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The Fresh Fruit and Vegetables Industry Updated Report Available
BY Duncan Bekker
South Africa
17 November 2015
R 2 040.00 (ZAR)  
estimated $ 141.24 (USD) *
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The South African Fresh Fruit and Vegetable Industry


The South African fresh fruit and vegetable (FFV) industry was valued at R58bn in 2014. The contribution of the horticultural sector to total agricultural production has continued to increase, growing from an 18% average share in the 1980s to 26.6% in 2014. Of the total gross income from horticultural products, citrus fruit accounted for R12.6bn, deciduous fruit for R14.7bn, sub-tropical fruit for R3.5bn and vegetables for R18.4bn. As far as the export market is concerned, total exports were worth R32.7bn in 2014, with fruit exports significantly more important, accounting for R30bn of the total.


Growth Potential


Primary agriculture and the agro-processing sector have been identified as a key area of potential growth due to the strong forward and backward linkages to the rest of the economy. Investment in agriculture provides a substantial return per Rand spent and can provide relatively high numbers of jobs. As a result, there are various developmental projects, co-operatives and initiatives aimed at fostering new agricultural enterprises. National fresh produce markets (NFPMs) offer opportunities for individuals and SMMEs to trade with larger players and the adoption of the “Back to Back Co-operative” will develop the ability for emerging farmers, emerging agents and small-scale traders to do business with large companies, making use of vital infrastructure and the latest technologies. South Africa is particularly well-situated to take advantage of the emerging African market as South Africa controls around 90% of the African export market and is one of the largest producers and exporters of fruit in the Southern hemisphere.


Report Coverage


This report on the local fresh fruit and vegetable industry examines the various channels of distribution available to producers including national fresh produce markets, retailers, processors and the export market. Statistics regarding the value of horticultural production are provided while factors influencing the success of the industry are outlined.


Page
1. INTRODUCTION 1
2. DESCRIPTION OF THE INDUSTRY 1
2.1. Industry Value Chain 2
2.1.1. Distribution Channels 3
2.2. Geographic Position 6
3. SIZE OF THE INDUSTRY 8
3.1. Key Statistics 2014 8
3.2. Disaggregated Farming Units, Farm Size and Employment 9
3.3. Market Share by Turnover at NFPMs 10
3.4. Disaggregated Distribution of Key Products 11
3.5. Exports 14
4. STATE OF THE INDUSTRY 16
4.1. Local 16
4.1.1. Corporate Actions 21
4.1.2. Regulations 22
4.1.3. Enterprise Development and Social Economic Development 23
4.1.4. Opportunities for SMMEs 23
4.2. Continental 24
4.3. International 25
5. INFLUENCING FACTORS 26
5.1. Economic Environment 26
5.2. Labour Resources 27
5.3. Technology, Research and Development (R&D) and Innovation 30
5.4. Information Technology 31
5.5. Cyclicality 32
5.6. Environmental Concerns 32
6. COMPETITION 33
6.1. Barriers to Entry 33
7. SWOT ANALYSIS 36
8. OUTLOOK 36
9. INDUSTRY ASSOCIATIONS 37
10. REFERENCES 38
10.1. Publications 38
10.2. Websites 39
APPENDIX 1 40
Trade Liberalisation 40