Market push into Japan and US
RAY SMUTS
SHARON fruit, the ‘baby’ of South Africa’s export basket, is going places this year as growers are ready to treble volumes over 2003.
Twelve Western Cape growers contributed to the very first season’s crop, a yield of 322 tons of which 72% was exported to Europe and Malaysia.
Alrine Tipps, who handles marketing for the Swellendam-based packing company Arisa, a multi-million rand project in which the IDC holds a 49% stake, says growers are confident they will produce 1 000 tons, 70% to be exported.
Resembling a tomato with the firmness of an apple but exceptionally sweet, seedless, and with only 70 calories to the average size, Sharon fruit, unlike its cousin the sweet persimmon which is grown in at least 14 countries, was only cultivated in Israel (30 000 tons a year) and Spain (3 000 tons) before being introduced to the Western Cape. It is expected volumes will rise to 30 000 tons by the year 2010.
Tipps points to the popularity of Sharon fruit in countries like Japan and the United States. Efforts are currently underway to open those markets to the South African product.
Of this season’s total crop 20% will be dried as there is clearly a big demand in the Far East and other regions which leaves only 10% for the local market. Good export and domestic potential also exists for products like jams, chutneys and atchars.
The 42-strong Sharon Grower Group has collectively planted 500ha of Sharon fruit from Simondium and Paarl to Sedgefield and Knysna, in addition to a few hectares at Adelaide and Kirkwood in the Eastern Cape.
The initial investment in an industry seemingly holding great promise was around R45 million, but more capital has since been injected. This includes an R11 million upgrade of the 15 000-ton capacity packhouse at Buffelsjagriver near Swellendam where the highest standards, ranging from ISO 9000, to ISO 14000, BRC and EurepGap are practised.
Significant about the Western Cape operation is that it was recognised several years ago by the mainly Israeli backers the MOR Group - specialists in Sharon fruit - as a tremendous opportunity to become the main counter season supplier to overseas markets.
* The unfortunate news for those who have not yet sampled this exotic, unusual, fruit is that domestic supply will only be available in May when the 14-week production season commences.
