A coalition of South African citrus growers focuses on repositioning a grapefruit variety within European markets. Operating under the Citrus Growers' Association (CGA) of Southern Africa, a marketing committee of Star Ruby growers has targeted reshaping the fruit's image and demand through a collaborative effort.
The initiative involves a voluntary contribution to a collective marketing fund, leading to the launch of the SummerStar Ruby Grapefruit brand and a unified campaign for altering perceptions of the fruit across Europe. "They've historically been seen as bitter and old-fashioned. But SummerStar Rubies are sweet, tangy, and versatile and will help elevate food and cocktail menus if given the opportunity," stated Barry Landman, chairman of the Grapefruit Variety Focus Group.
This industry-wide collaboration aims to fortify the grapefruit sector. Landman highlighted the move as strategic for industry growth, positioning South Africa, a major Star Ruby supplier, to leverage potential within warm European months. "By working together, we are building a stronger future for the industry. It made good business sense to rebrand and position it as a healthy and affordable summer fruit," he elaborated.
Data from the International Trade Centre Trade Map indicates that grapefruit exports to the European Union increased by 10% over a decade, pointing to the need for change. Europe, with its established supply chains, remains crucial for South African citrus growers. The SummerStar Ruby campaign sees the region as an essential entry point. Nicci Stewart, campaign manager, aims to change consumer associations of grapefruit with bitterness.
"One of the key advantages of the campaign is the timing. SummerStar Rubies are grown and harvested during South Africa's winter months, which aligns perfectly with Europe's summer season," noted Stewart. Targeting vibrant summer lifestyles, the campaign seeks to enhance the fruit's reputation beyond being a flu remedy.
Germany stands as the inaugural market for the SummerStar Ruby launch in 2025, aligning its health-conscious consumer base with the fruit's qualities. Landman emphasized, "SummerStar Rubies tick all of these boxes, produced in world-class growing conditions, meet strict EU import standards, and they arrive fresh and flavourful."
Plans are underway for campaign expansion into additional European countries by 2026. Stewart remains hopeful: "This is just the beginning of grapefruit's reinvention, thanks to the efforts of this group of growers. SummerStar Ruby Grapefruits are about to have their day in the sun."
Source: FoodForMzansi
