South Africa's Blossoming Fresh Produce Industry

Fresh produce industries across the globe are bombarded with new developments and trends. Jeandré van der Walt spoke to Anouk Sijmonsma, Produce Marketing Association (PMA) regional vice-president for Asia, Africa, Europe and Australia/New Zealand, and Lindie Stroebel, general manager for PMA Southern Africa, about the trends and challenges affecting the local fresh produce industry, as well as some of South Africa’s markets and competitors.

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WHAT IS THE PRODUCE MARKETING ASSOCIATION (PMA), AND HOW HAS IT GROWN IN SOUTH AFRICA SINCE ITS INCEPTION? LINDIE STROEBEL

(LS): PMA is a network of stakeholders in the fresh produce industry across the world. With a focus on fruit and vegetables, it has two strategic focus areas, which guide implementing the vision of bringing together the global industry to grow a healthier world.

In 2009, a handful of South African companies were signed up as PMA global members. They approached the PMA leadership to initiate this network and value proposition in South Africa.

Accordingly, the first Fresh Connections was hosted in 2011. For the following five years, PMA was largely defined by the growing Fresh Connections conference and very impactful career fairs.

By 2015, PMA had 50 members in South Africa. After that, another strategic direction was taken, resulting in unpacking local value in various other forms and networks. Currently, PMA Southern Africa has over 100 members and hosts a premier annual event: the PMA Fresh Connections Southern Africa Conference and Trade Show.

WHY IS NETWORKING SO ESSENTIAL? ANOUK SIJMONSMA

(AS): Within a vertically integrated market, having a shared knowledge base across the supply chain will ensure that the consumer is better served, and make for higher returns on produce. Networking in our industry is multifaceted. It is essential for retailers to know and show the end consumer what produce is available, the quality, and its origin. For them to do so, it is imperative that they have direct connections to the growers. Also, a big part of our industry is international trade, which can only be accomplished if strong interpersonal relationships are in place.