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Lindie Stroebel, Mission Produce Southern Africa

Mission Produce brings South Africa into the fold

Mission Produce is enlarging its global footprint and is now expanding into Africa with an office in South Africa. To secure a twelve-month avocado supply for their clients across the world; origin of supply, distribution, ripening facilities and sales are being accordingly positioned.

Mission Produce’s strong position in the world avocado market – roughly 20% share of the US avocado market, 80% share of the avocado market in China, and an established footprint in Japan – will give its South African growers an advantage when the USA, China and Japan open for South African avocados.

“Mission will initially receive small volumes from South Africa, but this is a long-term project, and it will soon venture into production as well, gearing up to unlock and optimise the potential of the European market as well as the growing markets in the East and the USA”, says Lindie Stroebel (right), formerly country manager for the Produce Marketing Association and now Mission Produce’s first Southern Africa country manager.

South Africa exports during roughly the same period as Peru, but has the potential to start earlier and extend their season longer, thereby smoothing over supply gaps and reducing exposure to the periods when there are high volumes on the market. South Africa is also closer to the European market than Peru, which provides a time and cost advantage.

Mission offers SA growers an unrivalled value proposition
Stroebel explains that Mission South Africa, together with its local partners “provide a lean, efficient, low cost and completely transparent integrated marketing channel,” which presents a value proposition for growers, unrivalled by other South African exporters and wholesalers, she says.

Core Fruit, the largest fruit exporter in South Africa and one of the partners, is responsible for logistics and management of suppliers’ accounts. “Through the partnership, ZZ2, as one of South Africa’s most prominent suppliers, gets the opportunity to cooperate with one of the leaders in the world with avocados. ZZ2 are experts in production and share with Mission Produce the philosophy to never compromise on quality.”

Access to plant material from ZZ2 nurseries
Other producers of top-quality avocados are offered the same opportunity to be associated with a well-known and recognised brand with a global footprint – exactly what you need when supplying into a growing category, and when entering new markets.

Through this venture, other suppliers can also access plant material from ZZ2’s nurseries, without any binding marketing requirements.

“As avocado demand will still outgrow supply throughout the world, the production of avocados will remain in a catch-up mode for a long time leaving ample room for additional supply, especially on previously cultivated land, that is suitable for conversion to avocados.”

For this reason, Mission Produce South Africa has entered into a strategic partnership with Criterion Africa Partners, a forestry company with extensive forestry holdings in Africa. Some of their forestry plantations could more sustainably be put to use as avocado orchards.

For more information:
Lindie Stroebel
Mission South Africa
Tel: +27 79 497 1594


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