The numbers indicate that South African apples had a record year in 2021, with most of the expected volume shipped. According to statistics from Hrtgro Pome (which includes all 622 apple or pear farmers in South Africa), South Africa’s total exports for the 2021 season was just over 10,000 tonnes through week 33. This volume represents a 93% increase in apples compared to last season and a 70% increase on the total for 2020. It is possible that South African apple exports could double this year, depending on the performance of late-season shipments.
Hortgro Pome’s first active marketing campaign in China was in this season. This involved partnering with retailers to offer offline and online promotions for South African apple products during June and July. Pagoda, which is a national chain with over 4,700 fruit shops, stated that the South African apple sales trend was “very good” this season. It saw an increase in sales of 30% year-over-year. “Pagoda’s customers are continuing to like South African apples and Pagoda has continued to recommend our South African apples to our customers,” said a representative of Pagoda.
Pagoda sells primarily South African Fuji apples. These are the exclusive variety and origin of its Newton brand. These Newton apples are a great snack choice for children due to their small size. Many promotional activities, both online and offline, were focused on “the apple kids love.” This included displays in 80 shops in Beijing, Shanghai and Guangzhou, as well as a tasting event in Shanghai for families.
Pagoda online featured South African apples on its WeChat, Weibo official channels as well as teaming with influencers from Xiaohongshu, also known as RED, and TikTok.
Hortgro also collaborated with Fruit Day, a Shanghai-based online fruit e-commerce site, and City Shop, an offline high-end supermarket to host a South Africa Apple Season Celebration ceremony under the theme “Beautiful Country. Beautiful Fruit.”
One variety stood out in spite of the general increase in apple shipments this past year. The exports of Bigbucks apples to China from South Africa rose from less than 20 tons in 2020 to almost 700 tons by week 33 of 2021. Bigbucks, a brand new variety, is sold under the name Flash Gala. Production volumes for this variety in South Africa have increased in recent years due to new plantings. Flash Gala could be an attractive option for Chinese retailers and importers as it has large quantities. Its deep red color, sweetness, and low acidity are typical of Chinese consumer preferences.
“We are delighted with the interest shown in the trade and retail campaign in China, especially in its first year,” stated Jacques du Preez (general manager trade and markets at Hortgro). Volume growth was very encouraging. We hope to continue increasing volumes in the future, building on this year’s foundation. We will continue to support trade and retail to promote SA apples in the coming seasons. We are still anxiously waiting for the pear protocol to be signed . Once we have access, pears will be part of the campaign.
Apples will still be available for shipment to China due to the investments made by South African produce industries in modern storage infrastructure.
