South Africa’s Western Cape Citrus Producers Forum (CPF) was established in 1999 to consolidate summer citrus exports to the United States. Advanced farming practices of select growers located in the Western and Northern Cape regions enable them to meet strict regulatory requirements to export their citrus products to the U.S. markets. When CPF began exports to the US, the category of summer citrus had not been widely established. Domestic citrus was unavailable in summer months and Australia was the only country to supply the US. South Africa’s presence in the U.S. market was followed later by other South American countries.
Nearly 40 percent of exportable citrus produced in the Western and Northern Capes of South Africa is exported to the US. This discerning market demands a high quality of fruit with high natural sugars which ensure good eating quality.
Piet Smit, a founding director of the CPF program is also a Western Cape producer, packer and exporter of citrus. He estimates 30-40 percent of the exportable citrus that CPF growers produce is exported to the U.S. with the remainder going to other global markets. “The US market is a very discerning one,” he said. “Consumers are well educated, they expect a high quality of fruit, and they prefer high natural sugars which ensure good eating quality.”
"It takes a lot of work to get the right fruit at the right size at the right time to the US and at the fruit’s peak,” Smit said. “Early on, we were learning the US market and through the years, we have improved the program, increased the volumes year over year, and have now established summer citrus as a category in the US.” The CPF works with many importers so that their products are available at retail stores across the US. In addition, it has direct arrangements with retail outlets Wal-Mart and Costco. Approximately 2.6 - 3 million boxes or 40,000 tons arrive in the US between June and November each summer.
“Our coordinated shipping program brings citrus to the US about every 10 days, assuring that the product consumers have is as fresh as possible. Importers know the product will be there when they and their retail customers want it, and they rely on us to provide it.” The collaboration of the growers of the CPF enables consistently sufficient volumes and high quality to meet US demand.
The 2012 season fruit is plentiful in the Western and Northern Cape of South Africa. The volumes are large and the fruit will become more orange as the weather turns from the heat of the summer months to the cool of the fall and winter there.
Smit said, “Our commitment to only send the best of the best fruit, specific larger sizes with the great internal eating quality separates South African fruit from that of other parts of the world. It is a superior product and as we have built awareness of South African summer citrus, we are now moving toward a preference for our fruit.”
CPF has a long term relationship with US Youth Soccer, the fastest growing US sport. “Oranges and soccer are a natural fit,” said Smit. “They also are an excellent source of vitamin C and a good snack choice for good health and fitness.”
The first fruit of this season will arrive in late June and early July. “Much of our arrival time in the US depends on the domestic citrus market,” said Smit. “California, Florida, Texas and other states grow beautiful fruit for this sophisticated market and importers and retailers will not switch to imported fruit when US fruit is still available.”
Smit and his colleagues are looking forward to a good season. In a reference to the CPF tagline, he says, “The fruit on the trees looks beautiful --it is our pride and the pride of our land, and we are each year proud to bring it to the US market.”
For more information:
Lisa Packer
Tel: 610-688-3164
Mob: 215-460-8333
[email protected]