and traceability
As a grower-exporter, Fruitways ensures consistent product supply, optimal quality, and strong agronomic support across its fruit portfolio.
Product and Service Offerings
-
Fresh Apples
- Varieties: Royal Gala, Fuji, Pink Lady®, Golden Delicious, Granny Smith, Braeburn, Bigbucks
- Packed in custom retail formats, bulk cartons, and private labels
-
Fresh Pears
- Varieties: Packham’s Triumph, Forelle, Abaté Fetel, Williams Bon Chrétien
- Ethylene-managed for shelf-life extension
-
Juice Fruit
- Lower grade fruit supplied to processors for juice and concentrate
-
Export Services
- End-to-end management of cold chain logistics and documentation
- Multi-modal shipping coordination (sea, air, and land freight)
- Phytosanitary inspection and compliance with international protocols
Specialization and USP
Fruitways specializes in delivering premium deciduous fruit that meets the exacting quality standards of modern retailers. Their unique selling points include:
- Ownership of over 1,600 hectares of apple and pear orchards in the Western Cape
- Three world-class packing facilities equipped with optical graders and defect sorters
- Continuous investment in sustainable farming practices and integrated pest management
- Market-leading implementation of SmartFresh™ and Harvista™ technologies to maximize fruit firmness and eating quality
Fruitways’ vertically integrated model ensures full control over quality, traceability, and customer service.
Financials
As a privately held company, Fruitways does not publish audited financial statements. However, based on industry sources and export data:
- Estimated annual turnover: ZAR 800 million – ZAR 1.2 billion (USD $45–65 million)
- Export volume: Over 5 million cartons (15kg equivalent) annually
- Presence in more than 40 countries, including the UK, Middle East, India, Canada, and Asia
- Operates with long-term supply contracts with major global retailers
Shipment Data
According to Hortgro and PPECB export reports:
- Top destinations:
- United Kingdom, Germany, Netherlands, India, UAE, Malaysia, Vietnam, Bangladesh
- Annual export volume:
- Apples: ~3.5 million cartons
- Pears: ~1.8 million cartons
- Peak export months: March to August (Southern Hemisphere season)
- Ports of exit: Cape Town, Port Elizabeth
All shipments are managed with real-time cold chain tracking, ensuring optimal arrival condition at destination markets.
Target Market
Fruitways serves a global client base consisting of:
- Major supermarket retailers
- Wholesalers and food service importers
- Fresh produce distributors and consolidators
- Private label programs
- Food processors and juice manufacturers
Their reputation for reliability, specification adherence, and consistent quality makes them a preferred supplier in highly competitive retail programs.
Capabilities
- Three packing facilities with combined capacity of over 25,000 pallets
- Cold storage facilities with dynamic controlled atmosphere capabilities
- Dedicated export and customer service teams
- On-site QA laboratories for firmness, sugar, and residue testing
- Agronomy division for grower support and best practice enforcement
Fruitways also operates a full logistics coordination desk for both reefer container and airfreight shipments.
Certifications and Compliance
Fruitways ensures all its operations and products meet the highest global standards:
- GlobalG.A.P. certified farms
- SIZA (Sustainability Initiative of South Africa)
- BRCGS Food Safety Certification for packhouses
- HACCP and ISO 22000 (food safety management)
- Tesco Nurture and Sedex compliance
- MRL compliance and zero-residue programs for select clients
All fruit is traceable from block to box, offering full transparency for customers and regulatory bodies.
Customer Testimonials
While official testimonials are not publicly listed, Fruitways has maintained multi-season partnerships with several international retail chains, which reflects:
- High satisfaction with product consistency and shelf performance
- Value-added services such as market-specific packaging
- Excellent communication and adaptability to seasonal volume shifts
Customer feedback routinely acknowledges Fruitways’ responsiveness and proactive quality assurance.
Major Achievements
- Exported to over 40 countries across five continents
- Introduced Bigbucks apple as a retail-exclusive premium variety
- Successfully maintained zero-rejection shipments for multiple retail programs in the UK and EU
- Featured in industry case studies on use of Harvista™ and SmartFresh™
- Recognized as a sustainability leader within South Africa’s deciduous fruit industry
Fruitways Marketing Pty Ltd continues to lead as a forward-thinking, quality-driven export business rooted in strong family values, sustainability, and global produce excellence.