Farmsecure Fruit heads to Fruit Logistica Asia

As one of the top six fruit growers in South Africa, Farmsecure Fruit is setting its sights high as it prepares to be a diverse new supplier of a wide variety of top-quality fruit to the Asian market. Farmsecure Fruit will be exhibiting its first-rate produce at Fruit Logistica Asia in September this year.

With five farms spread across South Africa, Farmsecure Fruit produces a larger variety of fruit than many other fruit suppliers, and boasts an impressive variety of citrus, apples, pears and stone fruit. Because Farmsecure Fruit deals with such a variety of fruit types, its fruit producing season is also effectively longer and thus fruit can be produced for export nearly year-round.

The aim of Farmsecure Fruit is to grow a minimum of 20 million cartons of fruit a year which can then be sold to export agents. Farmsecure Fruit is the fruit division of the larger Farmsecure company. As its logo states, Farmsecure is all about sustainability and profitability in agriculture. It is a privately owned South African company that was founded in 2004 and it is involved in every aspect of agriculture, from the farm right through to the shelf in the shop. In one sense, Farmsecure is using its fruit division to “practice what it preaches” by using all the science and technology at its disposal to grow top quality fruit.

The larger Farmsecure company was founded on four operational principles: scientific farming, working capital, risk mitigation and price guarantees. It offers services in all areas relating to agriculture, which amongst others includes primary agriculture, agricultural technologies, agricultural inputs, insurance, financial support, processing and education and training.

With over 4300 employees, the Farmsecure family of companies operates throughout South Africa’s nine provinces. With its contribution to every part of the agricultural value chain, it ensures that its farmer partners and farming operations are truly sustainable and profitable, achieving its vision to contribute to world food security.

In order to present itself to the international market, Farmsecure Fruit exhibited at Fruit Logistica, the world’s largest fresh produce market, in Germany at the beginning of 2012. The next stop is Fruit Logistica Asia in September, where Farmsecure Fruit hopes to secure its place as a major fruit supplier to the Asian market. The Far East is a crucial market and Farmsecure Fruit is confident that it can meet the demand for high quality fruit from retailers and the many niche markets in Asia. Asia has a big market spread and due to the fact that it is a fixed-price market, it is a safer market for producers, who can accurately anticipate their returns when they ship their produce.

Fruit Logistica Asia will attract all the large importers in Asia, as well as many produce exporters from around the world. According to Bradley Yazbek, the Marketing Manager of Farmsecure Fruit, Fruit Logistica Asia will also serve as a “post-harvest get-together” where the real quality of the fruit can be seen on display. If there is a need to improve on any aspect, Farmsecure Fruit will be able to establish this through interactions with various role players in the industry at Fruit Logistica.

Fruit Logistica Asia promises to be an exciting and valuable experience for Farmsecure Fruit as it seeks to expand its market and show the world the high quality fruit it produces when combining the vast array of science and technology that the Farmsecure family of companies has to offer.

Visit Farmsecure at Fruit Logistica Asia Stand 2G-15

For more information:
Chantal Yazbek
Farmsecure
Tel: +27 (0) 21 974 1950
[email protected]
www.farmsecure.co.za