Growers, marketers, policymakers, and economists met on 5 November 2025 at the Subtrop Marketing Symposium in White River, Mpumalanga, to examine developments in trade policy, consumer behaviour, data use, and scientific innovation. The discussions highlighted the need for diversification and stronger market intelligence across subtropical value chains.
In his virtual keynote, Minister of Agriculture John Steenhuisen encouraged exporters to expand beyond traditional European markets into Asia and the Middle East, citing growing demand in India, Japan, Malaysia, Indonesia, and Vietnam. He noted progress made since 2024, including the first avocado shipments to China, access to Japan for Hass avocados, and a new stone fruit protocol with China. Steenhuisen stressed that biosecurity is becoming central to trade and welcomed the National Biosecurity Hub at the University of Pretoria. He also announced a digital registration system for farm inputs to accelerate pesticide approvals under amendments to Act 36 of 1947 and highlighted new cultivar releases from the ARC's Nelspruit campus, along with its post-harvest and agri-processing programme.
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Standard Bank senior economist Emile du Plessis said South Africa's macro-economic environment remains uncertain, with tariff pressures, currency volatility, and energy constraints. However, exports have risen six per cent so far this year, and the country has experienced five consecutive months without load shedding. He advised agribusinesses to hedge against currency fluctuations and use lower fuel prices to support margins.
Shelley Vorster of the World Avocado Organisation (WAO) reported that European avocado consumption surpassed 1.1 million tons in 2025, with South Africa ranking fifth among suppliers. She noted opportunities for growth in Eastern Europe and outlined WAO's health-focused campaigns across major European markets and India, with expansion into China planned for 2026.
Glynnis Branthwaite of Protactic Strategic Communications highlighted continued growth in South Africa's domestic avocado market, which now absorbs about 60 per cent of national production. She emphasised the need for evidence-based marketing strategies, noting rising price sensitivity and intense competition for consumer attention.
A joint presentation by Agri SA and Reisiger Engineering introduced a data-integration project aimed at supporting evidence-based policymaking and operational planning. In the Northern Cape, farmers are already using the system to track locust movements. Dr Cynthia Motsi of the ARC invited growers to take part in field trials of new tropical and subtropical cultivars to fast-track the commercialisation of climate-resilient and pest-resistant varieties.
Closing the symposium, Marius Boshoff of Villa Crop Protection called for improved regulatory efficiency in pesticide registrations, which can take five to seven years. He noted that biological alternatives and AI-assisted molecule development offer potential avenues for innovation. Collaboration emerged as a central theme, with speakers agreeing it will be essential to maintain competitiveness in South Africa's subtropical fruit sector.
For more information:
Lauren Anceriz
Subtrop
Tel: +27 (0) 72 756 8463
Email: [email protected]
www.southafrica.co.za
