South African strawberry exports by air to the Middle East and Malaysia have been doing well so far, says Elton Greeve, managing director of newly established SA Fruit Marketing (right).
Last week, they signed an agreement with a Malagasy litchi supplier for their European campaign starting at the end of October, but they certainly don’t limit themselves to fruit: red meat sales to the Middle East and China are on the up.
The company has found a niche in African products, like dates from Namibia and avocados from Kenya and Tanzania, as well as spices, but not to the exclusion of large commodities like citrus and pomefruit.
Tanzanian coffee and spices grown in Argentina (peppercorns and coriander seed) and 22 other types of spices from India and Vietnam have grown to constitute a sizeable part of their business.
Argentine coriander seed
The company might be new, but Elton is well-known within the fresh produce industry after close to two decades at what is now the Department of Agriculture, Land reform and Rural Development, and thereafter at Tridge.
Cross-cultural relationship-building
His network spans the world, with particular strengths in Africa, the Middle East, India, and China, where he studied agricultural development.
Elton handles the negotiation and transactions on behalf of Egyptian citrus traders looking to supplement their out-of-season supply for the Middle East through South African citrus.
In the Middle East, he’s very involved in managing transactions between countries. India holds great potential, he notes, and buyers from there expect very quick movement on their orders, and they’re very competitive.
“Chinese buyers, for instance, like data: the first thing they want to know is how many containers a particular supplier has shipped to China before. It can be difficult for newcomers to enter China; it’s very much a closed game, but when you’ve built a relationship with a Chinese buyer, you do everything to protect it.”
He continues: “SA Fruit Marketing does three main things: I manage marketing on behalf of producers in my network, often targeted marketing. I don’t just buy from companies; I ask what they have available, or I approach them with specific requests. It is a very collaborative approach which works better for me, rather than just buying and selling,” he says.
“SA Fruit Marketing steps in to give peace of mind”
“Secondly, through our extended network, for suppliers, we can vet overseas clients and vice versa for buyers. I realized there was a gap: often, when a supplier or a buyer has burned their fingers in a previous transaction, they are wary of it happening a second time and going it alone. That’s where SA Fruit Marketing steps in to give peace of mind. That’s the value of my network.”
Right: Tanzanian coffee beans
Should a buyer need to have the product specifications of an order checked, or the packaging, Elton simply picks up the phone and arranges verification, especially if the product has already changed hands a number of times. Likewise, if a producer wants to be sure of the reliability of a new buyer, he can quickly ascertain whether it is a trustworthy business partner.
Sharing information beyond the immediate transaction 
“Thirdly, I update my network on industry assessments, on developing trends regarding the developing crop, or the duration of the season, or any disruptions to the supply chain. I have a large group of what I like to call touchpoints to gather information.”
Right: aselio (garden cress or halim) seeds, sourced by SAFruitMarketing
This season, for example, he’s had to convey the short citrus, apple, and pear crops in South Africa.
“There’s still a major demand for citrus, but due to the shortage, available supplies have mostly already been sold. Our buyers are crazy for South African apples and pears, of which there is a bit still available, but of course, it’s not as easy as that – you have to match the available counts and varieties to the markets. That hasn’t always been easy this season.”
He notes that it can be onerous at times to have to explain some contemporary South African realities – labor action or electricity cuts – to clients.
“I find it very gratifying to work across different cultures,” he remarks. “A collaborative approach is what I’m after, and that’s what draws many clients to SA Fruit Marketing.”
For more information:
Elton Greeve
SA Fruit Marketing
Tel: +27 73 891 7637
Email: [email protected]
https://www.safruitmarketing.co.za
