At the recent Agbiz Media Day in the Western Cape, industry representatives and journalists gathered to discuss how South Africa's fruit industry is adapting through technology, sustainability, and market-driven growth.
Centred on the theme "Reframing the narrative on South Africa's fruit sector", the event highlighted the sector's economic and social importance. The discussions focused on production challenges, water management, job creation, and the need for innovation to maintain competitiveness.
Economic and social impact
According to Fhumulani Ratshitanga, CEO of Fruit South Africa, the country's fruit industry is valued at about US$4.6 billion and employs more than 320,000 full-time workers, supporting around 1.28 million dependents in rural areas. Ratshitanga outlined Fruit South Africa's strategy to balance competitiveness with equity but acknowledged ongoing challenges linked to logistics, energy costs, and infrastructure reliability.
Facing water scarcity with technology
Water availability remains one of the industry's most pressing challenges. Michael Esmeraldo, managing director of Netafim Southern and East Africa, described the scale of the issue, noting that South Africa is officially classified as a water-scarce country and ranks among the world's 30 driest nations.
"Water shortages have worsened over the decades, affecting every aspect of farming. Agriculture relies heavily on irrigation, which uses the largest share of the nation's water and supports the majority of farm income. This dependence makes efficient water management crucial, especially as drought conditions and declining water supplies intensify the challenges faced by farmers," he said.
Esmeraldo added that systems such as drip irrigation can help reduce waste and improve precision in water use. He illustrated how switching irrigation methods can save thousands of cubic metres of water, reinforcing the role of technical adaptation in sustaining production.
Export sector with community reach
Mecia Petersen, CEO of the South African Table Grape Industry (SATI), underlined the scale and export dependence of the sector. "The sector spans over 19,000 hectares, involves more than 300 producers, and employs around 105,000 people across South Africa. With over 95% of its production exported, the industry is heavily reliant on international markets yet remains deeply invested in local communities," Petersen said.
She also drew attention to ongoing food security concerns. "While only a fraction of fresh fruit is sold locally, the sector supports food security by creating vital jobs and investing in social programmes such as on-farm daycare, aftercare centres, and bursaries for tertiary education," she said.
At the event, speakers agreed that while the fruit sector continues to depend on exports, its future resilience will rely on technology, efficient resource management, and local community engagement.
Source: Food for Mzansi
