The Dutoit Group launches new cherry brand

The Dutoit Group (Pty) Ltd has launched their latest fresh produce brand, Cherry Time. Produced by the group, these locally grown, superior quality cherries will be marketed under this brand during the cherry season that runs from November to January.

“We have obtained the exclusive rights for the growing and marketing of a series of cultivars from the Zaiger Group from California in the United States,’’ says Pieter du Toit, Managing Director at the Dutoit Group.

Traditional cherry varieties in South Africa had very high chilling requirements. This meant that they could only be planted in specially selected climatic regions. The new varieties can be planted in milder regions, which have opened the door for the Dutoit Group to dramatically increase their cherry production and marketing.

The short Cherry Time season coincides with the South African summer and traditional holiday months. The brand will focus on the health benefits cherries provide, making Cherry Time the perfect snack to share. Central to the brand is the belief that the same effort and care that goes into the production and marketing of Cherry Time must be invested in the Cherry Time farm workers. A portion of the Cherry Time income will be ploughed back directly into projects aimed at supporting the farm workers’ children.

Asked about his dream for Cherry Time, Du Toit said: “Our vision for Cherry Time is that every customer will enjoy the wonderful experience of taking a bite into a freshly picked cherry, knowing that it was brought to them straight from the tree with great care and in a socially responsible way.”

For more information:
Nica du Toit
DUTOIT GROUP (Pty) Ltd
Mobile: +27(0) 74 217 1831
Email: nicadt@dutoit.com
www.dutoit.com