Farmsecure Asia visit bears fruit
Farmsecure was amongst the companies represented from the Southern Hemisphere with a focus on marketing fresh produce to new and developing markets in the Far East. Amongst its fellow representatives were other South African companies, Australian companies and companies from South American countries – like that of Chile and Peru.
In recent years, premium fruit markets have begun to shift. This is partly due to the economic downturn in Europe and the simultaneous development of economic expansion in China and other countries in the Far East.
“For many years, Europe was the leading destination for our top quality fruit, with an increase of demand in China, Japan and other countries in the region; in 2012, Europe made up only 42% of our total exports, with the Far East procuring 37% and the Middle East 21%,” commented Bradley Yazbek, Farmsecure Fruit Marketing Manager.
As a top citrus producer in South Africa with a large basket of varieties from strategically placed farming operations around the country, the Farmsecure stall was well frequented, keeping the team on their feet.
A true farmer and grower of its own fruit that works with a number of exporters, including the Colors brand in which it holds a 34% share, Farmsecure was excited to have the opportunity to interface with new and existing clients in order to tailor specific programmes to their customers’ needs.
According to Suzanne Fourie, a member of the Farmsecure Fruit Marketing team, it was exciting to experience the full potential of this fast-developing market and to learn more about their unique needs.
“Conversely it was interesting to learn about the specific branding needs of these markets; it greatly differs from that of Europe and the USA,” says Peter Adolphs of the Media and Communications team.
Importers, wholesalers and retailers from the Middle East also visited the stall, indicating a growing market for Farmsecure Fruit. Johnny Maass, CEO of Farmsecure Farming Operations, said: “We also had the opportunity to interface in another environment with fellow farmers and growers from the South African market, which was of great value.”
Asia Fruit Logistica 2012 proved to be of great value to Farmsecure Fruit; the team will next be seen exhibiting at Fruit Logistica Berlin in 2013.
For more information:
Chantal Yazbek
Farmsecure
Tel: +27 (0) 21 974 1950
[email protected]
www.farmsecure.co.za