Citrus exporters reap rewards of Asia-focused strategy

A decision taken 20 years ago by the Citrus Growers’ Association to drive growth into Asia has paid off handsomely – and Asia is expected to play a major role in the industry’s growth over the next five years. “While the EU remains the primary market for southern African citrus – with over 40% of exports destined for that market – the growth in exports to Asia has allowed the industry to continue on an upward growth path,” says CGA CEO Justin Chadwick.

Taking 2009 as the base year, – exports to Asia have more than doubled, while exports to the EU have increased by about 40%, according to Chadwick. “And as the industry looks forward to large volume increases in the next five years, it is Asia that is targeted to absorb a big percentage of this growth.” This as a result of stagnant demand in the European Union, and unnecessary phytosanitary barriers to trade and illogical private standards in that market.