South Africa’s Fresh Fruit Industry: Optimising export performance

The fresh fruit industry in South Africa is considered the biggest contributor to the agricultural export sector (by value) and a major source of employment.

Fresh fruit exporters operate in a challenging environment, juggling the financial challenges of competitive pricing and foreign markets’ regulatory requirements. Although exporter-importer relationships are key in driving export performance and sustainability, empirical research in this area is unfortunately sparse.

This white paper reports the findings of a recent study that explored the interpersonal dynamics among 65 fresh fruit exporters in South Africa and investigated export performance, considering quantitative targets and measures. Results revealed that the key inter-firm relationship behaviours that drive export performance differ from those driving sustainable exporter-importer relationships.

According actions recommended for the way forward include securing the economic viability of local fresh fruit exporters’ relationships with foreign buyers, considering the new business formula; adopting a long-term view of export markets and buyer relationships; ensuring regular, open communication with buyers; and creating a business culture that facilitates sustainable and mutually beneficial relationships among all stakeholders.

View the full white paper document looking into South Africa’s Fresh Fruit Industry and optimising export performance and securing sustainable exporter-importer relationships.