South African apple exporters regained access to the valuable Thai market shortly before Christmas following a 16-year absence.
Exporters expect that newer varieties in particular, such as Fuji, Joya and Royal Gala, could benefit from access to the Thai market, as well as the popular Pink Lady, which is already performing well in the Far East.
“Having Thailand as a new destination in the Far East for our apples will significantly enhance our footprint,” said Roelf Pienaar, managing director of Tru-Cape Marketing, South Africa’s biggest exporter of pome fruit.
According to industry body Hortgro, South African apple exports have surged by 40% over the past decade, primarily driven by exports to the Far East and Asia, which currently account for about 35% of all South African apple exports.
However, Pienaar cautioned that it would be hard work to re-establish a foothold in this market. The local industry is putting the finishing touches to a market development campaign aimed at reintroducing its apples to Thai traders and consumers. Pienaar acknowledged that similar to the Chinese market, it would take time to cultivate the new market.
“New Zealand apples have held a strong position in Thailand for many years, so we need to fully understand the opportunities available to maximise our success. We look forward to the challenge and to bringing Thai consumers our quality products.”
At the time South Africa lost its market access in Thailand due to an administrative glitch, fresh produce exports (including table grapes, apples, pears and stone fruit) to that country were worth some $6.7 million, according to Hortgro.
Early in 2024, a delegation from Thailand’s Department of Agriculture visited orchards and packhouses in the Elgin, Grabouw, Vyeboom and Villiersdorp, Ceres and Langkloof production areas, as well as cold stores and container depots, as part of the market access preparation process. They were accompanied by officials from the Department of Agriculture, Land Reform and Rural Development, the PPECB and Hortgro, according to a statement from Hortgro issued at the time.
