When you think of South Africa you wouldn't normally think of kiwifruit, but the little hairy fruit is beginning to gain market share in the independent retailers as well as on local markets and in major supermarkets.
Kiwis are grown on a small scale in South Africa but fruit size is not generally as big as those from the European or New Zealand but the fruit flavour is very good according to the 'Kiwi King', John Rahme.
The South African kiwi industry is relatively small, with an estimated 250-300ha of green kiwis. There are around 20 growers who produce about 3500 tons/ year. Most of these producers are relatively small growers in the kiwi industry. Kiwis used to be a seasonal fruit in South Africa, starting mid February and ending July. We have managed to extend the season and kiwis are now available 12 months of the year. It is our goal to make kiwis an everyday buy in the consumers fruit basket. Together with Zespri, we are doing extensive marketing and promotional work, making the consumer aware of the nutritional values of both the Sun Gold and Hayward green kiwis.
"Most of the kiwis are grown in the tropical north of the country close to Tzaneen as well as Lydenburg in Mphumalanga. There are also growers in the Cape as well as in the Kwa Zulu Natal midlands area.
The majority of kiwis handled Kiwi King are imported, John does try to support local growers when possible but imported fruit is essential to meet demand.
The main kiwi import is from Zespri, where a year round supply is achieved by sourcing from Greece and Italy as well as New Zealand. Other brands are also imported.
The South African market is a very good emerging market and a lot has been done by Zespri to promote the kiwi, according to John. "Until recently the kiwi was seen as an exotic in South Africa and we have been trying to make it an everyday fruit which the housewife will add to her basket every shopping trip just as she does with potatoes or tomatoes.
"Consumers demand a quality product and as with many fruits if a consumer gets a 'bad' kiwi it can take a long time before they will buy another. This is why we stick to the better quality fruit."
With kiwis now being promoted all year-round in South Africa, and being available throughout the year, it is very important that a customer's first introduction to the fruit must be a good experience. A good experience with a tasty kiwi will result in favourable buyer patterns, with consumers returning for the product. A bad taste experience will have the opposite effect. This is the reason why Kiwi King ensure top quality fruit with excellent taste.
"It is just over the last year that kiwis have been available for 12 months per year, due to the supply from Europe. This is good for consumption as it no longer seen as a seasonal fruit."
The gold kiwi was introduced two years ago on the South African market, but it got off to a slow start as it was a pricey fruit compared to the green. But a more favourable pricing as well as taste promotions in the supermarkets has helped us to increase sales and consumption. There has been a significant growth in demand for the new Sun Gold kiwi, according to John.
Although there are a lot of very nice kiwi varieties grown in China import is not allowed into South Africa at the moment as they do not meet the phytosanitary conditions. We do however foresee that this might change in the future.
