Unifrutti remains optimistic about South African lemon prospects

Unifrutti has been involved in the South African citrus industry for the past 20 years and has built a strong reputation in particularly the lemon category. “In terms of the growing South African lemon volumes, our view remains optimistic,” says Riaan Ellis, trading operations manager at Unifrutti South Africa. 

“In the longer term, demand for lemons should continue to grow with rising populations and a bigger focus on their health benefits. Rising volumes may cause pressure for certain periods and markets but in general, lemon production will be sustainable in future, based on good worldwide demand.”

The lemon season at Unifrutti starts early in the season in February with volumes coming in from Hoedspruit (Limpopo Province), which by April moves over to the Sundays River Valley in the Eastern Cape (where most of South Africa’s lemons are produced), followed by the Western Cape in May. In order to ensure a seamless provision of lemons, supplies are supplemented from the Senwes area (Groblersdal) and the Boland (Paarl/Simondium). 

“The end result is that Unifrutti can provide its buyers weekly with lemons starting from week 7 and running through to week 40. Buyers in turn are able to extend their consumer sales right up to December, until around week 50,” Riaan says.

One of the critical aspects of Unifrutti’s marketing is its involvement in various parts of the chain – from farming through packing, cold storage, marketing and shipping, and finally in certain markets selling and distribution through group-related companies. 

“This is a big advantage in understanding the overall business better,” he continues. “The core of our supply to markets comes from our own production and herein lies another advantage with very good farm management teams in all three major lemon-producing areas. Quality is as much a focus as quantity in the strategy of the farms.”

The bulk of their lemons are packed in Unifrutti pack houses and when outside pack houses are used, it is with trusted partners who have a similar view on quality.

“Unifrutti’s customers from all over the world have proved over many years to be trusted partners of the Unifrutti brand and allowed it to build a reputation of quality and service. Some of these customers are in-house companies belonging to the Unifrutti International Group such as in the Middle East and Italy, while in other parts of the world it is external companies with a similar view on branding, service and quality.”

Unifrutti’s main markets for South African lemons are in the Far East, Middle East, Europe and Russia. Apart from these, smaller volumes are also sent to Canada, Africa and surrounding Indian Ocean islands as well as locally where supermarkets and other channels are used.

“From a market point of view, our main objectives are the opening of new markets, the overcoming of phytosanitary challenges and the optimisation of existing markets. The two biggest possible markets in terms of volume are probably China and the USA, while existing markets can possibly grow more, based on having the right quality in consistent volumes spread through the season. Stimulating consumption through promotions is another option we’re exploring.” 

He adds that apart from fresh lemons, the processing of lemons has become increasingly important, stimulating growing demand for both lemon juice and oil. “These channels have become essential to maximise income per hectare and to allow good efficiency to sustain farming.”

For more information:

Riaan Ellis

Tel: +27 21 851 4075

Email: Riaan@unifrutti.co.za