In 1997, Wayne Mudge teamed up with four like-minded individuals to form Cape Five. The company soon became one of the fruit exporters heralding a new chapter in the history of this sector after the single-channel export system that had controlled the South Africa's forays into international markets was scrapped.
This group formed Cape Five, and the initial strategy was simply walking the farm roads looking for growers willing to partner with the new company by providing them with fruit and entrusting Cape Five to unlock value for them in the global marketing space.
"We put together a comprehensive presentation and used our combined contacts to get time with farmers in an attempt to convince them that our proposition was a better one, for now, and for the future," says Mudge.
The company's core values are deemed as a wide basket of products: good consistent quality, an ability to respond to market requirements, flexibility, a value-to-quality ratio, and flexibility.
"Reputation and relationships have obviously played a key role in our growth over the past 25 years. Experience and longevity give an aura of trust, which is very important in the business of fruit exports."
"South Africa produces good quality of fruit throughout the board," says Mudge, "but it is our task of continuously directing the farmer on what the market wants. In turn, Cape Five's role is to maximize value for the grower. And with a substantial customer base, we like to think we can find a place and a price for the produce we receive from growers. However, the entire supply chain has to realize that it can't grow too rapidly. This is a constant threat."
In 2020 and 2021. Cape Five exported to 55 countries, but growth in Russia, China and the Middle East has been a highlight.
Source: foodformzansi.co.za