South Africa’s cherry harvest moves into gear, with increased focus on export markets. Tru-Cape’s cherry growers remain positive about the overall quality of this season’s cherry harvest and of the opportunities available in both local and international markets, despite frost heavily affecting early varieties.
At present, around 70 per cent of Tru-Cape’s cherry harvest is sold within South Africa, but the company sees promising opportunities in the UK, Europe, Asia and the Middle East.
“It has always been our strategy to focus on the local market as much as possible to reduce our risk. However, with new orchards and increasing production, we are shifting our approach towards exports,” said Deon Malherbe from the Eselfontein farm in the Warm Bokkeveld.
According to TruCape Marketing, frost during the flowering stage damaged part of the early crop. This however represent only approximately 10 per cent of the overall harvest. “Fortunately, the later varieties were spared from the frost, and producers are cautiously optimistic about the later part of the harvest,” the company said.
Johan Brink, Tru-Cape’s national marketing manager, said the market is currently empty, with cherry prices currently around 25 per cent higher than last year. The company pointed out that local prices are aligned with those in the export market, and there is strong demand from local retailers and municipal markets.
“All South African retailers are now keenly interested in cherries, a shift from a few years back. The local public is more aware of cherries, and there is growing demand for them even in the informal market,” Brink said.
Growers said they are excited about prospect for South Africa gaining access to the Chinese market. They pointed out that with supply likely to eventually surpass local demand, it is crucial to diversify and explore new market opportunities early. South Africa produces less than 1 per cent of the global cherry supply, but growers believe there is a definite preference for South African cherries in international markets.
