A remarkable growth in cherry tree plantings have opened the door for considerable market expansion in this relatively tiny corner of the local deciduous fruit industry.
According to fruit marketing outfit Tru-Cape, talks are under way for South African cherries to gain market access to China by 2027. Tru-Cape national marketing manager Johan Brink sees great potential for growth in the United Kingdom, Europe, the Far East, and Middle East markets.
Currently South Africa’s share of the world cherry export market is less than 1%.
Of the 3 090 tonnes of cherries harvested in South Africa last year, 41% was exported, 40% sold locally, 17% discarded and 2% processed, according to data from the South African Cherry Growers’ Association.
Part of the reason why the cherry industry is feeling so bullish is that local cherry orchards have expanded by 54% between 2019 and 2023, and along with it interest from local retailers and consumers.
“It has always been our strategy to focus on the local market as much as possible to reduce our risk,” said Brink. “However, with new orchards and increasing cherry production, we are shifting our approach to grow exports.”
“There is a genuine risk that supply may eventually surpass the local demand, hence it is crucial to diversify and explore new markets promptly,” said Nico Veroef, financial director of Witzenberg Properties.
Roelf Pienaar, managing director of Tru-Cape, says cherries offer “an excellent diversification
strategy” for apple and pear growers.
This season, producers in the Ceres area, which produces the lion’s share of local cherries, experienced an early setback due to severe frost damage during the flowering stage, which claimed 40-60% of early varieties, which represents about 10% of the overall crop. Prices are about 25% higher than they were last year due to lower stocks and high demand.
Although 82% of South Africa’s cherries are produced in the Western Cape, 53% of local sales occur at the Johannesburg Fresh Produce Market. Overall, local sales grew from 58 471 five-kilogram cartons in the 2022-23 season to 84 631 cartons last year, according to industry data.
