Berries ZA launch first trade-focused campaign in Germany

  • 14 January 2022
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The integrated PR and Marketing campaign aims to communicate the South African blueberry unique selling propositions, which include high quality, excellent flavour profiles, well established infrastructure and logistics, and being closer to market than other major blueberry producing countries.

“We believe that we have excellent berry varieties with superior taste. We learn from our competition and try not to make the same mistakes,” explains Berries ZA Operations Manager, Elzette Schutte. “We keep trying to ensure that every batch of South African fruit delivered to our international markets is better than the rest. We also ensure that we have good relationships with our buyers and other retail clients. South Africa is known for its beautiful fruit, and therefore we believe that our blueberries should, just like the rest of our produce, be regarded as the best in the world.”

Europe is the largest market for South African blueberries. 15,636 tonnes were exported in 2020 vs 12,221 in 2019 and around 7k was sent to Europe last season. Approximately 15% of total exports were destined for Germany in 2020 and around 129 tonnes have been exported to Germany so far this year with an expected total of 3000 tons by the end of the season.

As Germany is still a tiny market for South African blueberries, Berries ZA hope to develop relationships with key industry players there and ultimately increase their market share, which is currently around 3%.

“Europe, especially the Netherlands and Germany, are extremely important markets for South Africa - it always has been and will definitely remain so in the future. We feel that there is a lot more potential in these markets than what we are currently experiencing. That’s why we will be making an effort to really invest in these markets and hopefully impress them with our excellent fruit quality, flavour and overall taste experience.”

The global logistics dilemma has made day-to-day business very difficult said Schutte. “The increase in the costs has also had an enormous impact. However, this is not the first time South African farmers and exporters have faced turmoil with regards to getting their product harvested and exported, therefore, despite all the challenges, we will persevere as always.”

Blueberries are grown all over South Africa, but mainly in the Western Cape 60%, Mpumalanga, North-west province, Gauteng and Limpopo. The season runs from June through to January.

The promotional campaign will run from now until this year’s Fruit Logistica.

* The article first appeared on Fresh Plaza.