Challenges and Opportunities in South Africa’s Fresh Produce Sector
At the recent International Fresh Produce Association (IFPA) conference, industry leaders gathered to discuss current trends and future prospects in the fresh produce sector. Miriam Wolk, Chief Membership Officer of the IFPA, provided a comprehensive overview of the state of the industry, highlighting both challenges and opportunities.
Wolk noted that the export value of South African fruit experienced a slight decline of 2% in 2023, totaling $4.3 billion (approximately €3.7 billion). Despite this downturn, the outlook for fruit exports is positive, with anticipated growth in both value and volume in the coming years. Conversely, the value of fruit imports into South Africa dropped significantly by 20%, reaching $163 million (about €149 million), reflecting the economic pressures on the country.
The South African vegetable sector also faced considerable challenges. While vegetable sales increased by 4% last year, reaching 2.3 million tonnes, the export value of vegetables fell by 7.6%. This decline is partly attributed to trade barriers imposed by neighboring countries, such as Namibia and Botswana, aiming to protect their domestic markets—often referred to as a “trade war” in South African media.
Wolk also discussed broader industry trends, emphasizing the growing consumer focus on health and sustainability. She highlighted the significant potential in the healthy snacking segment, which aligns with the increasing awareness of the benefits of plant-based diets. Wolk underscored the importance of creating an emotional connection with consumers, using nostalgia and trust as key elements in branding.
The IFPA’s initiatives, such as the Alliance for Sustainable Packaging of Foods, are designed to help members address environmental, social, and governance (ESG) goals, enhancing their brand reputation and sustainability practices.
