The Evergreens store in Kempton Park is marking its sixth anniversary this weekend (25–26 July), highlighting the role of long-standing supplier relationships in the fresh produce sector. As demand grows for consistent, traceable food, collaborations such as the one between Evergreens and apple and pear marketer Tru-Cape Fruit Marketing reflect broader changes in how fresh produce reaches South African consumers.
Tru-Cape, South Africa's largest apple and pear exporter, will take part in the anniversary event with in-store tastings and product engagement activities aimed at reconnecting consumers with the source of their fruit. The event underscores an industry shift toward greater brand visibility and consistency in fresh produce retail.
© True-Cape
Evergreens sources around 80–90% of its apples from Tru-Cape. According to Johan Brink, Sales Director at Tru-Cape, the two businesses have worked together for more than two decades, rooted in a shared focus on quality and transparency. Brink said the retailer has consistently chosen to market branded apples, aligning with consumer interest in origin and reliability.
The Kempton Park branch currently sells about 60,000 cartons of Tru-Cape apples per year. As Evergreens plans to expand with a third store in Pretoria North by 2026, it credits direct sourcing relationships for helping it compete in a challenging retail environment.
Branding and visibility play a role in shaping consumer behaviour at the point of sale. Tru-Cape maintains a presence through year-round branding, tastings, and promotional campaigns. Brink said these activities help differentiate fresh produce in a price-sensitive market and contribute to transparency in the value chain.
Evergreens states that sourcing directly from producers allows it to avoid distribution centres and provide consistent product quality. In-store events provide opportunities for customer engagement and feedback while reinforcing trust in branded produce.
The sector faces rising production costs, logistical hurdles, and changing consumer expectations. For both retailers and suppliers, maintaining consistent quality and supply remains central to future growth. Brink noted that Evergreens plays a key role in Tru-Cape's domestic strategy, while Evergreens sees ongoing collaboration with producers as vital for meeting customer expectations.
As the anniversary event unfolds, the focus is not only on celebration but also on strengthening ties between retailers, suppliers, and customers in a competitive and evolving produce market.
© True-CapeFor more information:
Lucille Botha
Tru-Cape Fruit
Tel: +27 (0) 84 855 3496
Email: [email protected]
www.tru-cape.com
