Astute marketing drives avocado consumption
Farmer's Weekly|Farmer's Weekly 3 February 2023
South Africa's avocado industry has attained the holy grail in marketing for a non-essential product: getting consumers to feel they need it rather just want it. The resulting sales growth has boosted the industry despite recent economic and supply constraints. Glynnis Branthwaite, owner of Protactic Strategic Communications, and Derek Donkin, CEO of Subtrop, spoke to Lindi Botha about this intensive and ongoing marketing effort.
Lindi Botha
Astute marketing drives avocado consumption

When did the first concerted marketing effort to increase consumption of avocados start in South Africa? Glynnis Branthwaite

(GB): Protactic launched the first communications strategy for SAAGA [the South African Avocado Growers’ Association] more than 20 years ago. The goal was to educate consumers and key opinion leaders about the health benefits and versatility of avocados, and ultimately to assist with increasing consumption on the local market.

Initially, there were a lot of misconceptions about avocados and these needed to be addressed through distribution of scientific research results. One of the first aims was to educate cardiologists about the beneficial fats found in this fruit. Health messages have remained an important component of marketing avocados, and research done over many years shows that avocados are widely perceived as a healthy fruit, which ultimately increases consumption.

What was South Africa’s annual avocado output at that stage, and what is it today?

Derek Donkin (DD): Total annual production around 2000 was between 80 000t and 100 000t. Today, it’s approximately 135 000t, although the bumper crop of 2018 was 169 000t.

Per-capita consumption was about 0,8kg in 2000, and this had risen to 1kg by 2020. This may seem like a minor increase, but it should be remembered that South Africa’s population was 47 million in 2000, whereas it totalled about 60 million in 2020.

What percentage of the harvest is consumed locally and how much is exported?

DD: About 45% is exported fresh, 45% is consumed fresh locally, and 10% is processed into oil and guacamole. So nearly half of our crop needs to find a home in South Africa.

Bu hikaye Farmer's Weekly dergisinin Farmer's Weekly 3 February 2023 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

Bu hikaye Farmer's Weekly dergisinin Farmer's Weekly 3 February 2023 sayısından alınmıştır.

Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.

FARMER'S WEEKLY DERGISINDEN DAHA FAZLA HIKAYETümünü görüntüle
Optimising nutrient availability for cattle
Farmer's Weekly

Optimising nutrient availability for cattle

Nutrient circularity in cattle farming can help improve soil health and reduce farming costs. Ernest Makua, livestock technical adviser at Red Meat Industry Services, spoke to Octavia Avesca Spandiel about practical strategies for farmers to achieve sustainability and profitability in the industry.

time-read
6 dak  |
December 06, 2024
Canola: a growing force in South Africa's agricultural landscape
Farmer's Weekly

Canola: a growing force in South Africa's agricultural landscape

Zander Spammer, an agricultural resource manager at Southern Oil, spoke to Zunel van Eeden about the growth of the canola industry in South Africa and the main uses for this versatile crop.

time-read
4 dak  |
December 06, 2024
Uncertainty over Trump's stance on AGOA
Farmer's Weekly

Uncertainty over Trump's stance on AGOA

It is of vital importance that that the African Growth and Opportunity Act (AGOA) be upheld following the recent US presidential election, in which Donald Trump emerged as the winner.

time-read
1 min  |
November 29, 2024
Plum pollen study reveals varietal differences in pollination effectiveness
Farmer's Weekly

Plum pollen study reveals varietal differences in pollination effectiveness

A new study undertaken near George, Western Cape, explored pollination in plum varieties, showing key differences in pollen quality. Octavia Avesca Spandiel reports on the research findings.

time-read
2 dak  |
November 29, 2024
Study: small cuts to beef production could eliminate years of emissions
Farmer's Weekly

Study: small cuts to beef production could eliminate years of emissions

In a paper published in early November, scientists reveal that pasturelands, in particular those that were once forests, hold great potential for mitigating the effects of climate change.

time-read
1 min  |
November 29, 2024
Harnessing wind for cleaner energy
Farmer's Weekly

Harnessing wind for cleaner energy

At the Windaba Conference and Exhibition, held in October in Cape Town, Western Cape, Niveshen Govender, CEO of the South African Wind Energy Association, spoke to Glenneis Kriel about the state of wind energy in the country and the opportunities that farmers can exploit.

time-read
5 dak  |
November 29, 2024
The Cape Grace: a Cape Town icon is reborn, and her new custodians shine
Farmer's Weekly

The Cape Grace: a Cape Town icon is reborn, and her new custodians shine

Brian Berkman has had the exceedingly good fortune of spending many nights at the Cape Grace Hotel over the years. He revisits it to find it as impressive as ever.

time-read
4 dak  |
November 29, 2024
Cutting-edge tech aiding the agri sector
Farmer's Weekly

Cutting-edge tech aiding the agri sector

Toyota Material Handling's innovations conserve resources and reduce the environmental footprint of farming operations.

time-read
2 dak  |
November 29, 2024
Use the correct growing medium for safe seedling production
Farmer's Weekly

Use the correct growing medium for safe seedling production

Instead of buying expensive growing mediums for seedlings, farmers can make their own mixtures from local resources, such as manure, which are economical and produce excellent results

time-read
2 dak  |
November 29, 2024
Optimising cherry production and quality
Farmer's Weekly

Optimising cherry production and quality

Growing cherries in a suboptimal climate requires manipulating trees and temperatures. But with a considerable market advantage, it is worth the effort. Lindi Botha visited ZZ2's Toscana farm, which for four weeks of the year takes prime position in the cherry market.

time-read
8 dak  |
November 29, 2024