Fresh produce branding is gaining momentum as farmers seek to ensure a market for their fruit in an industry where supply is dramatically increasing. The success of the ClemenGold mandarin brand has spearheaded the marketing of specific premium citrus varieties. Lindi Botha reports.
Differentiating one product from the next in a flooded fresh fruit market is the way to ensure long-term sustainability. But in the early 2000s, branding and marketing a specific fruit cultivar seemed far fetched in a market dominated by the humble naartjie.
It was then that Citrogold, a company in the ANB Investments group involved with identifying, evaulating, developing and commercialising new citrus cultivars, procured the South Africa cultivar rights for the Moroccan-developed Nadorcott mandarin. But they had a tough time trying to get farmers to buy into the concept of a closed cultivar mandarin that would be marketed independently.
Abs van Rooyen, CEO of ANB Investments, the holding company for ClemenGold and a former director of Citro gold, worked particularly hard to convince them. With a nursery full of trees ready to be planted and no one buying into the idea, he resolved to establish his own Nadorcott orchards and prove the quality of the cultivar. His persistence paid off: today, in addition to his own ClemenGold producing farms, there are more than 100 growers producing these mandarins, several for the ClemenGold brand. There is also a lengthy waiting list of farmers wanting to be part of the story.
BRANDING OF CULTIVARS
The concept of citrus cultivar branding is gaining momentum. Recently, Outspan launched its Outspan Gem brand to compete in this segment of the market.
Marius du Plessis, CEO of ClemenGold, stresses that consistent application of quality standards is crucial to success.
“Factors such as colour, flavour, taste, acidity, sugar and seed levels must always be within a certain range. A brand should give the consumer the assurance that their eating experience is the same every time,” he says.
The proof is in the figures, with ClemenGold in-store tastings in Woolworths showing an 80% conversion to sales.
BEYOND MARKETING
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Syngenta Seedcare celebrates a decade of innovation
Syngenta's ambition is to enable their customers' investments to grow in healthy soil from treated seeds to young plants through innovation and collaboration, writes Magda du Toit.
Agri workers shine at Western Cape awards
Lindie-Alet van Staden, a garden and olive orchard manager at L’Ormarins Wine Estate in Franschhoek, was crowned as the Western Cape Prestige Agri-Worker of 2024 at a gala event recently held near Paarl.
Small and large farmers recognised at grain awards
The annual Grain SA/Syngenta awards ceremony bears testimony to the quality of farmers in the grain industry.
Growing partnerships: Fedgroup's flexible and innovative approach
Janine Ryan spoke to Warren Winchester, general manager of impact investing at Fedgroup, about why the company became involved in agriculture, and what it offers farmers and their immediate communities.
Why fish farms fail, and how to avoid becoming a statistic
The popularity of launching fish farms is not matched by their success. Leslie Ter Morshuizen, owner of Aquaculture Solutions, explores the factors that cause most of these businesses to go under.
Where history and modernity meet in a luxurious setting
Brian Berkman kept his eyes peeled for ghosts in the oldest continuously run hotel in South Africa, but all he found was a fabulous two-night stay.
THE HITCHING POST
I'm a stylish elderly lady with a radiant glow and a good sense of humour that keeps me young at heart.
Cutworms: check the weeds on your fields!
Zunel van Eeden explains why understanding the ecological interplay between cutworms and weeds is crucial for effective pest management. Producers should disrupt the life cycle of cutworms to minimise crop damage.
Does high-density grazing mimic grazing patterns of game?
In their paper on high-density grazing in Southern Africa, professors Angelinus Franke and Elmarie Kotzé from the Department of Soil, Crop and Climate Sciences at the University of the Free State say high-density grazing systems may not accurately reflect natural ecosystems. Roelof Bezuidenhout reports.
Global grain outlook: 2024/25 marketing season
In its latest summer crops report, the Crop Estimates Committee says South African farmers intend to plant 4,47 million hectares of summer grains and oilseeds in the 2024/25 season, up 1% from the previous season. As South Africa exports maize and soya bean, Annelie Coleman reports on the latest trends in the international grain and oilseed markets, amid fluctuations in weather conditions and ongoing armed conflicts.
